Brand Management: Importance, Strategies, and Analysis

This document provides an in-depth analysis of brand management, including the importance of branding as a marketing tool, key components of a successful brand strategy, different strategies of portfolio management, brand hierarchy, and brand equity management. The case study focuses on Dyson Group Plc and its branding strategies.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the importance of branding as a marketing tool and why and how it has emerged
in business practice. & P2 Analyse the key components of a successful brand strategy for
building and managing brand equity......................................................................................3
Introduction............................................................................................................................3
Main Body..............................................................................................................................4
Conclusion..............................................................................................................................6
TASK 2............................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................6
TASK 3..........................................................................................................................................10
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level.....................................................................................................................10
TASK 4..........................................................................................................................................12
P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples..........................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is a techniques or a strategy, or several steps which are performed
and efforts made to reach to a perceived value of the brand over a particular time period. Brand
management is a marketing function involving all the procedures and theories for managing and
strengthening a company's value and brand effectively (Ahn, 2019). Brand management function
allows the firm or the entity to develop loyal customer base that are retained for the longer period
of time and leads the path towards success and growth. It is a practice and a function which
involves several attributes of the brand its products, price, distribution channels, market
presence, packing and many other that are involved in keeping the brand flourishing in market
and developing better position amongst all competitors. The report is based on a client Dyson
Group Plc of a advertising organisation “High Level Impression Ltd.”. The report include a
understanding of how a brand is build and managed as well as the importance of branding.
Moreover, different models are applied for portfolio management, brand hierarchy and brand
equity management. At the end several techniques are evaluated for measuring and managing
brand value for the specific organisation.
TASK 1
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice. & P2 Analyse the key components of a successful brand strategy for
building and managing brand equity.
“BRAND IS POWER”
Introduction
Brand is a symbol, logo, sign, name or any other statement that represents a particular company
in the market and through which it is recognizable that the specific products and services
belongs to the respective company in the industry. Also, Brand distinguishes offerings of
organisation form other in the marketplace rendering it a unique position and individual status
(Piehler, Schade and Burmann, 2019). Brand equity is a result of branding, it refers to the value
developed and earned by company through offering its products and services in the market
which has a recognizable name and position in the industry in comparison with others. It is the
responsibility of the firm to develop the brand equity depending upon them and their strategies

for the same. Branding is a process of rendering means to the company, its offerings and
presence in market by creating and shaping effective place of the brand in minds and lives of
targeted audiences and potential consumers.
Branding is a marketing activity which involves various action with the motive of pull in and
retaining customers resulting in gathering a loyal base of buyers by providing the best for
satisfying their needs and keeping them aligned with the brand promises. Through branding
successful position can be developed in the industry which needs to be managed by the brand
over time that provides a competitive edge to the firm contributing to long term profitability
and sustainability (Beverland, 2018).
Key components that are involved in developing a strong and potential brand strategy first
involves, market research and understanding the key customers who's needs align with
company's offerings. Next up is competition analysis for knowing who all are on the same level
as of the organisation itself. Once customer and competition analysis is done it will enable the
brand to have an idea for differentiating itself from others in the industry and to be unique for
the audiences. The next stage is of value propositions and generating those unique factors
which benefits the company in staying step ahead of others and developing a separate position
which cannot be hindered by competition or any other factors. At the end, entity will engage in
marketing processes and activities by all the proper measures to mitigate the impacts of
negative elements and to take positive outcomes of respective opportunities available.
The marketing department executives are responsible for marketing actions in which they
perform their job roles for branding and developing promotional plans or strategies for the
organisation and its offerings.
Main Body
Brand equity as referred above is the value propositions which are generated by the brand from
certain offerings which established a unique and higher position in the industry and in the
marketplace in relation to other brands and offerings (Razak, 2020). It is necessary and a crucial
task for a business entity to indulge in developing and strengthening the brand equity of the in
all the various marketplaces where it deals. High Level Impression is a advertising company
that serves other businesses with all the required effective solutions and strategies for
improving their brand equity. The Dyson Group Plc is one of the important client of High
Level Impression Ltd. for which the firm is developing branding strategy and brand equity.

Dyson Group Plc is British technology company that was founded in 1991 by Sir James Dyson
that operates and design home appliances (Ströbel and Germelmann, 2020). Company have
recently announced to move its headquarters in Singapore from England for manufacturing
Electric vehicles but then the plans terminated in the same year. The organisation deals in
worldwide locations offering its products through discount stores and retail supermarkets. In
order to enhance and develop better and higher brand equity there are different models and
strategies that can be used by Dyson Group Plc such as Aaker's Brand Equity Model. In the
models numerous elements are associated which are described as follows:
AAKER'S BRAND EQUITY MODEL
According to Aaker's Brand Equity Model, Brand Equity is seen as a mixture of three elements
that are brand awareness, association and loyalty. These three adds up together and aligned with
the value provided the offerings and services of the brand and organisation. This model of
brand equity will enable Dyson Group Plc to develop a strategy which involves several
components which enables the firm to be separated form others in the market and be
differentiated. The stages of Aaker's Brand Equity Model are presented underneath:
 Brand Awareness- This is the first component which describes the popularity of the
company and it is the first step of developing and strengthening brand equity. Dyson
Group Plc is a brand which has huge brand awareness, company have evolved its brand
image over the years by developing and focusing over innovation that spreading huge
word of mount amongst clients, existing and new customers as well (Chen and Luo,
2019).
 Brand Loyalty- This is a rare and inimitable resources of an organisation as it is hard to
be copied by competitors. The next stage of brand equity is of knowing how loyal
customers are towards the offerings and a particular brand. Dyson Group Plc has a
customer base which is loyal and innovation focused too. This makes the firm to be sure
about carrying out creativity throughout the operations and serving something new.
Dyson Group Plc have to be developing revolutionary goods for building and
strengthening their brand equity as always.
 Perceived Quality- This refers to the expectations of customer by the brand in relation
with the quality of the offerings. This stage will give the product and edge over features
with customer's. Dyson Group Plc has a set value that is rendering it a upper hand and

edge in market with customer's is “INNOVATION”.
 Brand Associations- The cognitive split second reaction which people give while
making purchase once they see the brand, the feel good factor, the number of optional
brand available and differentiations is the factors seen at this component of brand equity
(Wiedmann, 2018). In case of Dyson Group Plc have developed a highly incredible
brand by focusing over simplicity and innovative approaches along with developing
diverse customer based belonging to different segments.
 Patents, IP and Trading Parents- The last component of brand equity that reflects
over the proprietary rights of the brand that renders competitive advantage and brand
equity. Dyson Group Plc has all their designs and technologies which are innovative and
new patented and copyrighted. Also, the logo of the firm is trademarked as well
restricting the use of their properties by others (Greco and Polli, 2020).
Conclusion
Thus, it is prominently and implied that marketing plays a very crucial and significant role in
generating, maintaining and strengthening the brand equity and image in the respective market
of a region and in the respective industry. Branding is one of the tool which has to be used
properly and in significance to the brand marketing strategy that will enable the firm in
establishing a loyal customer base which is retained for the longer period of the time with the
organisations offerings. Branding allows the firm to be indifferent from other as well providing
it a competitive edge and a unique place in the industry and in minds of individuals that are
potential buyers of firm.
TASK 2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
Brand management is a crucial and a tedious task which includes application and
implementation of numerous strategies, models and tools for different aspects involved in it.
Portfolio Management, Brand Hierarchy and Brand Equity Management are the three vital
prospects of brand management and specific models for each will be applied and elaborated in
this segment. Dyson Group Plc a technology firm which is known and popular for its unique

product offerings that is developed with creative designed and innovative ideas in for
households. The firm have very strongly established itself in the market by making use of its
unique offering as the USP of the firm. Different strategies that are used by Dyson Group Plc
currently in context of Portfolio Management, Brand Hierarchy and Brand Equity Management
are elaborated underneath.
PORTFOLIO MANAGEMENT
Dyson group Plc is known for its effective portfolio management strategy that enables
organisation to attain the competitive position in the market as it provides the most creative and
diverse offerings to customers in relation with household products. Portfolio management
strategy enable the company to expand their market share and helps in representing itself as a
unique institution among the whole market (Iyer, Davari and Paswan, 2018). The two types of
strategies involved in portfolio Management which are as follows:
 Passive management- This is the most common approach of portfolio Management
which is usually adopted by organisations for meeting their market requirement. Dyson
group lc can adopt this approach by few steps that are:
◦ Indulging in long term trading what is the first step for enhancing and expanding
portfolio of the company that will allow Dyson group PLC to enhance their scope as
well for growth and success.
◦ Investment in index funds I will help the company in fighting with the risks
associated with diversification and internationalisation and also helps in introducing a
wider portfolio in the larger competitive market.
 Active Management- This is a systematic and a details process of portfolio assessment
that engages the firm in rendering higher competition to the market and other competitors
along with gaining a competitive edge. This is also a relevant strategy which can be
helpful for Dyson group Plc and performed in different ways that are as follows:
◦ Use of qualitative analysis as numerical data and comparison will render appropriate
measurement of success of the particular brand and its portfolio.
◦ Diversification as spreading and diverging the portfolio will automatically enhance
the scope of business along with growth and success as well as profitability.

From the above discussion of different types of portfolio management techniques Dyson
group PLC adopts active management strategy as the company always use quantifiable data for
making comparison and diversify into different markets with innovative products.
BRAND HIERARCHY
The concept of brand hierarchy refers to an appropriate systematic series of the offerings
that are sold under the name of the company and the brand with the similar logo. This segment
also is inclusive of several strategies that are mentioned underneath:
 Brand House- Under this method the company act as a brand and the other brands that
are sab part of the organisation are not this associated with the mean brand. This is a
strategy which enables the found to be stronger and the similarity factor help the brand to
be highly recognisable in the market (Kasemsap, 2018).
 House of Brands- This is an approach where all the sub brands are different from the
company and the main focus of the parent is to promote these sub brands rather than
focusing on their own respective brand. This strategy will provide a complex Oracle
structure that can be a a little inconsistent for the longer period of operations.
 Hybrid Approach- As the name suggest this is a method which is a combination of
Buddha brooches mentioned above. In this approach the company focus is over both its
main brand and all the sub brands that are acquired under its name.
From the above analysis and discussion conducted Dyson group Plc adopts a branded
house brand hierarchy strategy where the company act as a brand and takes care of all the sub
brands within the organisation by keeping them associated with the main parent brand. This
strategy has enable the form to improve and enhance its market space and acquire potential
sustainability with higher profits.
BRAND EQUITY MANAGEMENT
The concept of brand equity management is already thoroughly discussed in above
section where its importance is clearly stated determining the need for the firm to adopt different
strategies for developing effective brand and maintaining it for the longer period. Effective brand
equity management can be done through different models and strategies available in the market
from which Aakar's equity brand management model is already evaluated above. For the same
the company is also suggested customer based brand equity model (CBBE) that was developed
by Kevin Lane Keller. The model suggests that the organisation needs to shape customers

perspective towards themselves and their offerings in order to strengthen their brand and market
position. Different factors of Keller’s customer based brand equity model
 Salience- This is the first and the foremost in which the goal is to develop awareness
about the offerings and the band in the market. At this stage customers tense to
distinguish the Grand from others. Dyson group Plc conduct effective market research for
understanding the social trends and needs of customers that enables the form to present it
products the most efficient way and spread better awareness of the brand.
 Performance/Imagery- There two factor stages in this step that arises after the brand has
been familiar with the customers. First episode of performance which is highly essential
and important for the entity to focus on about how its offerings are performing in the
market place. The second step is of imagery that is related with developing a positive
perception in mines of customers which is performed by Dyson group Plc by developing
a creative huge product portfolio that addresses the needs of individuals on a wider level
(Likoum, 2020).
 Judgement/Feelings- This is the third step that arrives after the product is been sold to
their potential buyers. In this stage also there are two appropriate aspects that are
judgement and feelings which are essential for Dyson group PLC to assess for gathering
the response of customers. Most probably the respective four aspects are focused while
making judgement by the customers which are quality, credibility, consideration and
superiority. Dyson group PLC make sure to develop such offerings for consumers that
change into a loyal customers and enable them to retain for longer period bike
maintaining effective customer relationships.
Illustration 1: Keller's CBBE (Customer-Based Brand Equity) model, 2020

 Resonance- This is the last bus the most crucial stage for a company to reach as it is the
highest stage in the pyramid that focus over a strong psychological bond with customers
and potential buyers. This is a stage where Dyson is struggling and lacking behind
therefore the company is making efforts in answering the repeated purchase of customers
by providing them innovative and attractive solutions that are aligned with their
preferences and taste.
TASK 3
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level.
Brand Leveraging, is a process that refers to using existing brand power for entering and
developing a new market with similar category of products offered by the company. This process
requires effective communication of products to the buyers. Electrolux is a brand which can be
leveraged in relation with Dyson group PLC as it is a worldwide Swedish competitor of the
organisation with appropriate product offering.
BASIS LINE EXTENSION BRAND EXTENSION
Definition
Line extension is a method
through which an entity
introduces new varieties of
products with the same brand
name (Lim, Jee and De Run,
2020).
Brand extension is a marketing
strategy where an already
recognised brand enters into an
unrelated market please under
the same brand name.
Purpose
Line extension technique is
mostly adopted by
organisation for diversifying
and enhancing their customer
base as well as market share
along with providing more
options to existing buyers.
Brand extension strategy is
used with the aim of
leveraging on the present
brand equity.
STRENGTHS THAT COULD BE LEVERAGED

The biggest strength that is associated with Electrolux which can be easily leverage bye
Dyson group PLC is its promotional abilities as the company integers in several strong marketing
campaigns every year for enhancing their sales and spreading brand awareness in the public.
Also complete is widely spread holding huge presence in the market around the globe.
WEAKNESSES THAT COULD BE LEVERAGED
The biggest weakness associated with Electrolux is that the company deals in home
appliances and a competitor of Dyson group PLC on international level but the organisation has
its speciality in technology and innovative offerings, serving diverse products to the customers
rather than serving similar products and services.
COLLABORATION AS WELL AS PARTNERSHIP AGREEMENTS
Dyson group PLC operates in England as it is the domestic market of the company where
it is been involved in several partnership agreements that are related with the form and the brand.
This partnership agreement enabled the brand enhanced the worth and presence of Dyson group
PLC along with its brand equity within the market (Manoli, 2020). These partnerships in
relation with domestic agreements of Dyson group PLC is discount retail stores and super stores
that are internationally developed and offering their services to the customers. The biggest
advantage of indulging in partnership agreement with these domestic supermarket stores is
received by Dyson group PLC is its huge market presence in domestic as well as International
markets and locations. Also, domestic level benefit of this agreement is the form is experiencing
hi trust of customers and loyalty towards the brand along with other stakeholders as well that is a
huge contributor towards brand equity of Dyson group.
In terms of international collaborations as well Dyson group PLC engages wave the large
supermarket store chains that are available internationally in several different locations of the
globe serving to millions of number of customer base on regular basis. Electrolux is a
international brand which belongs to Sweden serving to millions of customers in a week and
billions on a monthly basis. this International collaboration of Dyson group PLC with Electrolux
will enable the organisation to expand its customer base and attain higher market share.
Moreover the biggest benefit which will be achieved is of better product portfolio and increased
brand equity e in diverse location of the world.

TASK 4
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organisational examples.
Brand value refers to the importance and image customers have in their minds about the
brand which is converted in financial terms and units for knowing the exact value in numbers for
determining the worth of a brand. For a company it is an imperative approach to measure its
value in customer's perspectives and identifying their worth in order to manage it properly and
influence it by developing better strategies and effectively developing a potential brand value for
attaining higher position in marketplace. There are several unique and indifferent aspects which
are required to be measured and managed by Dyson Group Plc for enhancing their brand value.
These unique factors are as follows:
 Brand Value- It is one aspect of brand management which has impact over financial
statements of the organisation as profits are reflected once added the brand value of the
firm. Brand value is one amount that is extracted from offerings of the company and
measures upon the recognisable name of in the marketplace (Melewar and Skinner,
2018). Dyson Group Plc is premium brand for household product offerings, rendering
innovative solutions to day to day problems of household and even in businesses for by
offering new electronics equipment’s which are developed with advanced technologies.
The company has large presence over discount retail stores and supermarkets like
Walmart. The brand value of Dyson Group Plc can be measures through number of units
sold in the respective market and how many more company can sale in predictive
numbers. Moreover, for managing the brand value Dyson Group Plc can make use of
separate marketing tools as well as by superstores through it reaches to its customers and
develops its presence in market.
 Brand Awareness- The term brand awareness defines the degree of consumer
recognition of a particular brand and its products and service offerings through its name
and logo. This is term explaining one of the marketing step which is needed to be
performed for promoting existing and new products of a brand and even reviving the
once which are old. While developing brand awareness qualities of a products which it
encompasses are disclosed and showcased in front of potential buyer attracting them and
influencing their buying behaviours. Brand awareness basically highlights the level of

knowledge customers have about the products quality. Godrej can make use social media
for measuring its brand awareness by continuous analysis and evaluation of its social
media platforms and pages over, likes, comments and number of feedbacks received. For
managing brand awareness social media is a potential stage as well where Godrej can
post attractive posters and advertisement which are graphically developed and showcase
all the required information about the brand and products.
 Market Share- The term markets share represent the number of units sold in the market
of the products in percentages by a specific brand and company (Naidoo and Abratt,
2018). The calculation of market share of a particular brand is done by dividing sales
units of the firm and the product by the total sales took place in the whole industry in the
respective time period. This measures the total market share which is acquired by the
brand in the respective period that also renders the idea a company's size in relation with
its competitors and in the whole industry. LG can make use of the percentage
measurement method and also of KPI's (Key Performance Indicators) for measuring and
managing their market share. KPI's is a quantifiable technique of data measurement
which serves quantitative outcomes and enables the brand to regularly be in touch with
the market opportunities and development. The KPI's tool will enable LG to be
innovative and stay one step ahead of its competitors making sure of developing a
potential market share by attracting and retaining large customer base to its innovative
offerings and services.
 Consumer Attitudes- The customer's plays a vital role in taking the brand high in the
market or towards its failure. Therefore, knowing customers perspective towards the
brand is must and an essential part of brand management. Customer's attitudes includes
factors such as their behaviours, buying power, beliefs, feelings towards a particular
brand and its offerings etc. for instance, Panasonic can make use of customer surveys
and tools like questionnaire, feedback's and interviews for knowing and measuring the
view point of individuals towards the brand offerings and its qualities. These surveys and
gathered qualitative and quantitative data will renders brand a clear picture about the
customers and enable in expanding its target audiences and seeking attention of the
largest market.

 Purchasing Intent- It defines the willingness of individuals buy a particular products or
services and to invest their money in the specific brand that is operating in the respective
industry. There are different techniques and models which enable the brand to be aware
about the intentions and willingness of an individual to make purchase and at what prices
level with other several benefits and aspects (Nguyen, Melewar and Hemsley-Brown,
2019). For example, Amazon needs to evaluate the purchase intent and for which
company can use the funnel model or even CRM (Customer Relationship Management)
that makes the brand best amongst its consumers as through CRM company is well
aware about the taste and preference. Even with CRM its is easy for the brand to develop
an understanding about the near future as it is informed about the changes taking place
and evolving social trends. This strategy will enable Amazon in measuring the change
taking place in purchase intent of potential buyers as well as company can develop
marketing strategies accordingly for managing the changing intentions of consumers in
order to keep them satisfied and chose Amazon before any other brand over it.
CONCLUSION
The above gathers information about the importance of branding and other numerous
tools and techniques applied for brand management concludes that it is an essential task for
companies to expand their brand in market in accordance with its presence and worth. It is
identified that branding is an important marketing function which includes strategies developed
with key components that are useful for the organisation in developing and managing brand
equity. Moreover, from the report the necessity for developing effective strategies for portfolio
management, brand hierarchy and brand equity management in order to keep the brand
strengthen throughout the life of business is identified by applying separate models and
techniques. Moving further, brand management in partnership and collaboration on national and
global level is essential as well. At the end of the report, techniques like, brand awareness, brand
value, customer attributes and more are used for measuring and managing brands values for the
long term perspective. Therefore, it is summaries form the study conducted above that brand
management is known to be a crucial process that incorporates various essential techniques for
developing one effective branding strategy that lasts longer and renders results potentially.

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