Brand Management Techniques and Strategies

BRAND MANAGEMENT

TABLE OF CONTENTS
QUESTIONS...................................................................................................................................3
Critical evaluation of the different techniques for brand leveraging...........................................3
Brand management at domestic and global levels.......................................................................4
REFERENCES................................................................................................................................5

QUESTIONS
Critical evaluation of the different techniques for brand leveraging
Brand extension and leverage is an important aspect that assists the brand in entering new
segments and enhancing the overall value that brand has on a global level (Bapat, D. and
Thanigan, 2016). Dyson already has established a great rapport amongst its customers and this
can be further enhanced using following techniques:
 Brand collaboration: Here, strategic alliances developed critically with the important parties
in the industry can benefit in the leverage of the company i.e. its competitive power can
increase. Dyson Plc can enter into collaborations with some of its major suppliers so that
they can acquire the products at a lower level and the terms and conditions that exist can
also be improved simultaneously. The overall launch of the new product also becomes
simultaneously much quicker and the resources utilised decrease thus reducing the net cost
(Payne, 2017). This is the biggest competitive advantage that Dyson can gain over other
competitive brands.
 Mergers and acquisitions: Vertical and horizontal acquisitions are the key in extending the
brand in the form of line extension as well as in the form of vertical extension. The
acquisition of the supplier of the raw material will help in eliminating the transport time, the
delivery cost etc and the acquisition of another product line will ultimately expand the
overall portfolio of the business (Veloutsou and Guzman, 2017). This will lead to both i.e.
increase in the brand leverage of Dyson and also cause brand extension which will be double
beneficial for the company.
 Brand reinforcement: The technique of brand reinforcement illustrates that the branding of
the company through its marketing channels should be restructured and strategized every
now and then so that it is able to keep itself in news. Dyson can position them amongst the
largely popular and evolving brand by keeping up with the pace of changing trends in the
industry (Lee, O’Cass and Sok, 2017). This will help the brand in being one step ahead of its
competitor’s thus giving strategic advantage and attracting as well as retaining customers to
the brand.
It can be said that the best technique would be to enter into mergers and acquisitions as this
technique help Dyson in extending the brand as well as increasing the leverage of the brand
amongst its competitors and the consumers of the brand as well.
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