Brand Management Report: Analyzing Brand Equity at Dyson Plc

This report delves into the realm of brand management, using Dyson Plc as a case study to explore the critical role of branding in marketing. It examines how Dyson establishes its brand identity, builds customer rapport, fosters distinction, and cultivates customer loyalty. The report analyzes the Customer-Based Brand Equity (CBBE) model, highlighting how Dyson manages its brand equity through identity, meaning, response, and resonance. It explores strategies for brand equity and portfolio management, and evaluates techniques for measuring and managing brand value. The report also considers the importance of social media marketing and after-sale services in enhancing brand equity. Ultimately, the analysis underscores the complexity of brand development and management, emphasizing the need for a strategic and practical approach.

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
Importance of branding as marketing tool...................................................................................3
Successful brand management.....................................................................................................4
Validated examples......................................................................................................................6
Critical evaluation........................................................................................................................7
LO2..................................................................................................................................................7
Strategies of brand equity management, portfolio management and brand hierarchy................7
LO3..................................................................................................................................................9
Brand leverage and extent...........................................................................................................9
LO4................................................................................................................................................12
Different techniques of managing and measuring brand value.................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The term brand management can be defined as engaging in those specific activities which help
in the better establishment and perception of the brand name of a company amongst their
targeted customer base (Shkoler and Rabenu, 2020). Dyson Plc is a very prominent brand of UK
that deals in different technological products that are mainly home appliances such as vacuum
cleaner, air purifiers etc. The current report evaluates the importance that banding has in the
overall marketing process and will also identify the key components that helps in the
implementation and development of brand equity. Further the report will also analyse the
different portfolio management strategies that brand can adopt, its hierarchy and brand equity
management. The report will then illustrate collaboration between brands at domestic as well as
global level and the importance of partnership. The variety of techniques that can be used to
measure and manage the brand values will also be evaluated in the report. Lastly, an appropriate
conclusion summarising all the key findings of the report will be presented in the last.
MAIN BODY
LO1
Importance of branding as marketing tool
Branding is a crucial process in the entire marketing process and activities that are carried
out. The branding is the process where the company associates itself with the products that it
sells so that the goodwill and trust over the product as well as over the brand can develop
effectively. The activity of branding helps a company in giving a perspective to their products
and also reflects this perspective on others (Hyde and et.al., 2017). The Dyson Plc is similar
which has been able to create its own brand image by the kind of advanced technology that it
uses and the innovation that it integrates within its products all without any compromise on the
quality aspect. The reason it is important in the overall marketing of a company and has evolved
as a business practice can be evaluated in following manner:
 Establishes Rapport: The act of branding helps in the development of the overall
perception and identity of the brand. Through this a common area is developed on which
the brand positions itself and is able to gain trust and loyalty (Brands, 2020). For Dyson,
establishment of a rapport will help in increasing the customer loyalty and this can help

them in capturing a larger market area. This acts as major aspect in reduction of the
competition that Dyson is facing and increase the business recognition and retention.
 Fosters Distinction: The development of a separate brand identity through branding
helps in the segregation of the brand from its competitors creating a separate ground
(Kato and Tsuda, 2020). This helps brands in recognising their customers through the
products and services offered by them and Dyson Plc can use this strategy to create a
different identity and a separated niche market for the products that they offer. The
company is also able to implement and integrate innovation and through this they create
distinction amongst them and other brands.
 Customer attraction and retention: The activity of branding helps in presentation of
some key aspects before the targeted customer segment. They are made aware of the
different unique qualities of the products and through this the customer is attracted to the
product (Wu, 2018). Dyson can use this strategy to develop a particular image in the
minds of the customers attracting them from attributes like innovation, quality and the
ultimate aim should be to retain the customers.
 Builds loyalty: Another important aspect of branding is that it helps in fostering the brand
loyalty of the customers towards the brand. Dyson can develop an extremely loyal
customer base for its products by the branding of its products where customers are aware
with the superior quality of the products and hence trust the brand to visit repeatedly
(Chrysargyris and et.al., 2018). This is the key activity in the success of any organisation.
The analysis of the different aspects adequately indicates that why branding is an important
part of the overall marketing process and also clearly identifies that how Dyson can use it as a
business practice to maintain a distinguished image of the brand and attract the customers
towards it.
Successful brand management
Development of a brand is systematic process and involves use of a variety of components
which collectively helps towards its formation, development and management as well. Once a
brand is established it is crucial that the brand image is maintained and the brand equity remains
intact or grows further. This can be understood by the Keller’s CBBE (Customer based brand
equity) model which helps in managing and building up on the brand equity further (Keller vs.

Aaker customer based brand equity models, 2019). For Dyson, this can be applied in following
manner and context:
Figure 1: CBBE Model
Source: Keller vs. Aaker customer based brand equity models, 2019
Level 1- Brand Identity: At the initial stage, the manner in which the brand is currently
perceived by the targeted customer base is evaluated and how the brand is distinguished from the
customers. Dyson can further develop its brand identity by keeping them attracted through the
good quality and unique features of the products and services that they offer (Yang, 2020). For
this the campaigns and properly developed marketing strategies can be used so that the company
can further improve the presence as well as the perception of the brand thus working on
development of brand equity.
Level 2- Brand Meaning: The second stage of brand meaning can be understood by the two
different aspects i.e. how the brand performs and brand imagery. The performance helps in
evaluation of the fact that how brand has performed over the years and whether it has fulfilled
the promises that were portrayed and brand imagery on the other hand indicates that how brand
appears to the customers i.e. whether it is perceived as a rugged brand, posh and sophisticated
brand or everyday brand (Freeman and et.al., 2018). For Dyson, the company has always
achieved the promises that have been made by them and hence the brand performance is

excellently perceived by the customers and imagery has been more towards an accessible brand
that can be everyday brand as well and they can continue to maintain this.
Level 3- Brand Response: This level evaluates that is brand able to live up to the expectations
and hype that it has created i.e. when a brand becomes recognised it is obvious that the people
refer their favourite brands to other people as well recommending and trusting upon the brand to
satisfy them as well (Darabi, 2017). In case of Dyson, the publicity that the company has been
able to garner through the word of mouth is immense. The company should however ensure that
they are able to live up to the expectations of the people and even if they default at any point, the
company should have a quick response so that they can retain these customers as well thus
developing brand equity.
Level 4- Brand Resonance: The last stage of brand resonance indicates the strong relationship
that the brand is able to maintain with their customers even after the sale is completed. It is
essential to ensure that even after the purchase has been made by the customer, they are able to
connect with the brand and its products in such a manner that they do not consider any other
brand (Gaber, 2017). For Dyson, the company has been able to develop brand resonance by
engaging in extensive after sale services but this can be developed further where the different
customers of the brand, when they see even strangers using Dyson, feel as if they are a part of
group and this is the ultimate development of brand equity.
Validated examples
Dyson has been able to integrate some of its aspects in the practices that have been adopted
by the brand where they have engaged in extensive social media marketing. Through the online
campaigns and the brand slogans, hash tags that they have developed, the company is able to
work on the equity aspect. Additionally the after sale services of the brand are also excellent
where they give regular maintenance services, are cooperative if the products needs to be
replaced or exchanged which helps the brand in establishing brand rapport as well. Therefore the
company is working its way towards development, enhancement and maintenance of the brand
equity of Dyson.

Critical evaluation
The overall evaluation of the different aspects that are associated with the brand
development and management over a time helps in indicating that this is a very complex and
engaging process and helps in the positive development of the company as it was observed in the
case of Dyson as well. It can be evaluated that the use of branding practices has helped company
in gaining much prominence throughout its operation but the theoretical aspect is much different
than practical aspect. For instance the CBBE Model does not illustrates that how brand
reputation needs to be protected and maintained on the social media which is growing
prominently. Overall it can be said that the uses of models and theories is beneficial only when it
is properly backed up and integrated with practical knowledge as well.
LO2
Strategies of brand equity management, portfolio management and brand hierarchy
Nowadays there are many of strategies present in the market place which top-level
management at Dyson company should be used for perfectly managing brand equity, portfolio
and brand hierarchy (Burnap, Hauser and Timoshenko, 2019). These all strategies have been
discussed below;
STRATEGIES OF BRAND EQUITY MANAGEMENT
Brand equity management is very a necessary function to every company’s upper
management, because it is very supportive in the terms of build an effective brand equity within
different market segments. There is brand equity is commonly actual position of the brand within
the market place.
Build awareness: Increase brand awareness within the market place is really necessary or
required strategy for the Dyson group to effectively manage equity of brand in different
segments of market. Top-level management of this company is able to tale lots of advantages
through this strategy. When most people get aware about Dyson’s brand in the market, then its
brand value can be automatically increased and managed.

Make strong relationship: Make strong relationship is another key strategy which top-level
management at Dyson should be considered for perfectly managing its brand in different market
segments. Basically, when company has an effective relationship with different relationship
within the market, then its most customers will automatically start to like this brand (De
Chenecey, 2018). That’s why existing management of company should be considered this model
for achieving very appropriate outcomes in terms of equity brand management.
STRATEGIES OF PORTFOLIO MANAGEMENT
There are portfolio management is very helpful for taking different appropriate decisions
towards investment to a company. This is the main reason that, existing management a Dyson
need to find adopt and implement different strategies for gaining appropriate outcomes.
Strategic asset allocation: Strategic asset allocation is very productive strategy for managing the
portfolio, so that Dyson’s op-level management highly need to adopt and employ asset allocation
strategy. Reason is, this can provide a very specific framework for Dyson company, in which this
framework will defiantly support in the portfolio management. Generally, management of
portfolio is important function to existing management of Dyson, because it can contribute in the
assets’ allocation.
Active management: This is one of the simplest strategies to the Dyson for managing its
portfolio in very effective manner, that why existing management at this business need to follow
active management strategy through making own all operations very much active (Alzubeir and
Khalifa, 2016). In this situation, this company can enable to easily manage own portfolio by
implementing this strategy in its daily operations.
STRATEGIES OF BRAND HIERARCHY
Brand hierarch is basically a procedure of summarising the strategy of brand by
projecting the nature, also numbers of distractive and easy components within whole the
company product which is revealing brand elements’ explicit ordering.
Run informational ads: Run informational ads is very appropriate strategy for this technical
business, because when Dyson run different informational ads within the market place, then it

can be easily managed hierarchy of own brand. By informational ads Dyson will simply aware
customers or people about own products & services.
Use simple names: On the basis of this strategy, Dyson’ top-level management has required to
adopt the simplest or easier names for its various services & products which people and
customers will be simply remembered within the market.
LO3
Brand leverage and extent
Brand leverage is explained as a procedure where a single brand usage the high
reputation of other brand for entering enter into the new service or product segment (MacPherson
and Kerr, 2020). Basically, this procedure is like a brands’ communication in the terms of new
product or service launch.
BRAND EXTENSION AND LEVERAGE
Brand extension is generally a process where the top-level management of a company
takes different steps towards increase its brand value at the global level. Brand extension is
including the process of entering in a new segment of product for gaining excellent growth
potentials & values. Following techniques or approaches has been implemented for the Dyson
group to conduct its process of brand extension in very productive manner.
Partnership
Dyson Group should make the strategic partnership for extending its brand
internationally with different other businesses associated with the same segment of market.
Partnership is basically formed according to certain terms and conditions that includes sharing of
different advantages or benefits. Basically, partnership has included two businesses or people
come together on the basis of general terms & conditions which acceptable by both people or
businesses (Backaler, 2018). It becomes very necessary for building partnership between both
businesses must be appropriate to the work culture and organisational behaviour of both partners.
There is partnership has also included launching new product with the selected market place on
that brand name which has decided by both partners after a productive discussion and

negotiation. There are both partners have highly required to distribute their shares on profit after
a proper negotiation. This is the only productive way to the Dyson group for perfectly extent its
new product by partnership in the selected market segments. There are other business has
included in partnership can be provided the full access to Dyson over the development procedure
of new product. This will definitely allow to Dyson group to deliver its new product on very
favourable price to different customers on different market segments.
Brand collaboration
Brand collaboration is another productive procedure where top-level management of
Dyson group need to conduct collaboration with different appropriate companies or businesses to
develop a new product and service. By adopting this approach Dyson group can create strategic
alliance with own brand for developing the new product. The company can create strategic
alliances with many other businesses to conduct collaborations, so that Dyson’s new products
can be simply developed. There are brand extension process includes launching the new product
within new segments of market that enable to company for taking favourable support through
other businesses includes within respective venture (Pamer, 2017). Brand collaboration is
generally one of most successful strategies of brand extension, because it enables to company for
launching the new service or product on the basis of own brand name irrespective to other
collaboration business to make new product or service.
Dyson group also get for utilising the great experience of different businesses include
activity of product development. Collaborations are generally formed according to certain
conditions & terms which existing brand has required to meet up. The business collaboration can
be formulated on the land of different advantages and benefits weather the share in gained profit
and also in many other contexts. Basically, this brand collaboration approach enables business
for launching new products and services without conducting new product and market research.
Brand collaboration approach of brand extension requires minimum time and resources of a
company for launching a new product with the selected segments of market.
These both discussed strategies or approaches are very effective and productive to Dyson
group. Brand extension process is not a simple process to a business, because this process
involves factor of relating to company’s resources with effective brand reputation in market

place. It is also possible that Dyson group can face the failure within new market place. So that,
both the approaches have served their own advantages and benefits in the terms of brand and
market extension (Safana, 2018). Dyson Group will be achieved excellent market share by
adopting these both strategic approaches in its daily operations.
STRATEGIES OF BRAND REINFORCEMENT
Brand reinforcement is basically a way for gaining same brand impact within market
place as the Dyson used for addressing in its beginning stage. There are strategies like;
positioning and global branding has been mentioned below for the Dyson company for gaining
brand reinforcement.
Positioning
Positioning is very appropriate strategic framework for the Dyson to gain an effective
brand image within the market place. It is a strategic choice framework has included product
positioning which very productively affect to the business operations of this company. There are
most people in all around the world are come from middle class income group, so that it is
necessary to this company for reinforcing its brand reputation in market place. Product
positioning will generally play a very appropriate role in increasing the sales ratio of Dyson, in
which this factor of marketing will be able to this company for achieving very large customers
base in the market place. Marketing team of Dyson plc currently uses marketing platforms like;
internet, social media, banners, holding, newspaper, radio etc. for positioning its services or
products within market place (Ndegeya, 2019). These all platforms will defiantly allow to
company for gaining appropriate results in the market.
Global branding
Global branding strategy of brand reinforcement also should have used by Dyson
company. By using this strategy, existing brand will able for channelling precise campaign of
marketing at the international level. Top-level management at Dyson aims for promoting own
products & services globally. Marketing is really a prime strategic choice for this company
which allows for generating great sales within market place. Branding of this company at
international level has included campaigns of marketing at various search engines, social media

platforms, digital mediums and also at other promotional or marketing platforms. All these
platforms will enable o company for gaining the excellent level of brand image or value within
different segments of market.
The mentioned strategies of brand reinforcement will definitely enable to Dyson group to
enhance its market reputation (Oliver and Parrett, 2018). Top-level management of business can
simply reinforce own sales aims & objectives, and also great achievements of the best levels of
growth values within the market.
Theories, frameworks and models of portfolio management, brand hierarchies and brand
equity
Branded houses: The theory of branded houses is mainly used in portfolio management, and
which is also called as a strategy of one-firm brand. The firm which has a single brand:
marketplace positioning, logo mark and messaging.
Hierarchy-of-effects theory: This hierarchy-of-effects theory relates with the hierarchy of
brands which informs brads or companies about how marketing influences decisions a consumer
to buy or not buy a service or product in market place. The hierarchy mainly represents actual
progression of learning the decision-making way of consumers as an outcome of marketing.
Brand loyalty theory: This theory of brand loyalty is completely based on the brand equity, in
which this theory is helpful to a company for building an effective loyal customer base in market
place for achieving huge competitive advantage. In this situation, Dyson can be used this theory
of brand equity to achieve positive outcomes in market place.
LO4
Different techniques of managing and measuring brand value
Currently there are lots of productive strategies or techniques easily available in the
market which top-level management of this company can use for perfectly measuring and
managing own brand value and reputation at the national or international level. In this situation,
these all techniques or strategies brand value management and measurement has been discussed
for the Dyson group.

Brand awareness
Brand awareness is very appropriate technique or tool which has associated with Dyson
company which will enable its top-level management to gain its different targets of business. In
campaigns of marketing, existing management should always try for showing its whole product
portfolio in the front of different potential customers in very proper manner for knowing about
brand in the terms of brand awareness. Dyson also run own campaign of branding with the help
of different popular personalities who will promote Dyson’s products & services within various
segments of market. There is brand awareness is fully like portraying different information about
own organisation within its campaigns of market. On the other side, the company have to collect
volume data through different surveys for analysing the brand awareness. It can use social
listening also for knowing that, people are aware about the Dyson in market place or not. All
these mentioned factors and aspect will be able to top-level management of company for gaining
the best results of business within market place.
Brand value
It is very essential to the top-level management of company for having a very positive image of
own brand within the market place (Shin, Park and Kim, 2020). Brand value basically allows to
company for attracting the buying decisions of different customers in all around the world. This
is fully like a high reputation of this company with international market. It is very necessary for
existing management of company for entertaining too effective brand reputation in market place.
Brand value is generally a very productive technique that enable Dyson for sustaining its present
customer base with it enables this company for taking attention of manly new customers within
market place. Existing management of this company generally carries very productive brand
image within the associated sector of market. By considering and deeply analysing own brand
value, top-level management of company can simply manage and measure its reputation of brand
within different market segments. The management at company have to consider different
approaches, like; income-based, market-based, income-based etc. approaches to measure
Dyson’s brand value in market place (Mabkhot, 2016). These approaches will give opportunity
to company for enhancing its brand value in market place as well.
Consumer attitude

There is attitude of consumer is also a key factor that affect on the brand image or value
of Dyson group in market place. All such businesses which are capable for dealing with the
attitude of customers productively enable for achieving the great brand reputation in market
place. Existing management of Dyson can adopt theory of the Fishbein Model, planned
behaviour and the Ideal-Point Multiattribute Attitude Model for measuring the attitude of
consumers in market place. However, in these all ways of measurements, the planned behaviour
theory is very productive in order to measure customers’ attitude, because by using this theory
company will be enabled to deeply analyse the actual behaviour of customers. Attitude and
interest of customers affects the purchasing decisions of different customers. Top-level
management of Dyson show own all promotional campaigns for matching up with attitude and
interest of various customers in segments of market. This is very appropriate factor which show
weather customers can be enable to purchase company’s different products or not. There are
customers’ attitude & interest has highly influenced with different aspects like; requirements of
various customers, options exist within market, company’s portfolio of product and different
other components that affects the customers’ interest & attitude.
These all mentioned techniques and factors are very beneficial to the Dyson, because by
considering these all factors and techniques, this company can simply measure and manage its
great brand value within the market place (Cassidy, Sullivan and Radnor, 2019). All these
technique, strategies or factors will definitely affect the purchasing decisions of customers which
are directly interrelated with the Dyson’s brand value and reputation in market place.
CONCLUSION
On the basis of above findings, it can be concluded that there are various aspects and
factor exists within the market which completely relates to the brand management topic.
Continually increasing the brand value of the main objective of a company behind brand
management. There are brand management has involved brand image of Dyson, techniques
which top-level management of Dyson can implement for increasing own present brand value,
and also other different factors which positively affect the existence of this brand within market
place. Various factors such as brand popularity, market share, brand awareness, customer interest
and also many other factors affect brand value of his company within market place. Having an

effective value of brand is too important for top-level management of company for perfectly
dealing with different expectations of customers within various market segments. These all
mentioned factors and aspects of the brand value has directly affected to the market existence of
Dyson.

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