Brand Management Strategies

Brand Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Significance of branding as a marketing tool & why and how it has emerged within
business practice.....................................................................................................................3
M1 Evaluation of how brand are managed successfully over time associated with application
of models, theories and concepts............................................................................................5
P2 Examine the key components of a successful brand strategy for developing & managing
brand equity............................................................................................................................5
M2 Application of validated and appropriate examples in context to organisation...............8
TASK 2............................................................................................................................................9
P3 Analysis of various strategies of portfolio management, brand hierarchy & brand equity
management............................................................................................................................9
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theorise, model and framework. .......................................................................12
TASK 3..........................................................................................................................................13
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level.....................................................................................................................13
M4 Critically evaluate the use of different techniques used to leverage and extend brands15
TASK 4 .........................................................................................................................................15
P5 Evaluation of different types of techniques for measuring and managing brand value using
specific organisational examples. ........................................................................................15
M5 Critical evaluation of application of techniques for measuring and managing brand value
to develop the stronger enduring brand value. ....................................................................18
D1 provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organisational context......................18
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Brand management is defined as a technique which is used to enhance the perceived
value of goods as services. In addition to this, it is a marketing functions that consist of theories
and process to manage as well as strengthen organisation value & brand in an effective manner.
An effective brand management enables price of goods to high & develop loyal customers by
positive brand associations and strong awareness of offerings or brand (Abid, Abid‐Dupont and
Moulins, 2020). It is also a practice that consist of different attributes such as product, price,
packaging, distribution channels, market presence and so on that help in brand flourishing and
creation of better position in context to the competitors.
For the present report, Dyson is taken into consideration. It is a British technology
company which was established in UK in year 1991 by Sir James Dyson. The company
specialisation in designing and manufacturing of household appliances that is hand dryers,
vacuum cleaners, heaters, air purifiers, hair dryers, blade-less fans and many more.
The report will cover significance of branding as a marketing tool and the key factors of
successful brand strategy for managing and building brand equity. In addition to this, various
strategies of portfolio management, brand equity management and brand hierarchy is discuss in
the report. Moreover, how brands are managed collaboratively in both global and domestic level
is described. In the last, various techniques for managing and measuring brand value is
elaborated in the report.
TASK 1
P1 Significance of branding as a marketing tool & why and how it has emerged within business
practice
Brand is defined as a symbol, name, logo sign and other statements which represents a
specific brand at marketplace and by which it is recognizable in the mind of customers. IN
addition to this, brand differentiates offerings of company from other organisation as it renders a
distinct position of the brand at marketplace (Beverland, 2018). Brand equity is basically the
result of branding and is refer to a value premium which is developed from a product in a
identifiable name when making comparison with the generic equivalent. Organisation can
develop brand equity of their goods and services by making them superior in quality, reliable,

memorable and so on. It is the responsibility of an organisation to develop brand equity by
making use of effective strategies.
Branding is basically a marketing activity that consist of different actions with an
objective of retaining and engaging customer for longer time period and satisfying them in an
appropriate manner. With the assistance of effective branding, a successful position can be
formed of an organisation that required to be managed with the passage of time in order to attain
competitive advantage and gain long term sustainability as well.
The major key components which are included in creating a potential and strong brand
strategy consist of understanding of customers requirement and market research about the
organisation offerings. After this, competition analysis is take place in order to gain knowledge
about competitors strategy and at what level it stands in context of competition (Brooks and
Anumudu, 2016). After competition take place then it enable the company to differentiating its
brand and develop its as unique in front of target market. The next step is value proposition &
development of unique factors which benefits an organisation and develop a unique position in
order to fight with the competitors. In the last, company will engage in marketing activities and
procedure by considering all the measures to decline issues and attaining positive results in an
effective manner.
Importance of Branding:
Develop customer preference for goods and service: It is determine that huge variety
of goods & services develops and leads to confusion. This can be solve by the company by
developing a brand that customer know and trust as well. In addition to this, it is determined that
more a company give significance to branding, the more it create as customer preference and
help in long run as well.
Raise market share and revenue: It is stated that when an organisation does branding or
marketing, its market share and revenue enhanced in a proper manner. It means the company
become more stronger and effective than it was before. An effective branding help in raising the
sales of company which in turn leads to increase in revenue and market share percentage of
respective organisation.
Keeps competition: It is analysed that a market segment which is targeted by popular
brand is a big hurdle for many of the competitors (Keller and Brexendorf, 2019). In addition to

this, if a company develop as well as target a right segment then it gain the advantage of
attaining competitive advantage at marketplace.
Brand Pyramid: There are many versions of brand pyramid but one of the effective model
is based in the model developed by Miliward Brown. It consist of mainly five stages which
customer go through with brand that is from brand awareness to attainment of customer loyalty,
which are as follows:
Presence: At this stage, customers are aware about the brand but not fully. In addition to
this, customers may have tried products or service earlier but has no attachment with it.
Relevance: Herein, customers start thinking about whether brand fulfils their
requirements and needs. Along with this, customers start comparing the product in relation to the
value and quality as well.
Performance: The customers start comparing product with others in order to see whether
it gives potential or not. At this stage, the brand from which they buy product and services is
selected by the customers.
Advantage: This stage arise once the brand is chosen and herein customers analysed that
there is a distinct benefits to use brand as compare to others. Along with this, customers are also
associated towards brand with their emotions, sense of self and so on.
Bonding: It is the last stage and herein the customers have developed a bond with the
brand. They analysed product cost, performance and advantages at all levels which satisfy them
& make them happy. A strong attachment is developed with the brand and they start spreading
positive word of mouth to others about the brand.
M1 Evaluation of how brand are managed successfully over time associated with application of
models, theories and concepts
It is significant for an organisation to manage brand as it help in raising productivity and
profitability of an organisation. By the assistance of Aaker's brand equity model, an organisation
can manage its brand as it involve aspects such as brand awareness, perceived quality, brand
loyalty, brand association and intellectual properties as well.
P2 Examine the key components of a successful brand strategy for developing & managing
brand equity
Brand equity is defined as value proposition that is developed by the brand from specific
offerings which develop a distinct and unique position within the industry and strengthen market

position as well. It is significant for a business entity to focus on developing as well as
strengthening brand equity of where it offer product and services. High level impression is an
advertising organisation which provide effective solution & strategies to other companies to
improve their brand equity. Dyson group PLC is one of the main client of High level impression
Ltd for which the company is creating brand equity and branding strategy as well.
Dyson Group Plc is a British technology company which was established by Sir James
Dyson in the year 1991. The organisation is presently announced to move its head office in
Singapore from England in order to manufacture electric vehicles but after this, the plan is
terminated within the same year (Lim, Jee and De Run, 2020). The company offer its services
globally by retail supermarkets and discount stores as well. For developing and enhancing its
brand equity, the higher authorities of company make use of Aaker's brand model that involve
various elements and is discussed below:
AAKER'S BRAND EQUITY MODEL
As per the Aaker's Brand equity model, brand equity is consider as a mix of three different
elements that is brand association, loyalty and awareness as well. It is stated that these three
factors when aligned together add value to the brand in an effective manner. Along with this,
Aaker's brad equity model enables respective organisation to create an effective strategy that
consist of components which make the brand differentiated and effective. The various stages of
Aaker's brand model is given below in context to the Dyson Group PLC:
 Brand Awareness- It is the first component that shows popularity of an organisation & is
the initial stage of developing as well as strengthening brand equity. Dyson Group plc is a
renowned brand and has a unique image in market as it focuses on bringing innovation at
market that fulfil the requirements of customer.
 Brand Loyalty- It is an inimitable and rare resource of a company that is difficult to be
copied by the rivals. In addition to this, it is the next stage of brand equity and herein
company get to know about number of loyal customers of brand. This assist company to
bring out creativity that attract large number of people and raise number of loyal
customer's towards brand. In context to Dyson group PLC, it focuses on creating
revolutionary product in order to develop as well as strengthening its brand equity in an
appropriate manner.