Brand Management: Strategies, Hierarchy, and Equity

This document discusses the importance of branding and how to manage brands successfully over time. It covers portfolio strategies management, hierarchy of brand, and management of equity. The document also explores the strategies used by Dyson in brand management.

Brand management
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
INTRODUCTION.......................................................................................................................3
MAIN BODY..................................................................................................................................6
CONCLUSION................................................................................................................................7
TASK 2............................................................................................................................................7
Discuss about the portfolio strategies management, hierarchy of brand and management of
equity...........................................................................................................................................7
how Dyson managed collaborate and in partnership at local and global level..........................10
TASK 3..........................................................................................................................................11
techniques which are used for measuring and managing the value of the brand......................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
An organisation is provides various types of products and services to people to fulfil their
needs. They are sold under a brand name which shows that product belong to this brand. In an
organisation there may be different types of brands available and in that there are variety of
products which is sold in the market (Shaari, 2018). It is important for firm to manage their
brand in order to built a positive brand image in market. For that there are many ways in which
it can be done. Marketing is done in order to maintain brand. It allows in creating brand
awareness as well so that more people are attracted towards it. However, in order to market
brand or product it is essential to follow effective strategies. The use of strategy depends on type
of brand and what product is to be market.
In this report it will be described about importance of branding and how it emerge as in
business practice. Moreover, it will be discussed about key components of strategy used for
building brand and managing it. Along with it, strategy of managing portfolio, hierarchy of brand
management as well as brand equity. Besides that, it will be explained how dyson will manage
brand at local and global level. Furthermore, techniques used for measuring and managing brand
value will be described in it.
TASK 1
INTRODUCTION
For every business it is necessary to manage their brands in effective way. The brand
management is marketing function which allows in establishing brand in market and increasing
its value. For this there are different types of strategies used in it which helps in increasing brand
value and creating awareness in the market. In product each product sold or service offered is
under a specific brand name. Also, the products is recognised through that brand name. It
requires a in depth planning in order to manage brand in the market. It has to be done so that
brand image is developed and maintained (Zimbra,, Ghiass. and Lee, 2016)
. Brand pyramid is consider as an framework where its ultimate goal is to get the consumers to
understand as well as believes the essence of the brand. The more number of the customers
grasp the essence of the Dyson and are willing to eager to share with the other as stronger the
relationship and less likely to switch people to the other brands. Besides that, there are various
importance of branding which is specified as below :
Importance of branding as marketing tool
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It is considered as a vital role branding due to the overall influence over the firm.
Branding is vital as it aids the firm to obtain more share within market as well as leaves an
influences on the consumers. By applying right strategies branding makes a memorable
impression on the costumers. From branding consumers makes themselves different from other
people. Branding is crucial because its provides an overall influence on the firm.
Brand recognition- It is consider as one of the salient feature to a business as because it is how a
firm gets recognition and well known to the firms. One of the most vital element of branding is
logo as it is necessary the face of the firm (Zimbra,, Ghiass. and Lee, 2016)
. Branding is also necessary because it reaches to the consumers as well as serve them. That’s
why logo plays a vital role s it aids consumers to recoginise their brand. It is also used so that
their sales can be increased.
Trust within market
To present themselves in the marketplace Dyson takes each step very carefully that can used to
build the trust of the consumers. Mostly consumers prefer only those brands who are presented
themselves within a most unique as well as professional manner.
Satisfaction to the workers- If workers are works in an established firm then they have the
different level of attitude as reason behind such attitudes is that they gain more respect within the
eyes of the people that makes them pride. Such things are the reason behind the satisfaction of
the employees. Employees feels that not only respect but they have other amenities that are
provided to them such as communication with employees, offices for their own and many more .
Workers are becoming loyal to the firm as because firm’s helps a lot to make their career ,as
firm’s managers provides them various training that is good for their career also in certain field.
Advertising
It is one of the biggest thing that plays a vital role when it comes to branding Firms such as
Dyson use advertising within a manner that it aids to increase their consumer. It will also aids
brand within several ways and also this awareness will also increases and through that it will able
to achieve the growth of the firm (Zimbra,, Ghiass. and Lee, 2016). These are consider as the
modern tool that states that advertising has never end up to the firm to reach the target
consumers. It is also considered as outstanding branding when the established firms used them.
In this they are able enhance the appeal of the brand by which enhances the level regarding
objectives.
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Value of brand- It is also considered as vital if the firm has its scope within market as well as
looking to thrive operations of the firm so that the Dyson can also works its opportunities that
will benefit within future. Dyson is also known as the establish brand that proves that they have
more values as compared to their rivalries or new entrants. It is the reason that why Dyson has
more advantage than other brands. To make their base into various markets that enhance rate of
success will be easy for the brand.
Generate new consumers
For a long period of time Dyson is serving that aids them to gain experiences as well as earned
that is helpful in order to impact the consumers. It occurs due to right strategies that can be used
for branding to earn the loyalty of the consumers (Zimbra,, Ghiass. and Lee, 2016). Dyson has
maintained itself more successful as compare to others within marketplace. That’s the reason
Dyson will be an instant hit when any other product launched through it. There are various
reasons for it as it can utilized very methods regarding advertising that are consider as most
effective one.
Components of key strategy of brand for building and managing brand
It is necessary to manage brand so that its reputation is maintained in the market. This
helps in focusing on brand so that changes are made accordingly. Branding is completely
different from marketing as it constitute many other things. (Laforet, 2017)For that there is a
popular keller model which is used in it. However, customers needs to be made aware about
brand so that their satisfaction is gained. With help of this model it becomes easy to serve
customers in effective way and representing brand in strong way as well as establish it. In this
there are different levels which is described as below ;
Level 1 brand identity
It states that how customer perceive the brand and factors in which brand differs from
its rivals. In this it helps in making people aware about brand. Moreover, company establish
themselves in the market in strong way in order to attract more customers . this leads to rise in
sales and profits. Here, focus needs to be made so that further process is done as other stage are
dependent on this one.
Level 2 brand meaning – it is a stage in which if brand is properly established in market then it
creates curiosity in people mind. They want to know that what product are being sold and why.
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It means that product sold is of high quality, safe etc. thus here they understand meaning of
brand in effective way.
Brand performance
In this it is states that when a brand is highly and easily recognised by people in the
market then it is easy to manage brand. However, in this there are different factors as well due
to which people begin to judge brand they are product features, its quality, price, design, etc. this
is highly related to performance of brand.
Brand imagery
As name depicts it shows that what is image of brand in people mind. This means that
what appearance does brand is seen by them that is soft or rugged. So, dyson is clearly a soft
brand as its marketing is done with help of mouth.
Level 3 brand response
Here, after buying the product of brand the expectation level of consumer increases.
They start expecting more from brand and in this way their satisfaction is fulfilled. So, if brand
is able to fulfil those expectation then they can retain customer for long term. Through this it
becomes easy for company to create a positive brand image in the market. But on other hand if
expectation are not met then it can lead to create negative image in their mind.
So, judgment is when brand failed to meet the level of expectation of consumers and
feeling is when they have the curiosity to know more and want more of that product offered by
the brand
Level 4 brand resonance
It is last stage of kottler model in which if brand follows all above stages effectively
then they reach this one. However, there are only few companies who have reached here. The
stage state that brand gets successful when they get connected with social and psychological
factors of people. With this they are able to capture market and establish themselves as a strong
brand by fulfilling needs of people. Thus, if people prefer to buy dyson products over its rivals.
Thus, in this way all stages of model are followed by brand which allows them to
establish themselves in market and compete with other firms. Furthermore, they are able to
attract customers by creating awareness among them.
MAIN BODY
How brands are managed successfully over time
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In order to manage brand there are several theories and concepts applied. it enables in
organising and managing brand in effective way. Thus here , Aaker model is used by Dyson . it
is defined as
Brand loyalty – it means that to what extent people are loyal towards brand. So, here Dyson
analyse that how much people are loyal towards their company.
Brand awareness – it states extent to which people are aware about brand in the market.
Similarly, Dyson also evaluate that how much people known about their products, name, etc in
the market.
Perceived quality- this means the extent to which brand is considered as providing of high
quality products. Thus, Dyson find out that to what extent people think they provide high quality
products
Brand association- here, in this association triggered by brand is specified in it. therefore,
Dyson is having various association with others. It has led to creating good brand image
Other proprietary- in this IP and other asset are considered. So, Dyson is not having such high IP
and asset. Thus, they are not able to gain competitive advantage in market.
Thus, in this way by use of aaker model Dyson is able to manage their brand.
CONCLUSION
From above it is concluded that Dyson is serving that aids them to gain experiences as well
as earned that is helpful in order to impact the consumers. dyson is clearly a soft brand as its
marketing is done with help of mouth. There is not such a strong brand image of company in
the market. Besides they need to do stronger branding to create awareness within people.
TASK 2
Discuss about the portfolio strategies management, hierarchy of brand and management of
equity.
There are several portfolio strategy can be used in it. They are mentioned as below :
Active branding
It require data and info of promoting of brand and offering of products to customers in
the markets. For that it requires to anlayse data properly. In order to reach success a lot of effort
is required to be put in. in order to acquire attention and interest of people it is necessary that the
company works with patience and skills. This aspect of branding states that company can
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achieve control on communication between the industry and the consumers. In order to increase
sales brand can host a event such as campaign.
Passive branding –
In order to be successful in market and to gain competitive advantage passive branding is
different from active one. So, if brand is positioned properly and in effective way than
goals are easily attained. With that customer needs are identified and fulfilled. It is
necessary that the balance is maintained by the company between both the aspects
(Zimbra,, Ghiass. and Lee, 2016). Passive branding is suitable when the market is not
established and attempts are being made to establish it whereas suitability of active
branding is when company is looking for increasing their share in the market.
Strategic asset allocation-
This is completely different strategy as here allocation of asset is done on basis of
portfolio mix and investors. In this risk is identified and then portfolio is managed.
Apart from above, there are different types of strategies applicable within the Dyson for
managing their portfolio, hierarchy of brand management as well as equity.
Brand house:
it is consider as one of strategy that mainly used by Dyson which always established the
coordination with different venture, who will support for enhancing overall business capability
and ability. It should be consider the leaders which performed the specific task by using
significant approach because they always believed on the success of business. Dyson is a leading
brand which provide the best quality of product as well as service to their potential consumers.
For increasing the demand of business in marketplace so that they can use an effective
promotional strategy and focus on the improving brand value. In this way, it can easily increase
the popularity in marketplace (Yildiz and et al, 2020). the organization has launched the
vacuum cleaner and air condition product, afterwards it also offering the best price. Therefore, it
also gaining more competitive advantage in marketplace.
House of brand
It is another important model which are opposite to actual branded focus. By using this
strategy, Dyson is mainly dealing with the one brand and always tried to maintain consistency in
marketplace. Sometimes, they are acquire to the fixed the service and provided as separate entity
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in global world. The most popular brand also working under specific strategy in order to
establish the strong position in marketplace (Laforet, 2017). Afterwards, it is targeting the
potential audience through better quality of product as well as service. For Example- Unilever is
one of popular brand which also used and this type of model.
Hybrid brand
It is consider as an appropriate way to help the organization and combine with the of
brand. Afterwards, it becoming easier for providing the guidance of different architecture such as
master brand, endorser of brand.
Hierarchy of brand
It is an essential part of branding, which providing the facility to assess as well as portray
the efficient strategy. In order to evaluate the different element to improve the brand value in
global marketplace (Yildiz and et al, 2020). Dyson has been used this concept to handle the
brand capabilities and abilities. Also motivating the potential customer to purchase product
through organization.
Hierarchy of brand level
 Corporate brand level: it is the highest level whereas describing the details about each
and every product. Sometimes, it also faced the legal issue or problem among employees
within Dyson.
Family brand level: it is consider as umbrella type or band which easily classified on the basis of
product and service. For example;- Dyson provide air purifiers and other conditioner items
(Donzé. and Borel, 2019)
 .
 Modifier level: it may consider as configuration of particular item which mainly offered
by Dyson. It can easily assess the difference among different competitors on the basis of
quality.
Equity Management
The purpose is to easily grab the attention from large number of customers. In this way, it
can reach to the specific goal and objective (Yildiz and et al, 2020). Dyson always focused on
the fulfill need or requirement of client. Afterwards, it automatically increase overall business
productivity as well as profitability of Dyson in global marketplace.
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how Dyson managed collaborate and in partnership at local and global level
It is important for Dyson to manage brand at local and global level. As company is
operating in many countries and provide various products. For that they need to collaborate
brand in effective way and manage it (Tanveer. and Lodhi, 2016). This can be done either by in
partnership or by collaborating with it. it can be done by developing strategy. Likewise, Dyson
can build its brand both at local and global level. This means by collaborating at global level. For
that there are some brand extensions strategies and approaches which is as follows:
Brand extensions approaches and strategies
There are various approaches as well as strategies where Dyson is involved in marketing of
specified product and services. To develop the new items such as through using extensive
strategy as it has made vacuum cleaners. So it requires for Dyson brand to use the approach
regarding maintaining develops sponsorship as well as brand position. These are various kinds of
development that can be executed after developing various strategies regarding business that
involves management and develops sponsorship and brand position (MarÃn-Aguilar, 2019)
. These are the types of development that can implemented after various strategies regarding
business that involves management activates and brand.
Dyson brand can be reinforced and revitalized in various ways.
It is also focuses on the brand equity as well as focusing on the existing consumers that have
layout as well as knowledge of the business. In this way it also continuously increase the
demands across the world (Laforet, 2017)
. Fit and leverage in brand extension
It is also consider as one of the superior for the Dyson brands because of its various products as
well as services that are already launched and in addition to this products are competitive within
nature (Brahmbhatt. and Shah, 2017). It can be also used for increasing various categories of the
costumers relied on the demands, needs as well as requirements. In several situations ,Dyson
cannot fit itself in various categories so that unable to perform various tasks. It can also becomes
very difficult regarding brand awareness and also maintaining its positions in international
marketing.
Positioning and global marketing- It is known as one of the basic process that can be required
to be multifaceted due to the international character (Ritch, 2018). To target the audience that
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can be regarded to the brand’s awareness, thus it is vital step that needs to associate in terms of
needs of audiences, preferences as well as corporate values.
Brand collaborations and partnership- It mainly focuses on great value to identifying the
purpose regarding benefits. It is vital for brands to enter within partnetship as well as
collaborations with other. In such way it increase brand values automatically and also target
more number of consumers. On the other hand collaborations also increases brand’s demands.
TASK 3
techniques which are used for measuring and managing the value of the brand
Brand management refers to management is marketing function which allows in
establishing brand in market and increasing its value. The brand needs to be measured so that it
is identified whether brand value is attained or not (MarÃn-Aguilar, 2019). Then accordingly
changes are to be made in strategy. It allows in creating a value of brand. Here, measuring of
brand refers to managing it in effective way. Likewise, Dyson can also manage and measure
value of brand. For that there are different types of techniques available. The use of technique
depends on need of company and how they want to measure brand value.
Value of brand-
It is strategy that is used by those large firms who are having various brands In it. In order to
build s brand it requires a huge funds in this (Tanveer. and Lodhi, 2016). Alongside it, the
managers of Dyson can take different strategy which and tools in it. Therefore, the organization
needs to develop a structure of brand so that it will be easy to achieve goals and objectives.
Hence, it will be make things easy for Dyson to identify market gap and fulfill the needs of
customer.
Creating awareness
This means to create awareness in mind of people that they are able to remember and recognize
it easily. In this there are different strategies followed promotion, advertising, etc. With change
in process (Brahmbhatt. and Shah, 2017). Thus, awareness of brand us judge on basis through
repeated sales. For example, Dyson is having many products like air purifier, vacuum cleaner etc
besides that, it has to be change in things so that company can analyze which product is most
suitable in consumption pattern. In this there are two types that are recall and recognition. Thus,
evaluation is done by company.
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Market share
In this it emphasis on how much products are sold in market and profits generated from it. The
value of share in market is high as compared to total volume sold. Therefore, share of Dyson is
not high as company is not having such a strong brand image in market and there are many other
competitors as well. It is because of limited range of products offered by company to people.
Furthermore, strategies used by company to build brand (Risitan, Sorrentino. and Quintano,
2017).
Purchase intent
It focuses on the curiosity of the people against any brand which leads them to buy something.
This can be expected that repeated sales are vital for the firm to survive within marketplace
(Ritch, 2018). So that crucial actions are needs to take for the success in higher terms than
normal. Firms also focuses on the aspect that they needs to enhance their share within
marketplace.
Customer’s attitude- These are considers as three elements that are attached on such aspects
that is cognitive, affective as well as information on the basis of performance as well as past
actions of the entity and in addition to this future strategies of the firm. It is vital to be note that
brands took actions after the viewing of the costumers attitudes because to the fast changing
trends that can simply change the whole perspective of buying or purchasing of product that
sometimes incur huge profits or huge loss for the entity. It is crucial that Dyson prepares for the
negative side also and work on the upcoming changes to survive for long period of time over the
years (Risitan, Sorrentino. and Quintano, 2017)
CONCLUSION
From the above it had been concluded that brand management that helps in increasing brand
in order to manage brand in the market. Dyson and are willing to eager to share with the other as
stronger the relationship within market as well as leaves an influences on the consumers. Report
focuses on key strategy of brand for building helps in focusing on brand so that changes are
made brand identity and this leads to rise in sales and profits, brand meaning, Brand
performance. There are different factors as well due to which people begin to judge brand, its
quality, price related to performance of brand. It also focused on brand resonance when they get
connected with social and psychological factors of people, which allows them to establish
themselves in market and creates awareness among them. It also focused on about the portfolio
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strategies management, hierarchy of brand offering of products to customers in reach success a
lot of effort as well as increase sales brand as Passive branding is suitable when market is not
established and attempts are being made to establish it whereas suitability of active branding.
Furthermore it focused on Brand extensions approaches and strategies and many more
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REFERENCES
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(Manoli, 2020)
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