Brand Management: Importance, Strategies, and Components

This document discusses the importance of branding as a marketing tool, key components of successful brand strategy, and strategies of portfolio management, brand hierarchy, and brand equity management. It includes a case study of Dyson Group Plc, a technological company in the UK.

UNIT 41: BRAND
MANAGEMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Importance of branding as a marketing tool..........................................................................3
P 2 Key components of successful brand strategy.......................................................................4
LO 2.................................................................................................................................................5
P 3 Strategies of portfolio management, brand hierarchy and brand equity management..........5
LO 3.................................................................................................................................................6
P 4 Brand leverage.......................................................................................................................6
LO 4.................................................................................................................................................7
P 5 Measuring and managing brand value...................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Brand management is a very essential element in an organization because this can help
the company to be able to have higher profit margins and larger customer base for themselves.
Currently, most of the organizations are having huge investment which is being done by the
company so that there is better functioning so that the organization can also have higher brand
recognition in the market. Dyson Group Plc is having a strong brand management for them in the
market of United Kingdom. The company is from technological industry which was established
in 1991 by Sir James Dyson. The headquarters of the organization is in Wilshire, England and
the organization is providing the customers with technological products and services which is
what is required by the customers as well. Products and services which are being served by the
company are air purifiers, vacuum cleaners, etc. There are a lot of strategies and tools which are
present in the market so that there is a better functioning and brand management which can be
done by the organization which is a great factor.
LO 1
P 1 Importance of branding as a marketing tool
There is a requirement of the right funding which is important for the company to have so
that there is a better reputation which the company can make for themselves. There is a
requirement of a lot of technological factors so that there is an importance branding. Branding is
a practice which organizations use so that they can increase the goodwill of the company in the
market. More the investment in this practice the higher brand value the organization will be able
to gain for the better. Dyson is using the technological development very effectively which is
why the company is having a stable standard and importance in the market. There are key
importance’s which are given to Dyson and can be discussed as the following. Provides exclusive identity
Branding gives a unique identity to the organization so that there is a better support which the
company can get in the market (Couto and Ferreira, 2017). There brand focuses on the products
and innovations which are taking place in the products and services for the better experience of
the customers. Innovation in the market is good for the value and brand recognition in the market
because customers appreciate new ideas and creativity in the market which is a great opportunity
for Dyson.

 Creates trust
There is a higher trust level of the customers in the company when there is a strong branding
of the organization. Dyson is having a higher trust factor with the customers because they are
being able to communication and operate better and effectively in the market (Iyer and et.al.,
2019). The competition in the market is increasing and it is very essential for the organization to
get higher profit income so that they can invest in creating a higher brand image in the market. Motivates employees
The employees will be motivated to work in a strong brand image company so that there is
going to be better reputation and maintained of the company. The workforce of Dyson is very
motivated in nature which is a great factor. There are in the present high motivated employees
which are working in the company and are helping the organization to maintain their standards in
the organization so that there is an effective functioning. Good workforce does help the company
to have a strong reputation and the branding can be done according to this factor for the future. Attracts new customers
Brand image always gets in new customers because the strong the brand image the more
blind trust the customers have in the company (Veljković and Kaličanin, 2016). Dyson is having
a strong reputation for them in the market so that there is a higher productivity and functioning.
The use of right tools and decisions for the organization can help the company to be able to
function effectively in the market.
 Enhances recognition
Branding has a very essential role for Dyson because there is going to be recognition of the
company in the market even better. This is very essential because the company has an effective
image in the market and that is going to be very useful and helpful for a long run. Currently
Dyson is having a huge competitive market for them and branding can help the organization to
be able to function and recognize them in the market from time to time and that can only be done
with the help of the decisions of the upper management of the company.
These are the tools and important keys which have to be considered by Dyson to be able
to create a brand value for them in the market. There are a lot of productive steps which the
management of the company will have to take so that there would be an effective functioning.
Currently the competition in the market is increasing which is why it is very important for the
management to be able to take decisions according to them so that there would be better

functioning. There are a lot of theories which are present but theory of brand loyalty is being
used by Dyson so that they can capture the managing brand market of the company which is
going to help the organization to be able to have better functioning.
There are a lot of tools and steps which are required by Dyson to consider so that they
can have a competitive advantage. Dyson is using the right theory for getting a brand value in the
market so that the company will be able to function (Powell, 2017). There is a loyalty of the
customers and the employees because of this factor. The company is using different operations
management which is JIT, TQM, etc for a better service and reputation of the organization in the
market. The quality of the products also have to match the standards of the company and if they
are matching then they have to be well maintained in the company so that there is a better
functioning and improvement in the branding can be done of the organization.
P 2 Key components of successful brand strategy
There are a lot of strategies which can get success in the organization which are present
in the market. Dyson changes their strategies for branding from time to time so that they can
have better reputation in the market (Pecot and De Barnier, 2017). There are some major
components which have to be worked upon so that there is a better loyalty of customers and
higher value to the brand which can be added for the better functioning.
Keller’s brand equity model is a framework which can be used in the organizations so
that the customers can be bind in the firm so that there is a better experience of the customers.
There is full information which is sent out to the clients of the organization so that there is a
better branding which is present. There are four steps in this pyramid of Keller which are
salience which means who is the brand, second step is the performance means what is the brand,
third step is feelings which is what is the brand about and the fourth stage is resonance which is
what the relationship between the brand and the organization is. These stages have to be taken
care of by the brand so that they will be able to create a strong base for themselves in the market. Brand positioning
Dyson have positioned themselves as a high-end innovative brand. Dyson products are a very
good quality and always have the latest innovative functions. Dyson are market leaders in
vacuum cleaner technology, and are constantly developing new features and products so they
maintain the position in the market. Customers are willing to pay more for Dyson products

because of the innovation and quality, so Dyson can charge a higher price, which perpetuates the
brand position of a high-end product.
 Loyalty
There is a public trust which branding gets in the company which is going to make the
company have higher profitability in the market. There are going to be favourable pricing of the
products if this factor is strong. This is a very essential component for the organization to be able
to maintain their reputation in the market so that there is a better functioning and brand equity in
the market.
 Employees activism
There is going to be a positive impression on the customers and the training sessions for the
employees is also going to be better and daily operations are going to be monitored. There must
be a stable functioning and reputation of the organization in the market. There has to be a strong
employee base in the market so that the organization will be able to maintain their functioning
and reputation which can help Dyson to get image of the company be built stronger (Fetscherin
and et.al., 2019).
 Public relations
The company will be able to have a larger impact on the customers so that the relationship of
the customers can be maintained (Beck, 2016). There are a lot of tasks which are taking place
and effective public relations are a good factor for the company to have for a long run.
 Values
There is a moral and ethical values of the organization has to be maintained so that there is
going to be a proper distribution and development of the brand equity. There has to be a good
upper management in the company so that there is going to be a better functioning and the
workplace is going to have positive operations. There are different ethics and values which
Dyson are using so that they can make the employees as well as the customers are comfortable in
the organization. The brand values can be used to encourage the consumer to buy from one brand
over another. For example at Dyson they value innovation and keep innovating their products.
Customers know and trust that Dyson products will use cutting edge technology and be of a very
good quality, so they trust the brand and are more likely to buy from Dyson.
 Emotion

There are a better relationship with the customers when there is a strong branding of the
company in the market and Dyson is being able to maintain that and understand the emotions of
the customers is very essential for the improvement and brand image in market (Golob and et.al.,
2020). There has to be a good communication with the customers of the company and only then
the organization will be able to get in the changes and the brand value of the company will be
able to be better for the future. Some organisations can choose to play on the emotions of
consumers to make them want to buy the product. This strategy works well for brands who have
a long history and can play on nostalgia, such as Worther’s Original sweets where the customer
remembers having the sweets as a child.
 Social media
For branding social media has been used the most which is a very good strategy for any
organization globally in this modern time. There are different interactions which are present in
the company with the customers which is a very essential factor for the organization. Currently
Dyson company has been taking a lot of advantage of this factor so that they can have a better
functioning and brand equity is present I the organization which is going to be built and
managed.
LO 2
P 3 Strategies of portfolio management, brand hierarchy and brand equity management
There are different strategies which are present in the market for Dyson Company so that
the portfolio, brand hierarchy and brand equity of the company and the brand equity is present in
the organization.
Strategies of brand equity management
This is a very important factor for the upper management of the organization which have
to make sure that the company is having a good branding for the organization and there is higher
brand equity which is present in the organization.
 Make strong relationship
For having a strong brand equity there has to be a good relationship with the customers.
Upper management of Dyson are taking the right measures so that this factor can be well

maintained (Romaniuk, Wight and Faulkner, 2017). Dyson keep developing products so that
customers continue to believe they are innovative.
 Build awareness
There has to be better management which has to be done for equity in the market. Dyson has
implemented a lot of measures so that there is a better functioning in United Kingdom. Dyson
keep reinforcing the brand by naming all of their products Dyson something, for example, Dyson
Hoover, Dyson Hairdryer. This makes more customers aware of the brand, especially in different
markets, for example customers who don’t need vacuum cleaners might now know about dyson
because of the hairdryer or fan.
Strategies of portfolio management
There have to be right decisions which have to be taken by the organization so that the
portfolio of the organization can be improved and the business will be able to grow effectively in
the market.
 Branded house
Dyson use a Branded House model for their different products. Each of the products in the
portfolio are start with the brand name, such as Dyson hoover, Dyson fan, Dyson hairdryer. Once
the customer has a positive experience with one product they are more likely to but another
product from Dyson. There is a risk that if the customer has a bad experience they might not
want to buy another dyson product. House of Brands
The house of brands is a portfolio of different brand names owned by one company. This
would not be good for Dyson as they want customers to have loyalty to the brand. This works
well for some companies though as it means they can sell lots of completely different products
without the customer knowing they are all owned by the same company.
 Active management
This is going to make the portfolio of the management have better functioning. Dyson is
having operations in the management strategies so that there is an active management
(Kasemsap, 2018).
 Strategic asset allocation

The management will have to select the best management strategies for branding so that there
is going to be better management. There is a lot of strategies decision making which is being
done by upper management which is necessary so that the company is going to have better
allocation.
Strategies of brand hierarchy
For branding there is a need of getting the right strategy for the organization which is
going to project the organization the best in the market so that the customers can trust and Dyson
will be able to have higher sales in the market (John and Torelli, 2017).
 Run information ads
There are technical strategies which have to be taken up so that the ads are more informative
at the same time attractive for the customers. There has to be easy information about the products
and services so that the customers and people are aware about the products and services which
the company is having (Piehler and et.al., 2016).
 Use simple names
There have to be simple names which have be selected for branding so that the customers can
remember them and attractive at the same time so that the company can have more customers
and make the organization have higher productivity.
LO 3
P 4 Brand leverage
There is a higher dignity brand products which the company must produce and respect of
the company for the organization is going to make the organization have better functioning.
Brand leverage and extension
There has to be global recognition of the organization which is needed so that the new
products are well segmented and they can achieve the objectives easily. The approaches have to
be implemented effectively and efficiently.
 Brand collaboration
The company will have to get in new products in the market so that there is going to make
the customers have variety (Cannatelli, Pedrini and Grumo, 2017). To get new products the
organization will have to collaborate with other organizations in the market by using the right
strategy so that they can have a better functioning. Dyson group Plc has already collaborated

with a lot of alliances in the past which is why the company has a great experience in this factor
and this is a great advantage which the company can have for a long run. There are a lot of
advantages which are present in the market and the qualities of the products have to match the
standards of Dyson which is going to be a great factor. The quality of the products must not get
affected which is why the organization will have to use the right strategy for themselves so that
there is going to be a better sales of the products. All the departments and operations of the
organization must decide for the company so that the productivity of the company also does not
get affected for a long run in this industry. Use of right strategy and not losing on the control and
monitoring on the company is a very essential factor for the company so that they can have better
functioning. As Dyson is a global brand, the collaboration would likely be a global collaboration,
but there is also scope for Dyson to collaborate with brands in single countries. For example in
the UK Dyson might collaborate with a UK company to meet the needs of UK customers, but
customers in other countries may not have the same need.
 Partnership
There can be partnership which Dyson can entire with a strategic plan which is going to
make the company have a great opportunity in the market. There are not just going to get in the
right brand value in the organization so that there is going to be a better activity which is taking
place. The company needs to have profit distribution and ownership in their own hands so that
the company will be able to function effectively. The culture and values of partnership with other
businesses are going to be different and that can affect the growth and productivity in the
organization but it is due to the experience Dyson group Plc is having in the market is the reason
they will be able to partnership easily. There is a lot of experience which can be shared with one
another and that is a great opportunity for a lot of organizations. There are new ideas which can
generate because of this and that can attract more customers in the organization which can make
the brand value of the company increase in the market. The partnership would most likely be a
global partnership as this would be cost-effective and advertisements and promotions could be
used around the world.
These are two most effective strategies which can be implemented by Dyson so that they
can make the risks in the market reduce and the company will be able to use their resources
effectively so that the brand image in the market can be maintained. There are possibilities for

Dyson for not being able to succeed in the new market but it is also likely for the organization to
have a great advantage for the future as well and expansion is always good for the brand value
increasing. Dyson group Plc is working for having a better brand equity in the market so that
they can expand themselves successfully.
Brand reinforcement strategies
Brand reinforcement is going to make the company be able to gain the same value it has
before in the market. This can be done with the help of strategies and brand reinforcement.
 Positioning
The positioning of the company will have to be higher so that there will be a better
functioning but it has to be according to the expectation and income level of the customers of the
company as well (M'zungu, Merrilees and Miller, 2019). Dyson will have to improve and make
the company get their reputation back in the organization so that there is going to be better
functioning and decisions have to be made. There are strategic choices which are present in the
industry but it is very important for the company to be able to choice the right one for
themselves. Social media, internet, digital platform, holding, etc can make the company have a
strong base for themselves for creating a brand value for a long run in the market.
 Global branding
Channelling precise marketing campaign is a very good framework which can be used by the
organization so that there is going to be a better brand value so that there is a better functioning.
There are a lot of trading currently in the market therefore there has to be a better functioning
and promotions have to be done effectively. Marketing department in the organization always
wants to make the company have a strong platform for themselves in the market so that the
company will be able to have a strong portfolio and brand image in the market and for that the
organization will have to implement a lot of strategies (Steenkamp, 2017). There are a lot of
objectives and targets which all the organizations have for themselves in the market so that there
is a better functioning and base for themselves in the market.
All the above four strategies help the organization to be able to achieve their targets and
choosing the right strategy at the right time is very essential. There are a lot of options which are
present and to use the right one is essential so that there would be better functioning.

LO 4
P 5 Measuring and managing brand value
There are a lot of objectives which have to be taken care of by the organizations in the
market and for that there has to be an effective measure which needs to be taken by the company
so that there is a better functioning (Erkollar and Oberer, 2016). The opportunity of companies in
the market is high and for that having a strong portfolio is essential. It is very essential for the
organization to be able to communicate and make the customers know about the changes which
have come in the organization so that there is a better functioning.
 Brand awareness
There are a lot of factors which can attract the right customers in the organization but there
has to be a good information and communication which is required in the company. The
customers have to know the objectives and achievements which the company has taken so that
the organization will be able to gain the trust of the customers. There have to be right
campaigning which needs to be done by the organization so that there is a better functioning and
the organization will be able to create a higher brand value (Fetscherin and Sampedro, 2019).
There are a lot of tools and techniques which are going to help the organization have higher
portfolio importance in the market so that there are higher sales which the company can have.
The products have to be informed to the customers from time to time so that there is a detailed
knowledge the customers have and the trust is going to gain. The company has to make the
organization have higher brand value in the organization so that there is a better functioning and
the objectives which can met so that the company can have higher profits.
 Brand value
There is a trust of brand value which is present so that there is a better functioning of the
company and the organization will be able to have higher profit margins. There have to be strong
decisions which the company will have to take by an effective tool so that the brand value of the
company can be better in the market. Attractive brand value of the company is having a time
period and that is why framework is used so that the company will be able to achieve their
objectives from time to time (Grubor and Milovanov, 2017). The companies in the market will
have to take the right decisions for them so that there is a higher profit margin which can be
created for the organization. The demand of the customers for products and services are

increasing and if the company is going to give out the information that is required for them then
the company will be able to function effectively.
 Market shares
The shares of the company are present on the products which the company is dealing with in
the present in the market. For this factor to increase there are a lot of measures which will have
to be taken by the organization so that it can be balanced and have better future in the market.
The sales also have a great impact on the value of the brand in Dyson group Plc which has to be
figured out in the organization. There is a clear indication of the company’s performance in the
market through market share and that can create or build a strong base for the company in
making of brand equity. Market share analysis can be used to see if Dyson are maintaining or
growing market share compared to their competitors. Dyson would benefit from monitoring
market share growth on a quarterly basis to ensure they are continuing to hold the majority of the
market share.
 Consumer attitude
Customer attitude has to be understood by the company so that all the changes and decision
making in the organization can take place according to that (Baalbaki and Guzmán, 2016). The
business environment of Dyson Group Plc is very effective in nature in the market which is a
very successful functioning in the market so that the attitude of the company can be maintained.
The reason why Dyson has been able to get the brand value which they have currently is because
of the attitude they have towards the customers and that gives the company a competitive
advantage as well for a better performance in the market. Consumer attitude can be monitored by
conducting market research, this is a good tool for understanding how customers feel about
Dyson and their products. This would be especially useful when Dyson are close to launching a
new product so they can test potential product prices with customers.
 Purchasing intent
There are outdated products and services which are there in the company but there have to be
effected decisions which have to be taken. The standards have to be met with the customer’s
expectations and the company will have involved purchasing of intent of customers so that the
brand image in the market can be increased (Hegner, Fenko and Teravest, 2017). The standards
of the customers have to be met by the organization so that there is a better trust and relationship
of the company with the customers and that will create a huge brand value for the organization.

CONCLUSION
It can be concluded that there are a lot of branding management tools and measures
which can be taken by the organization so that there is a better value of the company. There are a
lot of decisions which have to be taken by the organization like campaigning, advertisement, etc
for the company to be able to have higher brand value in the market so that there is a better
functioning. The expectations and trust of the customers have to be matched by the organization
so that the company can have higher productivity and operations so that the company can have
higher profit margins. The brand value has to be high in the market so that there is going to be a
higher direct influence in the market so that the organization can have higher income. There are a
lot of promotional methods which are used by organizations which are there in the market so that
they can have better functioning and strategies for themselves in the market which is going to be
very helpful and effective for a long run in industry.

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