Importance of Branding as a Marketing Tool

This document discusses the importance of branding as a marketing tool and its key components for successful brand strategy. It explores the significance of branding in building a strong customer base, creating trust, attracting new customers, and enhancing recognition. The document also covers strategies for portfolio management, brand hierarchy, and brand equity management. It emphasizes the need for brand leverage and extension through brand collaboration. The case study of Dyson Group Plc is used to illustrate these concepts.

BRAND MANAGEMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Importance of branding as a marketing tool................................................................................3
Key components of successful brand strategy.............................................................................3
LO 2.................................................................................................................................................4
Strategies of portfolio management, brand hierarchy and brand equity management................4
LO 3.................................................................................................................................................7
Brand leverage.............................................................................................................................7
LO 4.................................................................................................................................................9
Measuring and managing brand value.........................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
To have a stable sales and profit margins it is very important for the businesses to have an
element of brand management. There are a lot of businesses which have made a lot of investment
in this factor which is a great factor for them in a long run. Dyson Group Plc which was
established by Sir James Dyson in 1991 is belonging from the technological industry. The
headquarters of the business is in Wilshire, England. Products and services are going to be
maintained and the choosing the right strategy is going to make the functioning and operations of
the organization more effective would be discussed in the further report.
LO 1
Importance of branding as a marketing tool
Branding is important for the company because it supports to build strong customer base and
differentiate brand from others effectively. But to achieve good brand positioning requires
appropriate funds to the company. There is high requirement of technological factors that
supports to influence brand image in the market. Branding is a type of practice that company
uses to influence goodwill of company in it’s market (Veloutsou and Guzman 2017). Dyson plc
is technological company and offers wide variety technology-based products accordingly
customer demands, so it has achieved good brand image in the technology sector. There are key
importance that gives to Dyson plc and can be discussed as follows: Provides exclusive identity
Branding differentiate brand from others in it’s sector that helps to gain competitive advantage as
well as influence customer trust on the brand. Brand always focuses on innovation and products
that are undertaken to give value-based customer service to the customer. Innovation is essential
for the market because it brings values and recognition of brand in the business market. The
reason behind is that customer influences creativity and new ideas in the business market that is
golden opportunity for the Dyson plc. Creates trust
Strong branding of the company brings high trust among customer for the product and services
and influences them to buy products and services from particular brand. Dyson have gained
strong trustful brand positioning because it always stands on it’s commitment. Due to strong trust
factor enables to communicate and operate better and effectively in it’s market. Competition is

rising in it’s technology market so it is important for the company to achieve high new income
which influence it’s potential to invest large funds in developing a higher brand positioning in
it’s market. Attracts new customers
A strong brand image always attracts new customer towards company for buying products
because customer strong brand image means customer keeps blind trust on the company and it’s
products. As same Dyson plc has created strong brand image for customers in the business
market which brings higher productivity and better functioning.
 Enhances recognition
Branding actual play effective role in Dyson plc because today’s world everyone aware about
Dyson and it’s products. It will be right to say branding supports to influence recognition of
company. So, Dyson enables to stay long run in the competitive market. As know technology
sector is become more competitive market due to emerging technologies and Dyson also have to
face intense competition but branding supports company to be able to better functioning and
differentiate brand time to time from others (Paul, 2019).
There are other effective key tools that must consider by Dyson to make it’s brand
valuable for the customer in the technological sector. There are another productive steps that
will have to practices by upper management to keep it’s brand image stable and highly
competitive. There are other tools like JIT and TQM etc. are the best option for the operation
management of Dyson that will improve quality of products and services that automatically
influence reputation of the Dyson in it’s market.
Key components of successful brand strategy
There are a lot of strategies which can be used by businesses to be able to promote
themselves and create a larger brand image in the market. To have loyalty and trust of the
customers the company will have to increase the brand value and image in the market.
Dyson Group has been using Keller’s brand equity model framework from a long run so
that they can get a good place for themselves in the market. In this model there is a full detail
which is given to the customers in the first place and then the company will focus on the
performance and then understand the feelings and then work upon the brand image and the
organization which is the last stage.

 Brand positioning
The products of Dyson are innovative and high end brand which provides good quality as
well. The company is leading in products like vacuum cleaner and there are more features which
are being added in this product so that the sales of the products can increase and the company
will be able to have higher profitability (Karaszewski, 2016).
 Loyalty
To have high profitability it is very important for the company to be able to get the trust of
the customers. The pricing of the products which the company is dealing in have to be priced
accordingly so that there is going to be a strong reputation in the market.
 Employees activism
There have to be good training sessions which have to be conducted for the employees so
that there is a strong daily operation which can take place (Von Wallpach and et.al., 2017). The
company will be able to strong brand image which needs to be built so that the company can
have a strong base in the market and the organization will be able to have a strong workforce as
well.
 Values
There are some ethics and values which Dyson is having for a better functioning and
maintain the brand image in the market for a long run. The customers get attracted to a good
value brand in the market so that the products of the organization can get better. There is a strong
trust level which the organization has captured in the customers which is by innovations and
fulfilling the demands and expectations of the customers.
 Emotion
Understanding the emotions of the consumers is also very essential so that they will be able
to improve and innovation of products according to needs (Leitch and Merlot, 2018). There is a
strong communication of Dyson with their consumers which helps the company to understand
the worth of the brand in the minds of the customers and improvement takes place accordingly.
 Social media
Social media has been a modern method which is being used by all the organizations in the
industry so that they can expand and increase the brand image of business. Dyson has been
actively present in this method so that they can get a competitive advantage which is good for a
long run.

LO 2
Strategies of portfolio management, brand hierarchy and brand equity management
There are various systems which are available in the market for Dyson Company so
portfolio, brand progressive system and brand worth of organization and the brand value is
available in corporation.
Strategies of brand hierarchy
The strategies which are used in businesses are decided after a lot of examination so that the
risk factors are reduced and the company will be able to project themselves in a better way in
market (Burmann and et.al., 2017). The trust has to be gained by businesses in the market of the
customers only then the sales and economic factor of the company is going to remain intact.
There are a lot of investments which are being done by Dyson as well which is why the company
will have to find more methods to be able to function effectively.
 Run information ads
The customers have to have the right information as well as all the information about the
company so that they will be able to trust the organization. Ads is a very good functioning which
can be used by Dyson to attract more customers and by adding models or famous actors to do
these ads will be making even more powerful impact on the audience.
 Use simple names
There has to be the use of a simple word for marketing or branding of an organization which
the customers can remember easily and not to complicated (Sudhakar, 2016). This is another
factor which is going to be very useful for the company to have the right customers and higher
productivity in the organization which is good for a long run in the market.
Strategies of brand equity management
The upper management of the organization has to make sure that the company should
have a better brand image and equity in the market so that there is a good functioning. It is very
important for the company to have a strong base for themselves in the market and this can be
helpful for the company to have which is going to help the sales and loyalty of consumers
increase.
 Make strong relationship

There has to be a good relationship with the customers for having a strong brand value in the
market. There are a lot of measures which have to be decided by the upper management of the
business to be able to have a good operation (Balmer and et.al., 2017). The products of Dyson
are developed from time to time so that the satisfaction of the customers and trust in the
organization can increase which is a good process to be followed in this competitive market.
 Build awareness
The management of branding has to be strong and effective in the market so that there would
be better reputation. There are a lot of measures which are present in the market and from those
the organization will have to select the best one for them. Dyson always improves their naming
like Dyson Hairdryer, Dyson Hoover, etc so that they can attract more customers and more
information can be given out from the name itself. There are a lot of products which the
organization is dealing in which is why it is very essential for the organization to be able to give
out the right information because customers are not just going to be attracted to one product like
Vacuum Cleaner they can also need a fan or hairdryers.
Strategies of portfolio management
There have to be right decisions which have to be made by the organization in order to
make the company improve in the market. The competition in the market is increasing which is
why it is very essential for the company to be able to make sure that they analyse and gather all
the information before making decisions.
 Branded house
To get a stronger portfolio Dyson has been using branded house model which is a very good
model for the company to be able to get all the products of the business be able to make a place
for them in the market. There has to be a positive impact of the products on the customers and
minimum risks involved while launching any product under the name of a reputed company.
There are a lot of analyses which are required by the company to have so that there would be a
better functioning for a longer run. House of Brands
There are a lot of companies which the organization has less than one name which are many
in Dyson which have to be taken care of by the business effectively so that the brand image does
not get affected. The company will have to get the loyalty of the brand in the consumers so that
the organization will be able to function effectively (Hurt, 2017). Customers have to be well

aware of the brands which come under this one reputed brand so that there are right decisions
which can be made for a long run.
 Active management
It is very important for the organization to have a strong management which is present in the
company so that there are a lot of changes and understanding of the customers effectively so that
the company will be able to grow. The portfolio of Dyson is very strong is because they have a
management team which is making the right decisions because of the knowledge and skills they
have gathered over years. Experience does make a lot of difference in the decision making of the
organization.
 Strategic asset allocation
Strategies in the market for getting a higher brand value and image have increased like now
social media is one of the most used strategies which are being used by most of the businesses in
the market (Dechawatanapaisal, 2018). Understanding and evaluating these strategies for the use
of them in this business is very essential so that there would be a better functioning for a longer
run. The upper management has to be experience and knowledgeable about the market and the
competition which is rising effectively.
LO 3
Brand leverage
The demand for products is increasing which does not mean that the company will start
to give defected or not well maintained products. The company to get higher dignity in the
market there has to be more improvement which is required by the organization.
Brand leverage and extension
It is very important for the company to have a global recognition which can be done by
having a good segmentation for themselves. There are a lot of approaches which can be used to
get an effective and efficient functioning.
 Brand collaboration
There are a lot of new products which are coming up in the market which is why there has to
be a good collaboration which Dyson will have to have with other companies so that the
organization will be able to expand themselves further. There is a lot of experience which Dyson
is having which is why the company is having a maintained quality of services and products and

also experience in creating alliances in the market (Shtovba, Shtovba and Filatova, 2019). The
departments which are present in Dyson work as one for the decisions which are being made in
the organization so that there are lesser risks and conflicts in the organization which may impact
on the productivity and operations in the business. The scope of profitability and expanding in
other countries of Dyson are going to increase which is a great factor for the company to have.
There are not the same needs of customers in UK Dyson and UK Company which has to be
understood and improved.
 Partnership
Dyson is a well reputed company in the market which is why it is very important for the
organization to have a strategic plan when they are entering partnership for a longer run. The
profitability of the company does not have to get affected and there has to be a right value of
branding which is required so that the company will be able to participate effectively. The
cultures and values of other organizations can be different but there has to be a common ground
which will have to be found so that both the companies will be able to profit from it. Dyson is
having experience which is a great advantage for the company which can be used by the
organization to gather that kind of knowledge of the market as well (Popoli, 2017). There is a lot
of skills and knowledge which can be shared by the organizations which have partnership
between them and the exchange of these capabilities is very beneficially when the partnership is
called off as well. This is a globalizing method for promotions and advertisements which the
companies can use to be able to function effectively in the market for a longer run.
The resources of the organization which are being used for production has to be used
effectively in the market and the strategies should also be built around it so that the company can
have a stronger and longer functioning. There are a lot of responsibilities and roles of Dyson in
the market which have to be considered for the company to include and be able to function
effectively in the market so that the company can get a competitive advantage which is a very
essential factor for a long run in the market. There is a brand equity which the company has
established for themselves over years so that the company will be expand themselves in the
further market which makes the company have higher market share (Choi and et.al., 2017).
Brand reinforcement strategies
This strategy helps the company to get back their value which the business had in the
market before so that they can have the same sales and profitability.

 Positioning
The company will have to position themselves higher in the market so that they can match
the expectations of the customers and be able to function effectively in the market for a longer
run. Dyson is in the market from a long run and they are still trying to get the brand image higher
in the market which would lead to a higher productivity and demand of products and services in
the market. There are a lot of methods which are present in the market like internet, digital
platform, holdings, social media, etc which are now present in the market which can be used by
businesses in order to have a strong base for themselves in the market. The competition in the
market is increasing which is why it is very essential for the company to be able to select the
right option for them which is going to be very helpful for a longer run.
 Global branding
The best framework in the market is channelling precise campaign which can make the right
information reach out to the audience and leading into making the company have a higher brand
value in the market. Marketing team of Dyson is very strong which are having a close
relationship with the customers which makes the company improve from time to time leading
into Dyson having a strong portfolio and brand recognition in the market (Chen and Luo, 2019).
There are a lot of objectives and targets which have to be met by the company for which there
have to be a use of the right strategy in order to compete with the competition in the market.
There are promotions which Dyson is putting out from time to time to attract more customers
and increase the sales which makes the company have higher economic factor in the company
which can be used for investing for promotions and improvement of the services and products of
the company according to the customers.
There are right strategies which are being used by Dyson from time to time and improved
and changed according to the competition in the market as well. To have a strong portfolio and
brand image it is very important for the organization to be flexible in the market so that there is a
better functioning and objectives of the organization will be met.
LO 4
Measuring and managing brand value
There are a lot of opportunities which are present for businesses which are functioning in
the market so that they can have better branding for themselves. There are a lot of objectives and

targets which have to be fulfilled which can take place when there is a strong communication in
the market of the business.
 Brand awareness
The customers are loyal to those businesses which have proper information and
communication level with them so that they can buy the products and services easily. There are a
lot of trust issues which can rise but when the customers are aware of the changes and objectives
of the company which can be done through a lot of platforms. The products will have to have a
lot of information and proper branding on them so that the customers are satisfied (Kasemsap,
2016). There are a lot of tools and techniques which are present in the market which can make
the company have better sales and profit margins for a longer run and the brand value of the
company in the market is going to rise which is a great factor. Social media like search engines,
other official sites which the company can come up with so that the customers are going to find it
easier to communicate and be aware about the products in detail which is going to make the sales
of the organization increase.
 Brand value
There have to be right decisions which have to be made by the company so that they can have
higher profitability for a longer run (Baporikar and Fotolela, 2020). There are a lot of attractive
measures which are present but for that there is a requirement of the right framework in the
company so that the company can improve their products and services for a longer run. Market
and customers base are values a lot in the organization and are focused upon so that there are to
be higher performance which is going to be present in the company. For the right information to
be able to reach out to the customers there has to be a good communication and the brand value
of the company can increase when this factor is fulfilled. The income of Dyson group is very
stable which is why the organization can make the company be able to expand themselves and
make a strong base for themselves in the market which is good for a long run (Shtovba, Shtovba
and Filatova, 2019).
 Market shares
The market share of Dyson is large in comparison with the competitors which are present in the
market. It is very important for the company to have a large share in the market for themselves
so that they can have stability in the market. The company records the sales they are making each
year so that they can compare the sales and improve for the future accordingly so that there is

going to be higher results which are going to be present. There are trust and loyal customers
which the company gains for them so that they will be able to function effectively in the market
(Von Wallpach and et.al., 2017). The competitors in the market are increasing which can take
away the market share from Dyson which is why there will have to be good controlling and
monitoring so that there would be better functioning. The sales of Dyson are high because the
company has been able to maintain their quality of products which is why he customers are
satisfied and purchase this brand.
 Consumer attitude
Dyson has been in the market from a long run which is why they are aware of the customer’s
attitude which has to be well maintained and the decisions have to be made accordingly. The
business environment of the company is positive so that they can have a better impact on the
customers. According to Fishbein Model the attitude of the customers beliefs and subject to
positive outcomes are measures so that there is going to be higher performance which can be
improved accordingly so that there are going to be higher results which would be present. There
has to be a good monitoring of the business so that there are researches which are taking place
effectively and efficiently. The value of the brand in market and customers increase which is a
very good factor for a long run and since the competition is increasing this is a great factor for
the company to work upon (Karaszewski, 2016).
 Purchasing intent
The company is having products and services in present which are outdated which is why the
company will have to improve and expand themselves in new products. There is a expectation
which all the customers are having in the market which will have to be met by the company on
time so that they can maintain their efficiency in the market (Fetscherin and et.al., 2019).
Through Google trend data analysis the company can find out about their performance in the
market so that there are further decision and planning which can be done in the organization. The
competition in the market is increasing which is why it is very essential for the company to be
able to get the trust and loyalty of the customers back up. The relationship of the customers has
to be matched which is going to make the company have better functioning and the customers
are going to feel better and the sales of the company are going to be maintained making the
profitability stable as well. There is a lot of investment which the company is doing in the market
which will have to be maintained.

CONCLUSION
There are a lot of tools and measures which are present for all kind of businesses in the
market to be able to create a great brand value and image in the market for them. There are a lot
of methods like social media, advertisements, etc which are making a huge impact on the
customers which requires a lot of investment as well. Branding does help the company to
increase the market share, sales and productivity of the organization which results in higher
profitability in a long run. There has to be a strong marketing team to be able to decide the right
branding method which needs to be used and experience in this industry does make a lot of
difference is what can be concluded from the above report.

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