Brand Management Strategies and Importance

This report discusses the importance of branding as a marketing tool and the key components of a successful brand strategy. It also explores strategies for portfolio management, brand equity management, and brand hierarchy. Additionally, it covers the concept of brand leverage. The case study focuses on Dyson Group Plc, a UK-based technology company.

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1: Importance of branding as a marketing tool..........................................................................3
P2: Key components of successful brand strategy......................................................................5
LO2..................................................................................................................................................7
P3: Strategies of portfolio management, brand equity management and brand hierarchy..........7
LO3..................................................................................................................................................8
P4: Brand leverage.......................................................................................................................8
LO4................................................................................................................................................11
P5: Measuring and managing brand value.................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand management is basically one of the major functions to a company or business,
because by managing own brand, a company can easily improve the value if its brand in the
market. Currently most organisations within the market are investing very huge fund for
systematically managing their brand in the market. When a company properly manages its brand,
then it will be able to achieve very appropriate results in the market. This is the main reason that,
every business should always put its huge efforts for properly managing its brand. This report
discusses the brand management aspect of Dyson Group Plc, it is basically a UK based
technology company which was established in 1991 by Sir James Dyson. The company provides
different technology-based products and services, like; air purifiers, desk fan, vacuum cleaners
etc. Currently Wilshire, England is the headquarter of Dyson company. This report discusses
various key strategies, techniques and tools also which can support to this organisation for
properly managing its brand in the market.
LO1
P1: Importance of branding as a marketing tool
There is branding is very important to a company, because this represents the actual value
of own company in the market (Sazvar, Ghaedi and Mohamadi, 2019). In other words, branding
is generally a marketing practice to different businesses which helps them for gaining huge
goodwill in the market. This is the main reason that mots companies within the market are
investing huge fund for making their branding more and more effective. Top-level management
at Dyson group should also some appropriate fund for improving the standard of own business
branding in the technology market of the United Kingdom. There is some key importance of
branding has been discussed below for the Dyson.
Enhances recognition: The branding can play an effective important role to Dyson in the
context of enhancing recognition of its brand in the market. Basically, enhancing recognition is
one of the leading tasks to this company for making its an effective image in the market.
Currently major competitors of Dyson company are also putting their huge efforts for enlacing

their business recognition in the market, so that it is necessary to Dyson’s upper management for
taking proper use of branding to highly enhance its recognition in within the market.
Creates trust: Branding helps in creating trust of business in the market. Basically, proper
branding provides a base to business for making loyal customer base in the market. This is the
main reason that, Dyson’s upper management should create trust of its company in the market by
using branding aspect (Abosag and et.al., 2018). It is very necessary to this company for
generating huge profit margins in the highly competitive market as well.
Provides exclusive identity: Branding mostly contributes in a company for providing the
exclusive identity to a business as well. That’s why there are Dyson is also able to get an
exclusive identity in the market with the support of branding. Basically, the company should
focus on innovative some exclusive and different range of products and services, so that people
or customers can consider this company as an exclusive brand in the market.
Motivates employees: Each person or employee within market always like to work in an
effective and reputed brand. Basically, employees always be motivated while working in a
highly reputed brand. That’s why the existing company also need to make its brand highly
reputed in the market, because it is necessary to this company for highly motivating its
employees in the market. At the end, these all employees will be out their huge efforts in the
workplace of Dyson when they get motivated through the reputed branding.
Attracts new customers: Currently most businesses and companies within the market wants to
attract lots of customers towards their respective brand (Vidyanata, Sunaryo and Hadiwidjojo,
2018). In this situation, branding in the best way to each business for attracting many or new
customers and people towards own brand. Top-level management of Dyson should take
appropriate decisions towards gaining the new customer base by using branding as a marketing
tool.
These all are some key importance of branding as a marketing tool to Dyson. The
management of company should take different productive steps towards make its brand more
effective to access lots of new advantages as well. It has effectively emerged in the businesses in
the last many years. From the recent few years to date, many of venture and companies within
the market has fully depended on the branding, because it provides great growth opportunity to

each business. Of course, upper management of Dyson is also completely aware about the
different advantages and roles of branding. So that, many times it takes steps towards gaining
new customers with the support of branding as well. Currently market competition is increasing
in each industry, so that existing management of Dyson should take some proper steps towards
using different tools, models and theories of brand management for effectively dealing with this
situation competitive of market. Basically, there are various theories and models available in the
market which can support to each company including Dyson group for properly emerged and
manage branding on own workplace (Mohan and et.al., 2017). There are Theory of Brand
Loyalty is one of the most popular theories of branding which can Dyson for perfectly managing
its brand in the market.
According to theory of brand loyalty, Dyson company should always be loyal with its
different customers in the market place. The company can completely avoid producing such
products and services which has poor quality, because most people or customers within the
market like to buy only quality products and services. By taking this step, this technology
company will be able to gain huge profit in the market. Upper management of company should
only focus on producing the quality products and services for positively affect to the customers’
perception. This company can use different approaches of operations management, like; total
quality management (TQM) and just in time (JIT) for maintaining an excellent of all products
and services. By considering these all factor, Dyson will be able to gain a loyal customer base
within the market by improving its brand loyalty.
P2: Key components of successful brand strategy
Currently there are lots of key components of a successful brand strategy exists in the
market which can support to a company for building and managing brand equity. The Dyson
should always consider these all components of a successful brand strategy to properly build and
manage its equity of brand, in which some key components has been discussed below;
Public relations: This is the first most important component or element of a successful brand
strategy (Garcia-De los Salmones and Perez, 2019). According to this component, Dyson’s upper
management need to put its huge efforts for all public relations effective. By maintaining
effective relations with people or customers, this company can easily build and manage its higher

brand equity. It is very important task to this company, because with the support of effective
public relations, this company enable to boost its brand image in the market.
Social media: In this modern and dynamic world, social media is another key component of a
successful brand strategy. Basically, by using this component Dyson will be able to build an
excellent interaction values with different customers. Currently many of other businesses are also
taking lots of advantages through social media in the context of building and managing effective
brand equity. That’s why Dyson’s upper management should always consider this component
also to build and manage its brand equity.
Emotion: There are emotion is the next important component of the successful brand strategy, in
which this also plays an excellent role in building and managing the brand equity. According to
emotion component, upper management of this company should make heart to relationship with
all customers, because by taking this step Dyson will be able to make emotional connection
between its brand and customers (Ashraf and Himel, 2018). Basically, this is component helps in
making loyal customer base, so that this is highly needs to be considered.
Loyalty: Brand loyalty is generally everything to any company, because it increases trust of a
brand in the public. Currently this loyalty is another important component of successful brand
strategy, which is productively contributes in make strategy of brand completely successful.
There are providing the best services on favourable prices is one of the best ways to Dyson for
increase customer brand loyalty in the market.
Values: Moral and ethical values of a company is also an effective component of successful
brand strategy which also can contribute in proper development and management of brand
equity. Currently most customer within the market always like to purchase products and services
from only such organisations and companies which mostly follows different moral and ethical
values in their respective workplace. So that, upper management of Dyson should mostly focus
on following the moral and ethical values in daily business operations.
Employees activism: Employees activism is another key component of successful brand strategy
(Wider, von Wallpach and Mühlbacher, 2018). Basically, this component helps to a company for
put a very positive impression on different customers and people in the market. this is the main
reason that, Dyson group should always provide some productive training sessions to all

employees for increasing the employees’ activism in its daily operations. So, at the end this
company is easily able to build and manage its brand equity in effective manner.
LO2
P3: Strategies of portfolio management, brand equity management and brand hierarchy
Currently there are different strategies available in the market which Dyson company ca
use for properly managing portfolio, brand equity and brand hierarchy, in which these all
strategies have been discussed below;
Strategies of Portfolio Management
Portfolio management generally helps in taking decisions towards investment for a
company, and that’s why it is necessary to each business.
Strategic asset allocation: This is one of the best strategies for portfolio management. In this
situation, upper management of Dyson is highly required to adopt and use this strategy, because
this will provide a specific framework to this company that can support in the management of
portfolio (Matute, Palau-Saumell and Occhiocupo, 2019). Basically, portfolio management is
very necessary task Dyson, because this contributes in strategic allocation of assets.
Active management: Active management is a very simple strategy in the context of portfolio
management. In this situation, upper management of Dyson should follow the concept of active
management strategy by making make it’s all operations too much active. At the end, company
will be able to simply manage its portfolio with the support of this strategy.
Strategies of Brand Equity Management
Brand equity management is also a key activity to the upper management of company,
because it contributes in building high brand equity in the market. Brand equity is generally
brand’s actual position in the market.
Build awareness: This is very important strategy in the terms of effectively managing brand
equity in the market of a company (So and et.al., 2018). So that, Dyson can adopt this strategy
for properly managing its equity of brand within the United Kingdom.

Make strong relationship: This is another key strategy for managing brand equity in the market.
That’s why upper management of Dyson should take proper steps towards make effective
relationship with different people for systematically managing its brand equity.
Strategies of Brand Hierarchy
Brand hierarch is generally a process of concluding the strategy of brand through
projecting the nature and numbers of distractive and simple components across the business
product revealing brand components’ explicit ordering.
Use simple names: According to this strategy, Dyson’ upper management need to use the
simplest names for its different products and services which people or customers can be easily
remembered (CAKMAK, 2016).
Run informational ads: This is the next strategy to this technical company, because when
company run various informational ads in the market, then it will be able to simply manage
hierarchy of its brand. Through informational ads company can easily aware people or customers
about its products and services.
LO3
P4: Brand leverage
Brand leverage is defined as a process where a brand usage the dignity of other brand to
enter into a new product segment. This is more like a communication of the brand in respect to
its new product launch.
Brand extension and leverage
Brand extension is a process involves enhancing the value of brand across the globe.
Brand extension involves entering into a new product segment to achieve higher growth values
and potentials. Following approaches can be implemented to conduct the brand extension
process.
Brand collaboration: Brand collaboration is a process in which brand frame collaboration with
other companies to produce the new product or service. In this approach company make strategic

alliance with the brand to produce a new product. Dyson Group PLc can make strategic alliances
with other companies to frame collaborations so that new products of the company can be
developed. Brand extension involves launching a new products in new market which allows
company to take a support from other companies involve in the respective business. Brand
collaboration is among the most successful brand extension strategy as it allows company to
launch the new product on its own name irrespective to any collaboration company has framed to
develop a new products (Golob and et.al., 2020). Company also get to utilise the experience of
other organisation involve in product development activity. Collaborations are formed on the
basis of a certain terms and conditions which brand needs to meet up. Collaboration can be
formed on the ground of any benefits or advantages weather a share in profit or in any other
context. This strategic tool allows company to launch new products without considering any
quality product research or market research. This strategy of brand extension takes less time and
investment of company to launch a new product in market. Collaboration is always an effective
strategic option company can channelizes to produce a new product in market.
Partnership: In order to implement the brad extension strategy Dyson Group Plc can make a
strategic partnership with other companies associated with same market segment part of business
environment. Partnership is formed on the basis of certain terms that involve sharing of profits
and other benefits. Partnership involve two companies come forward over a mutual terms and
conditions acceptable for both the companies. It becomes important for making partnership both
companies must be convenient for each other work cultures. Partnership involve in most of the
cases launching product in the market on the name of both companies involves in the partnership
(Wang, He and Barnes, 2017). Ownership over the products and profits are distributed on a
certain terms and predetermined share. This is an effective strategy involve in product
development activity as Dyson Group Plc do not needs to involve in conductive exclusive
research over product development activity. The other company involve in partnership will
provide the complete access to the company over the product development process. This allows
the company to deliver the new product at prices below the sales price in general case scenario.
Both the above mentioned strategies are effective strategic choices available for the
company. Brand extension is a critical process as it involves risk factor of company’s resources
along with brand image of company in market. It is possible that company get to face the failure

in the new market irrespective to any brand value in the existing market segment. Both the
strategies serve its own benefits and advantages as a part of market extension and brand
extension. Dyson Group Plc can achieve the better market share with the support of both the
strategic options available.
Brand reinforcement strategies
Brand reinforcement is about to gain the same barnd influence in market as the company
used to address in the earlier times. Strategies like global; branding and positioning strategies can
be framed to achieve the brand reinforcement.
Global branding: I order to implement the brand reinforcement global branding strategy can be
used. This is the strategy company use that includes channelling the precise marketing campaign
at global level. Company aims to promote its products and services at international level even at
such location were company do not involve in any trading in current time. Marketing is always a
key strategic option company has that allows generating effective sales in market (Nguyen,
Melewar and Hemsley-Brown, 2019). Branding of company at global level involve marketing
campaigns at different social media platforms, search engines, digital mediums and other
marketing and promotional mediums. All these marketing and promotional mediums allow
company to achieve the best level of brand value and image in target market.
Positioning: Positioning is another strategic option available for the company to achieve the
effective brand value in market. This is the strategic choice option involve product positioning in
such a way that company get to achieve the best level of business in market. Social values and
income of people always changes. Over the period of time the huge base of middle class income
peoples have created across the globe. It becomes essential for Dyson Group Plc to reinforce its
brand image in market (Tran and Nguyen, 2020). Product positioning play a crucial role in the
sales of company. This factor of marketing allows potential customers base towards making the
buying decisions in respect to company’s products and services. Company currently use social
media, holding, internet, and digital platforms to position its products in market. All the four
strategies allow company to achieve its sales targets.

The above mentioned strategic choices allow company to improve its market presence.
Company can reinforce its sales objectives and targets and also top achieve the bets level of
growth potential in market.
LO4
P5: Measuring and managing brand value
Many techniques are used to manage and measure the brand value of company in market.
This becomes essential for the company to assess its brand value in order to analysis about the
potential of organisation in order to achieve the business objectives (Arvidsson and Giordano,
2018). On the basis of the evaluation of brand value company frame all its marketing and
promotional strategies to entertain the business objectives. Factors like brand value, brand
awareness, market share, consumer attitude and purchasing intent are used to analysis the brand
value of company.
Brand value: Brand value is the factor that denotes how trust worthy the image of the brand is.
It becomes essential for the company to have a positive value of brand in market. Brand value
allows company to attract the purchase decision making of customers all across the globe. This is
more like a dignity of the company in market. It becomes essential for the company to entertain
effective brand value in market (So and et.al., 2017). This is the tool which allows company to
sustain its existing customer base along with it allows company to attract new customers in
market. Dyson Group Plc carries an effective brand value in the associated market sector.
Company is among the top brand in the sector and this attractive brand value of company has
allowed the organisation over the period of time to sustain the customers along with attracting
new customers towards buying company’s products and services in market.
Brand awareness: Brand awareness is a term denotes that how popular the products offer by
company is in the dealing market sector. It involves how much the peoples all across the globe
are aware about the products offer by company to meet its business objectives. Brand awareness
is another key tool associated with company that allows the company to achieve all its objectives
of business. In marketing campaign company always try to project its entire product portfolio in
precise manner so that all potential customers across the globe get to know about the brand as a

part of the brand awareness (Zenker and Braun, 2017). Company also run its branding campaign
with the support of famous personalities that promote company’s products and services in
market. Brand awareness is more like portraying all the details about the organisation in its
market campaigns. This not just involve projecting all different products offer by company along
with it involves details about the organisation when it is established who is the founder and
various information related to organisation. All these aspects allow company to achieve the best
level of business in market.
Market share: Market share of company also project about the brand value of company ion
market. Share of market is the indicator of the company’s presence in dealing market. This is the
projector that projects all detail aspects related to company’s influence in the market. Market
share is the term that project what business company has achieved over the past one year. This
figure denotes the sales figure achieved by company in market (Baalbaki and Guzmán, 2016).
All strategies of company related to promotions and products development are based on the fact
that company aims to increase its market share. As per the recent sales figures it can be denoted
that Dyson Group Plc is among the top brands associated with the market sector. This position of
company is analysed on the basis of the market share of company. Market share is the crystal
clear indicator of the company’s performance in the market.
Consumer attitude: Consumer attitude is another key factor impact over the brand value of
company in market. All such companies that is capable to deal with the customer’s attitude
effectively able to achieve the high brand value in market. Altitude of customers influences the
buying decision of customers. Company project all its promotional campaigns to match up with
the attitude of customers in market. This is a crucial factor that project weather the customer will
be able to buy company’s products or not (Nguyen, Melewar and Hemsley-Brown, 2019). Dyson
Group Plc is among the top brand associated with the business environment. One of the key
reasons why company has achieved such a huge success in market is all because the company
has been able to meet up the requirements attached with the attitude of customers. Attitude of
customers are influenced with many factors like options available in market, requirements of
customers, company’s product portfolio and various other elements that influence the customers
attitude.

Purchasing intent: Purchasing intent is also a primary tool influence the brand value of
company in market. In case the company is dealing in outdated products and services than it will
not attract the purchase decision making of customers in market. Parching intent denote the fact
that how much the company has been capable to keep up the customers intent in market. It is
necessary for the organisation to meet the standards of customers in respect to its purchasing
intent. If the organisation and brand is capable to meet up the standards involve in purchasing
intent of customers than the brand would consider the huge brand value in market. This is the
factor that denote about what are the demands customers carry in respect to a certain products
and services in market.
All the above-mentioned factors are denoted about the brand value and its associated
factors that influence the brand value of company in market. All such factors influence the
buying decision making of customers which is directly connected with the brand value in market.
CONCLUSION
This report denoted different aspects related to brand management. Brand value is among
the primary factor involved in brand management. Brand management involve brand value of
company, strategies company can implement to increase its existing brand value and many other
factors that impacts over the presence of company in market. Brand value is the primary tool
customer look at while making any purchase decision making related to any products of
company. Company also channelizes different promotional and branding campaigns to entertain
the high brand value ion market. Different tools such as market share, brand popularity, customer
interest, brand awareness and other factors influences the brand value of company in market. It
becomes essential that how well the organisation has been capable to meet up the expectations of
the customers. In order to have an effective brand value it becomes important for the company to
deal with the expectations attached with the customers in market. All this aspects of brand value
also directly influences the market presence of company.

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