Techniques for Brand Leverage and Extension

Project

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Critically evaluate various techniques adopt to leverage & extent brand...................................3
How brands could be managed collaboratively at both domestic and international level..........5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Brand management is defined as steps, procedure as well as strategies that are used by an
entity in relation with managing & strengthening brand in an effective manner. It is consider as a
significant step, which allow an organisation to widen the scope of success and profitability of
the brand (Beverland, 2018). For the present report, Dyson is chosen as a base company. The
company was founded in the year 1991 and its head office is located in England. The products
offered by company are air purifiers, vacuum cleaners, bladeless fans, hand dryers and so on.
The report will cover different techniques used to extent and leverage brand. In addition to this,
there is description about how brand could be managed collaboratively at domestic and global
level as well.
TASK
Critically evaluate various techniques adopt to leverage & extent brand
Brand leverage is defined as a strategy to use the power of existing brand name in order to
support an organisation’s entry into anew but related category. It is determine that brand leverage
is achieved by communicating information of goods and services to users. In relation to Dyson,
The Hoover is the brand which can be leveraged. It is because it is a famous brand in UK that
have same market share and a brand name in market. Dyson could enter inti new categories
easily & gain success rapidly.
There are various techniques in relation with Brand Extension and Leveraging that is discussed
below:
BASIS LINE EXTENSION BRAND EXTENSION Vertical extension
Definition
It is consider as a technique by
which an organisation can
establish or introduce new
variety of goods associated with
same brand name.
It is define as an strategy
and herein an already
renowned brand enters
into unrelated category
by using same brand
name (Greco and Polli,
2020).
It is defined as a
technique of decreasing
and increasing price and
quality to create luxury
and inferior goods.
Purpose It is determine that such The main objective of Herein, the main purpose