Brand Management Strategies and Importance

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