Brand Management: Significance, Strategy, and Collaboration

This report focuses on the significance of brand management in marketing and its utility in business practice. It discusses various elements for constructing a successful brand strategy and managing brand equity. It also examines strategies for portfolio management, brand hierarchy, and brand equity management. Additionally, it evaluates how brands are managed collaboratively and in partnership at both domestic and global levels.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analysing the significance of brand management in marketing and the reason for usage in
business practice .................................................................................................................3
P2 Evaluating various elements for the construction of triumphant brand strategy for building
and managing of brand equity. ...........................................................................................5
TASK 2 ..........................................................................................................................................6
P3 Examining various strategies of portfolio management, brand hierarchy and brand equity
management. .........................................................................................................................6
TASK 3............................................................................................................................................9
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level.......................................................................................................................9
TASK 4..........................................................................................................................................10
P5) Different techniques and tools to manage as well as monitor the value of brand at market
place......................................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Brand management can be described as continuous procedure carried out by
organisations to administer and modify the reputation of their brand in the consumer's psyche
which helps construct faithful consumers and increase brand popularity. Brand management
plays a significant role in an organisations long term success (Aureli, and at. al., 2016). This
report is focused on the UK based corporate which deals in production and marketing of daily
use electrical items such as heater, water purifier and others. This document shows the
importance of brand management and it's utility in the company. Various elements used to
construct winning brand strategy and schemes for portfolio management brand equity and brand
hierarchy are discussed in this report. Several methods for cooperative brand management in
partnership at domestic and global level are evaluated. Different ways for measuring and
managing brand value for a strong brand is analysed in this report.
MAIN BODY
TASK 1
P1 Analysing the significance of brand management in marketing and the reason for usage in
business practice
Branding:
Branding is defined as a continuous marketing procedure which involves building a
powerful and affirmative image of a company in the consumer's psyche by using components of
the organisation such as company symbol design, statement of principles online website and
other company property across all aspects of marketing. Effective branding strategy helps the
company achieve positive representation. The presence of effectively branded products help the
company attract a allegiant consumer base and attain long lasting success (Brahmbhatt, and et.
al., 2017).
Significance of branding as a marketing method
Branding change the general consumer outlook of the company and helps the enterprise
reach their highest potential. The establishment of an effective branding helps a company
increase awareness about their products or services in a way which ensures positive reception

from the consumer. Several advantages for construction of an potent brand strategy are given
below: Increases brand awareness: An effective branding strategy increases the recognisability
of the company. Branding helps the company reach out to new customers as the
customers notice the brand more clearly (Chen, and et. al., 2019.). This creates a positive
impact on the firm's performance as more customers are able to recall the experience with
the organisation. Escalates company value: The establishment of an efficient brand strategy escalates the
value of the company. This is accomplished due to the increased reach and awareness of
the products and services offered by the company. As the consumers learn about the
company everyday they are able to match the firm's existence with quality. Creates loyal customers: The implementation of a successful branding policy drives the
customers to engage more with the brand of the company. This along with increase in
customer revisits due to branding helps the company create loyal consumers. Such
customers stick with the company throughout the firm's journey. They also advertise the
company through word of mouth, such type of promotion is trusted within their
environment (Kernstock, and et. al., 2017).
 Increases employee satisfaction: When an organisation has an effective branding
strategy in their company, the power of branding not only attracts talented employees but
also increases the satisfaction levels of current employees. This happens due to the fact
that employees feel more eager to work with a well known brand, this increases
employee productivity which improves the firm's performance.
The enforcement of an effective branding strategy for the British company Dyson is
crucial to the success of the company in the competitive technology industry. This can be
conducted by developing various marketing techniques with the aim of increasing positive brand
association in the customers psyche. These practices will help the company achieve exponential
success in every region.

P2 Evaluating various elements for the construction of triumphant brand strategy for building
and managing of brand equity.
Brand equity is defined as the exclusive value that a company creates from an identifiable
commodity in comparison to a less marketed commodity. The evaluation of brand equity related
to a product helps the company make appropriate changes in their branding strategies so they can
always acquire a competitive edge (Merrilees, B., 2016). The formulation of a marketing
campaign at Dyson for elevating and managing the brand equity for various products is crucial to
the growth of the company. Brand strategy is defined as the route taken by the company to
effectively manage and heighten the firm's image and brand equity. The formulation of a
competent brand strategy includes various elements are mentioned below:
Target audience: Target audience of a company is defined as a number of citizens who
are classified as possible customers of the company . Brand equity is of a company is heavily
dependent on the actions and choices of the target audience. The formation of an effective brand
strategy includes identification and analysis of target audience. The target consumer base of
Dyson are the consumers who need technological appliances sold by the company.
Brand perception: Brand perception is the reputation of a brand present in the
consumer's psyche. The recognition and evaluation of the firm's helps in formation of an
practical brand strategy that is in agreement with the firm's values and reflects the consumer's
demands Dyson has a brand image of producing premium products with advanced technology.
Brand awareness: Brand awareness is the level of recognition a brand receives from their
targeted consumer base. The brand awareness of a company is not only limited to the name of
the company but also involves the memories associated with the company in the consumer's
psyche. High brand awareness among the consumers helps the company get more attention than
their rivals and thus increases the profit of the company (Mogaji, 2019).The Dyson company
invests in various marketing movements which help increase positive brand awareness.
Brand positioning:This term is described as the policies which create positive image of
the company in the industry and the consumer's psyche. Dyson uses effective brand positioning
policies as it helps the company gain good reputation among their customers. This helps the
company achieve long term success.

TASK 2
P3 Examining various strategies of portfolio management, brand hierarchy and brand equity
management.
Portfolio management
Portfolio management is the delicate procedure of picking and supervising investments
that secure the overall financial goals of the company while minimising risk and maximising
return from such investments. Dyson uses various portfolio management plans to decrease risk
while investing and allot funds of the company appropriately (Schmidt, and et. al., 2018).
Effective portfolio management strategies help the organisation manage capital in a way which
increases returns and predicts possible risk so that a plan to handle such crisis is formulated
early.
Brand portfolio management strategies
This section of the report describes passive and active brand management strategies as
they play a huge role in brand portfolio management of Dyson corporation. Active and passive
management strategies are provided below:
Active portfolio management: The active portfolio management strategy aims to
achieve returns over the average market index and tries to take maximum advantage of short
term market fluctuations (Steenkamp, 2017). This type of strategy is adopted by organisation
with ability to experience high risks as this type of strategy requires continuous investment and
engagement. This strategy is suited for the Dyson cooperation and will help the company take
appropriate investment decisions.
Passive portfolio management: This strategy is a low cost and low risk strategy as the
investment transactions are restricted. This strategy is adopted with the aim of investing for huge
amount of time . Dyson corporation can take high risk and therefore this type of strategy does not
provide the company best results.
Brand hierarchy strategies
Brand hierarchy is defined as the strategy which overlooks and manages relation between
various components which when grouped together form a concert picture of the firm's brand.
This type of strategy helps a company which deals with the production and marketing of

diversified products such as Dyson cooperation. This strategy helps the company formulate a
branding strategy which promotes provides branding policies for various levels of the company .
Dyson manufactures various products such as hair drier, robotic vacuum cleaner and numerous
other products which full fill various demands of the consumers, brand hierarchy strategies help
the company classify various products according to their significance in overall brand formation.
Brand hierarchy strategies provide the company a structure through which the company
forms effective branding and marketing pitch for each level of the hierarchy. Various brand
hierarchy strategies in context of the respective firm is provided below:
Corporate brand: This is the topmost level in the brand hierarchy. The corporate brand
is the term used to define the chief organisation which supervises the manufacturing of different
products (Merrilees, B., 2016). This is the brand which is associated with products from the level
below and is recognised by the consumers as the primary memory connected to various products.
In context of Dyson the corporate brand is of Dyson corporation and is related with various
products such as vacuum cleaner by the consumers.
Range Brand: The products related to this level of hierarchy are manufactured by a part
of the corporation which delivers numerous range of varied products out of their plants. This is
the reason of calling the entrants of this level range brand (Mogaji, 2019). This type of branding
strategy focuses on familiarising various products developed by a single entity as equally
advantageous to the consumers.
Branded house : This type of strategy focuses on evolution of the brand in such a way
that all the products and services offered by the company are valued at equal basis by the
customers in a way that the individual brands can form distinguished characteristics of their own
while keeping the supervising brand in their individual identity. Dyson uses this strategy to
effectively market their different products.
Individual brands: This is the last but another important level of the hierarchy, this level
includes various individual brands sold by the corporation . These products have their individual
characteristics but are sold with the marketing viewpoint of larger supervising brands. The
individual brands of Dyson cooperation include Dyson tower air purifier Dyson table air
purifier.

The Dyson cooperation can use these strategies to effectively market various products
all the while constructing modelling implementing the most effective branding strategies
(Schmidt, and et. al., 2018).
Brand equity management
Brand equity is described as the increase in value a particular brand name manufactures
when contrasted with a brand of lesser known status. The management of brand equity is
essential to formulate and implement successful brand strategies and to maintain the overall
brand of the company. This helps the company achieve steady growth rate for a longer period of
time (Brahmbhatt, and et. al., 2017).
Brand equity management strategies
Various brand equity management strategies are adopted by organisations to effectively
increase brand equity of their various products and also the company . The critical evaluation of
these strategies is important as it helps the company determine the best possible strategy for their
organisation. Such strategies are mentioned below:
Differentiation: Differentiation is the continuous process of evaluating the needs of
consumers and monitoring changes in the industry, so as to provide the consumer a unique and
creative commodity from the rest of the market (Aureli, and at. al., 2016). This type of
distinguished product offers consumers something new and is an effective method of catching
and diverting the consumer's mental faculty in this busy and ever-changing environment. This
process should be improved so as to match consumer's expectation with change in technology.
Dyson can increase brand equity of their products by adding distinguished features to them.
Quality of products and services: The regular maintenance of premium quality products
is crucial to a potent and long lasting branding strategy. A consumer revisits and buys the
commodity offered by an organisation when the product is of premium attributes. The premium
stranded of products give the company many benefits such as increase in market reputation and
help the company in forming loyal customers These strategies should be conducted by
Dyson for increasing their brand equity. Differentiation will help the company achieve a distinct
place in the market and position their products as inherently special. Premium stranded of

products will help the company attract and retain a loyal customer base while also increasing
their market notoriety.
TASK 3
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level
Collaboration and the partnership is defined as a strategy that is used by brands as a part of the
strategy of strategic alliance. In common terms it is designed as part of the brand partnership pt
the co branding that is related to collaboration of branding (Wilson, Dorsey and Moore, 2019).
The main aspect is to be part of market segment, brand awareness and a positive association.
Global branding & its positioning in market:
Global barding is a basic strategy that is adopted to ensure that there is recognition of the
products across world. There is use of strategy for promotion of brand and then focusing on
quality standards irrespective of the market or the region.
Positioning in market:
Global branding assist in development of economies of scale. There is sued of strategy in form of
celebrities, images and advertising firms. Dyson is a example of a globally recognized brad that
can produce similar quality products across all their branches.
Brands management at domestic level
Managing of the brand at domestic level is related to use of supply chain regulation so that all the
distribution issues are properly monitored and there is building up of higher reputation (Pogge
and Davis, 2018). For this there is use of global brand management practises as part of Internal
and external factors across different geographies. Global brand management practises have to be
responsible enough.
Dyson is managing the brand to ensure higher consistency with the Marketing activities and
brand identity that is core aspects of this organisation.
Brands managed ta global level:
At the international level there has to be a balance that is created by establishment of
consistency to leverage the local growth opportunities. There is timely evaluation of the branding

strategy is that there is consistency between the promises made at global level. There are many
key issues that are taken care by Dyson such as:
Adapt: In this strategy there is understand of the customers preferences as compared to other
similar existing product in the home country (Bobel, 2018).
Provide:According to this concept there is ficus in how the overall value for the customers can
be enhanced. There is offering of high quality products so that there can be innovative
purchasing process that leads to achievement of higher competitive advantage.
Brand: In this there is building up of the brand image with timely dedication Dyson is giving
their brand a voice that is related to cultivation of brand image (Lee, Cass and Sok, 2017).
There is emphasis on the social media strategy where a channel of indirect communication is
established between the organisation and the customers.
Dyson is using the strategy of managing their brand with “Consistent brand guardrails”. In
this there is a freedom to Adapt according to the leverage of growth and opportunities. There is
timely evaluation of the Strategy against all the guardrails, vision and mission so that there is
establishment of higher amount of consistence in the way all the claims and promises that are
made by Dyson in their product are properly and timely met.
In Dyson it is ensured that there is no compromise in achievement of the laid mission and vision
of the organisations for this there is focus on laying down of high amount of consistency across
all countries and regions where they are supplying their products (Beck, 2016).
With the changing technology there has been a forward thinking organisation that can lead to
quickly adoption of all the global solutions for issues that are faced by their customers in
different parts of the world.
TASK 4
P5) Different techniques and tools to manage as well as monitor the value of brand at market
place
Brand value is a essential tool that is used tp attract more number of customers and
maximisation of revenue. Higher revenue leads to creation of a loyal base of customers so that
there can be preferences to the existing offerings of a brand. In the present competitive

environment it is necessary to focus on development of several techniques for the purpose of
managing the brand value:
Techniques to manage brand value
Brand awareness:
It is regarded as the way customers are perceiving the value according to recognized brand image
of the company, for gaining more loyal customer base there can be use of several advertisements,
marketing campaigns (Wider, von Wallpach and Mühlbacher, 2018). In Dyson there is use of
hoarding and television advertising as two major tools to create better awareness for the existing
customer base.
Customer Attitude:
It is a factor that is related to the way customers are perceiving the value of a rand. It is
necessary that there is positive certified of buyers and for this there has to be creation of a loyal
customer base. Organisation have to focus on loyal base (King, 2017). Dyson has a belief that
customer changing preference must be continuously tracked so that so that all the expectations
can be timely met. In this there is a customer services management department in Dyson where
the main aim is to ensure that all the customer behaviour is properly analysed. The main aim of
the customer services department is to solve all the problems that others are ignoring. The
contact venter is where there are result focussed and dedication towards delivering of a world
class services to all their customers (Du Preez, Bendixen and Abratt, 2017).
The customer centre is varied environment and is fast paced that is leading to creation of
higher passion for Dyson advocates and the customer services team is making the fulfilment of
experience for their customers. For this there is emphasis on in depth knowledge and the genuine
passion that is develop for the employees towards this brand and their customer segment.
Techniques to monitor brand value:
Price premium Method:
Organisations may charge extra prices for prestigious products over other type of general
product. Customers may be ready to pay additional amount for the premium products and the
high quality. Dyson is a brand that is dealing in home appliances so in this technique generally

prices are set high because customers are ready to pay that high prices because of the established
brand image of the Dyson.
Market Value Method: Dyson has focussed on this method to ensure that that their
present position in the market is measured according to its brand value. For this there has to be
focus on efficient pricing policies (Von Walter and Kremmel, 2016). The pricing strategy of
Dyson has to be according to their present brand value that is further maintained by meeting of
customer expectations and their changing preferences according to different products of this
brand.
Cost: Base Method: In this the overall cost that is incurred in the creation of brand value
in the highly competitive market is related to expenses such as promotion, advertisement,
marketing etc. it is assisting n determination of selling price and cost in order to earn higher
profitability (Dewi, Syah, and Kusumapradja, 2020).
CBBE approach: It is a customer abed brand equity model that is assisting in
understand of the customers changing thoughts, opinion, preferences related to a specified brand.
It is a model that is applied in Dyson by evaluation of the present position of this brand
according to customers view points and the overall experiences level (Mills, and Robson,, 2019).
Market value method: In the prices are set according to the rates at which customers are
ready to purchase a particular product (Ateke and Nwulu, 2017. Dyson is focussing on this
method for the objective to measure their present position in the Market. In this the marketing
managers are making a detailed study of the overall present working environment of market so
that there can be evaluation of efficient pricing policies. The pricing strategy is according to this
present brand value where whenever a new product is launched then there is evaluation of the
competitors prices and overall product quality to determine the prices (Keller and Brexendorf,
2019).
From above made discussion it cam be said that there are many different techniques that
have to be executed by Dyson according to the present brand value. Such methods are used for
monitoring of the present business position in the highly competitive market scenario.

CONCLUSION
From above discussed aspect it can be summarized that branding is a important aspects
where the focus is on introduction of new products or increasing the value of organisation based
on existing products. There are many different aspects that are part of a brand such as brand
equity and brand hierarchy. These two terms are used for managing of brands by organisations.
With the changing scenario of external markets it becomes important to analyse the aspects of
brand equity and brand hierarchy where there can It is very important to ensure that brand value
is managed with timely used techniques of collaboration and partnership.

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