Significance of Branding as a Marketing Tool

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