Brand Management: Strategies, Portfolio Management, and Brand Equity

Brand Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK1.............................................................................................................................................3
INTRODUCTION :....................................................................................................................3
MAIN BODY .............................................................................................................................3
CONCLUSION...........................................................................................................................4
TASK2.............................................................................................................................................5
P3 Examine different strategies of portfolio managent, brand hierarchy and brand equity
management................................................................................................................................5
TASK3.............................................................................................................................................7
P4 Critically examine the brand in order to managed collaboratively and partnership both are
at domestic and global level. ......................................................................................................7
TASK4...........................................................................................................................................10
P5 Assess the various types of techniques for evaluating and managing the brand values......10
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................13

INTRODUCTION
Brand management is considered as a process that aids company in maintaining and
developing good image of company across world. It has been found that it improves the loyalty
of consumers towards brand (Greco and Polli, 2020). The following report is based on marks and
Spencer, which is a multinational grocery retailer. On the other hand the initial section of report
is carried out on Dyson group PLC. In this discussion about brand portfolio, extension and
leverages is carried out. At the end, it focusses on management of brand values of firm.
TASK1
Brand is power
To: BOD of “Dyson Group Ltd”
From: marketing manager
Date : November 12, 2020,
Subject :Brand is power
INTRODUCTION :
Brand is a term, design or attribute that is created in order to identify specific brand at
marketplace. It has been found that these kind of practices are opted by various companies for
marking and advertising products in unique manner. Brand equity defines the values of that is
created by an entity by providing something unique at marketplace (King, 2017). In which they
use logo, symbols, tag lines to create awareness. As well as it allows company to gain
competitive advantage. For example initially company target peoples on the basis of some
criteria, then identification of competitors is carried out. In third step development of values is
done for analysing the uniqueness. In the last making process is start for promoting goods
&services.
MAIN BODY
In relevance to Dyson Group, they posses a very good brand equity as they considered as one of
the important clients of high level impression Ltd. The company offers good quality products to
high level impressions (Kapferer and et.al., 2017). The GD was founded by Sir James Dyson in
1991. it has a various store across globally as well as shopping malls. So with the help of
developing or enhancing the brand equity they use marketing tool which is further explained by

Aaker's brand equity model:
brand awareness : It is the primal component of model which h represents the intensity of
recognition of brand at marketplace. In relevance to selected company they posses a huge
popularity as they updated about new technologies in home appliances. Their clients are also
proof of company awareness.
Brand loyalty: In this company analyse how consumers are loyal towards their products or
consumer base. In relevance to given company, they posses a strong consumer base. This
ensures the company carries creativity with their operations. This assist them in analysing the
needs and demands of consumers.
Perceived quality:- It tends to level of expectation that end uses received from consuming
product. From this company will able to find expectation and preferences of buyers and can
improve their weak points (Balmer and Chen, 2017). In context of given firm they introduced
innovative products in order to full fill the requirements of clients.
Brand association: It is something that is related with the the mind of end users. BA are the
traits of firm which comes in mind when they thinks about goods. In context of Dyson Group
they makes a string image in mind of peoples about their brand. With the help of this , it is easy
to utilise strategies in effective way.
CONCLUSION
So from above analysis it has been seen that marketing is an intrinsic part of business unit
which needs deep understanding and research. For the successful execution of strategies, it is
important to address the concept of branding. As it allows company to make differential
product from other brands or company. Along with it, a model is also discussed which gives
benefits to company for making brand more valuable in terms of development and growth at
marketplace.