Significance of Branding as a Marketing Tool

This article discusses the significance of branding as a marketing tool and its role in improving brand recognition, perceived quality, brand loyalty, and brand association. It also explores the key components of a successful brand strategy. Case study of Dyson Group Plc is used to illustrate the concepts.

Brand Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P1 Significance of branding as a marketing tool.........................................................................3
Key components of successful brand strategy.............................................................................5
REFERENCES................................................................................................................................8

INTRODUCTION
Brand management can be defined as the process of managing and controlling the value
of brand in the business market. It is one of the major functions of the business because it
supports to improve value of the brand in it’s market by managing own brand positioning. From
past few years most of the companies invest huge capital in it’s market to manage their brand
image in precise manner. The reason behind is that when an organization achieve good brand
positioning then it become easy to build large customers base and enable to gain competitive
advantage from it’s competitors. To understand role of brand management has an example of
Dyson Group Plc. it is a UK-based technology company which offers different products and
services that are based on technology such as desk fan, vacuum cleaner, air purifiers and others.
it is headquartered in England UK and offers it’s services into multiple countries. In this report
will discuss numerous strategies, tools and techniques that supports Dyson Group Plc to manage
it’s brand image in it’s market effectively.
Task 1
Significance of branding as a marketing tool
Introduction
Branding is essential for the organization because it demonstrates the realistic value of
company in it’s market. However, branding is considered one of the major marketing practices
for the different companies because it supports to raise goodwill of the company in their market.
It is the major reason due to this most of the organization invest huge funds in it’s market and to
make their brand image more effective (Drabjerdi, Arabi and Haghighikhah, 2016). Higher-level
management of Dyson Group Plc must invest appropriate funds to improve the standards of own
brand in the UK’s technology market.
Main body
Aaker Brand Equity Model
It is mixture of brand awareness, brand association and brand loyalty that helps to
influence branding of company as well as gives values of it’s product and services. Dyson Group

Plc has been used this model to influence branding of products and it’s values in it’s sector. This
model is properly based on five components which have discussed below:
Brand awareness
Branding plays effective role in Dyson Group Plc in the context of improving recognition
of it’s brand image in the UK’s market. However, improving brand recognition is one of the
major leading tasks that builds good brand image in the UK market (Wider, von Wallpach and
Mühlbacher, 2018). from past few years Dyson’s competitors puts huge efforts to enhance brand
recognition in the market, so it is mandatory for the Dyson’s top-level management to take
effective actions for improving brand recognition in the technology sector.
Perceived Quality
Branding supports company to differentiate it’s brand identity in the market. So, there is
Dyson Plc is also enabled to build excusive identity in the technology market through branding
as marketing tool. However top-level management of Dyson company must focus on some
innovative various range of products or services which helps organization to create an exclusive
brand identify in customer’s mind.
Brand loyalty
It is another key component of Aaker’s brand equity model that has implemented by
Dyson to influence Branding of the business. Brand loyalty is a type of marketing efforts that
supports company to gain trust of customer for the brand and creates brand values for them. As
same Dyson has good brand values in it’s market due to it’s innovative products and services
which attracts customers towards company and builds their trust on it’s brand. Dyson has
established loyal customer base by offering 100% guarantee on it’s products in the promotional
activities. Thus, this element supports Dyson to build strong loyal customer base.
Brand association
It is another effective element of the brand equity model that helps organization to
connect people emotionally with the brand. For example, top-level management of Dyson plc
practices Blue ocean strategy to innovate new such products accordingly customer’s expectation

so that next generation can takes advantage of such products. Such innovation helps company to
connect with emotion of customers. While users get such products that directly interlink them
withy the brand. Thus, this component helps company to associated with people feelings by
offering expected technology-based products and in exchange generate lifetime loyalty from
them for it’s brand and products
Other proprietary
It is last component of Aaker’s equity model that supports organization to sustain it’s
market effectively as well as allows to sustain other multiple countries. Patents, IP and trading
partners etc. are proprietary that posses’ by Dyson and supports to take competitive advantage
from it’s competitors.
The above discussed model and it’s components can be analysed that organization have
framed it’s goal and have achieved it’s success. But the major drawback of the Aker’s equity
model is that it is time-consuming and quite long process. So, Dyson Plc. unable to use this
model for it’s all branded products. As resultant there are only few products that are highly
demanded due to good brand positioning while remaining’s are not much famous. So, top-level
management of the company must take several productive steps to make it’s brand more
recognizable trustworthy. Apart from this Dyson can use another different approach of operation
management such as TQM, brand loyalty model, JIT (Just In Tine) to maintain an excellent
position of all products and services in it’s UK market. With the consideration of all factors
organization will be enabled to achieve a loyal customer base in the technology market by
enhancing it’s brand loyalty (Ekinci, 2018).
Key components of successful brand strategy
There are many key components of successful brand strategy which is existed in the
market and supports organization to develop and manage brand equity effectively. Top level
management of Dyson must consider all components of brand strategy then they can develop and
manage brand’s equity precisely. Key components are described as follows:
Public relation: It is one of the most essential components of the successful brand strategy. As
per the concept of this component, Dyson’s top-level management require to put extensive
efforts to build strong public relation. If company maintains strong relation with it’s customers

then it can successfully manage it’ brand equity. So, it is considered essential task for the
company because it can influence it’s brand image in it’s market with the support of public
relation.
Social Media
Today’s world, social media is one of the another most important element of successful
brand strategy. However, with this component Dyson Plc will be enable to develop an effective
and communicative values with the wide number of customers (Lee, O’Cass and Sok2017). In
recent time lots of companies are taking various advantage from this component in respect of
building and managing brand equity. So, it is essential for the upper management of Dyson to
practice social media more effectively and establish and manage brand equity.
Emotion
There is emotion is another important component wherein it also gives huge contribution
in establishing and managing brand equity in the business market. According to this component
upper management of Dyson Plc must build heart relation with it’s customer by offering good
quality products and stands on their commitments for the product and service (Mok, 2016).
When company seriously take such initiatives, which bound people emotionally with the brand
either trend has changed but they do not like to change their choices. Such feelings or emotions
of customers will raise exclusive brand image in it’s market. With this component company can
build good loyal brand image in the UK’s market.
Employee activism
It is another key component of the successful brand strategy that supports organization to
create positive impression on different users or customers in the business market. So, it is the
major reason that, upper management of Dyson must conduct productive training program for
the all staff to build their dynamic capabilities as well as employees’ activism in their daily
activities. As resultant Dyson enable to build and manage it’s brand equity in the precise manner.
Values

Moral and ethics are more important component of successful business strategy because
it helps business stay long run in it’s market and avoids illegal practice which can bring negative
publicity for the brand. For example, currently customers like to buy products and services only
from those organization which follows ethical practices in respect of workplace (Paul, 2019). So,
it is compulsory for the top-level management to focus on all ethical and moral values in their
regular basis operations.
Conclusion
From the above-mentioned components of successful brand strategy can be analysed that
to achieve effective brand equity in the UK’s market needs to considered all components
effectively by the Upper management of Dyson company (Veloutsou and Guzman, 2017). In
addition, company can achieve highly competitive advantage from it’s competitors by maintain
brand equity for the long timeframe. In a case company skip any component of the successful
brand strategy that it can not manage it’s brand equity in the technology market for the long time
which is major drawback of the successful brand strategy.

REFERENCES
Books & Journals
Drabjerdi, J.J., Arabi, M. and Haghighikhah, M., 2016. Identifying the effective factors on brand
equity from consumers perspective using Aaker model: A case of Tehran dairy
Products. International Journal of Business and Management, 11(4), p.265.
Ekinci, Y., 2018, June. A model of consumer based brand equity for holiday destinations. In 8th
advances in hospitality and tourism marketing and management (AHTMM)
conference (p. 830).
Lee, W.J.T., O’Cass, A. and Sok, P., 2017. Unpacking brand management superiority. European
Journal of Marketing.
Mok, K.M.M., 2016. Value of a brand name: application of Aaker’s brand equity
model. Актуальні проблеми економіки, (4), pp.120-125.
Paul, J., 2019. Masstige model and measure for brand management. European Management
Journal, 37(3), pp.299-312.
Veloutsou, C. and Guzman, F., 2017. The evolution of brand management thinking over the last
25 years as recorded in the Journal of Product and Brand Management. Journal of
Product & Brand Management.
Wider, S., von Wallpach, S. and Mühlbacher, H., 2018. Brand management: Unveiling the
delusion of control. European Management Journal, 36(3), pp.301-305.