Brand Management: Techniques and Strategies for Effective Branding

This report discusses the techniques used in brand management, such as brand extension and line extension. It also explores how Dyson manages its brand collaboratively and in partnership at both domestic and global levels. The report emphasizes the importance of brand reinforcement and the strategies used by Dyson to maintain its brand value and high-quality products.

Brand management

Introduction
Managing a brand at competitive marketplace is one of the most essential element which
requires lot of efforts and techniques. In the present report, Dyson is chosen as the base company
which is British technology company founded in the year 1991. Company deals in home
appliances such as hand dryer, vacuum, heaters, hair dryers and many more. The report includes
discussions about different techniques used to evaluate extended brand. Along with this it also
includes discussion about the management of brand at both national and international level.
Main Body
Critically evaluate various techniques used to extend brand
Brand leverage refers to a strategy which uses the power and name of the existing brand in
order to support the organization entry at the new marketplace but in the related category by
communicating its valuable information to the customers at the market area. There are ample
number of techniques used by management team in order to effectively the manage the brand.
Some of these techniques are brand extension, stretching or vertical extension and line
extensions. These techniques are used by the higher authorities in an appropriate manner so that
they will be able to extend their existing brand in an effective manner. In the present context of
Dyson, managers of the company examine all the elements which are as follows:

There are different techniques in context with Brand Extension as well as Leveraging which are
going to be discussed as follows:
BASIS LINE EXTENSION BRAND EXTENSION Vertical extension
Definition
It refers to the technique by
which a business entity can
introduce new range of product
with similar brand name.
It refers o the strategy
which is already
renowned brand enters at
the marketplace
unrelated category by
adopting similar brand
name
It is a technique of
reducing as well as
increasing the price and
quality in order to create
luxury as well as inferior
goods.
Purpose
It define as a technique used to
enhance its customer base as
well as in order to offer more
variety to their existing
customers of the company.
The main objective is to
leverage current brand
equity.
Herein, the aim is to
offer inferior product
along with the luxury
product in market.
It is examine that all these segments have own benefits along with some risk which is
essential for Dyson to leverage on their brand in best and suitable manner. For this, the business
entity must implement their line extension such as technique will help a business entity to raise
their brand awareness at the marketplace.
Examine how Dyson brand could be managed collaboratively as well as in partnership in both
domestic and global level.
Brand reinforcement is one of the most important concepts that can be used by all brands that
are willing to collaborate at international level. Dyson group PLC can also be managed at
international level by using the strategy of brand revitalization. In case of domestic level there is
use of partnership that is formed with many brands like Walmart for the purpose of having
Association with local partnership.
They have Main two strengths that is their high quality and affordable prices that they are
combining together and using as Strategies for the purpose of attracting a complete different

segments of customers.
It has them in increasing their overall revenue by making use of the available existing share of
market in their home country and for the using it as a strategy for the purpose of acquiring largest
share of market. It also helps them in getting a competitive position in the market because there
are a large number of existing brands that are offering high quality product but the reasonable
price is one such strategies that helps in getting a differentiation advantage to Dyson as one of
the most preferred brand for all segments of society that has higher upper class middle class and
also some where they are able to fulfill the needs of lower segment of society.
At the international level also Dyson is able to use the similar strategy for the purpose of having
collaboration with other brands like Tesco who are having Global presence. In this strategy they
are also using similar approach of acquiring More market share by having the high quality
products as their main differentiation from all other existing brands of international countries.
Having techniques of collaboration with other brands help them in taking advantage of their
Global presence and existing Goodwill in their home country.
From the above discussion it can be clearly seen that Dyson is a brand that is able to manage
their International and Domestic presence by using the two major strategies that are there brand
value and the high-quality products that they are able to offer to their target segment of market.
Brand equity is also a leverage tool that is used for the purpose of maintaining their Global
image. These are some of the strategies that helped them in maintaining their overall presence
and higher sources of revenue.
Conclusion
With the assistance of above stated information it has been concluded that managing a brand
on regular basis is very essential which add value to the products and increase the sales of
business entity at competitive marketplace. In addition to this, it has also been said that there are
various sort of techniques which can be used by management team in order to manage their
brand in an effective manner. Furthermore by doing all the functions in an effective manner,

business organization can manage the brand in an effective manner and produce positive
outcomes.
References
Books and Journals
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brings to brand management? The two pathways from social responsibility to brand
commitment. Corporate Social Responsibility and Environmental Management, 27(2), pp.925-
936.
Razak, M., and et. Al., 2020. Antecedents and consequence of brand management: empirical
study of Apple’s brand product. Journal of Asia Business Studies.
Likoum, S.W.B., and et. Al., 2020. Market-sensing capability, innovativeness, brand
management systems, market dynamism, competitive intensity, and performance: an integrative
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