Brand Management: Techniques and Strategies for Effective Branding

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: