Brand Management Report: Analyzing Dyson's Brand Management

This report provides a comprehensive analysis of brand management strategies, focusing on Dyson Ltd. It explores the importance of branding as a marketing tool, delving into key components for building and managing brand equity, referencing Keller's brand equity model and other releva...Read More

BRAND MANAGEMENT

Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Importance of branding for a marketing tool........................................................................3
P 2 Key components of a successful strategy of brand for building and managing equity of the
brand............................................................................................................................................5
M 1 How brands are managed successfully over time using application of appropriate theories,
models and concepts....................................................................................................................7
M 2 Appropriate and validated examples within an organizational context...............................7
LO 2.................................................................................................................................................7
P 3 Strategies of management of portfolio, hierarchy of brand and management of equity.......7
M 3 Analyze portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks................................................................................................9
LO 3...............................................................................................................................................10
P 4 How brands are managed collaboratively and in partnership both at a domestic and global
level............................................................................................................................................10
M 4 Evaluate the use of different techniques used to leverage and extend brands...................10
LO 4...............................................................................................................................................10
P 5 Techniques for measuring and managing the value of the brand........................................10
M 5 Evaluate application of techniques for measuring and managing brand value in relation to
developing a strong and enduring..............................................................................................12
D 1 Critical evaluation that is supported by justified evidence demonstrating a comprehensive
understanding of branding.........................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management is used to builds the loyalty of the consumers by positive brand association
as well as also has a positive brand association. Brand management plays a vital role in
maintaining reputation as well assuring people’s experience. Report Focuses on Dyson Ltd
which is a British technology firm established in the United Kingdom through Sir James Dyson
within the year 1991. It also designs as well as manufactures household appliances such as
vacuum cleaners, air purifiers ,bladeless fans ,lights, hair dryers and many more. Its headquarter
Malmesbury, United Kingdom. The brand management is to measure, build as well as control
brand equity. It deals alongside overall brand development right from the birth of the brand until the
time it ceases to exist. Present Report focuses on Importance of branding for a marketing tool,
Key components of a successful strategy of brand for building and managing equity of the brand,
Key components of a successful strategy of brand for building and managing equity of the brand,
Techniques for measuring and managing the value of the brand and many more.
LO 1
P 1 Importance of branding for a marketing tool
Branding is considered as that part of the company which is crucial as the reason behind
that is it helps the company to obtain more share in the market and leave an impact which helps
to influence the target audience. With the help of this right strategies will be used in order to
position the brand so that they can get more value. This way with the right positioning awareness
will also increase (Chinomona and Maziriri, 2017).
It helps to gain recognition-
Company considers branding very important because of it they have been able to enhance
their reach and serve more customers. It is necessary that focus of the company is on the logo of
the brand as it is the main aspect that leaves a mark and helps to gain recognition. It is because
basically it represents the brand as its face. This way it will work as something which is
remembered by the people so that they get repeated sales.
Value of the brand-

It is considered as important if the company is availing its scope into the market and
looking to expand their operations so that they can work on the opportunities which will benefit
them in future. Dyson is a establish brand which proves that they have more value in the market
as compared to their competitors or new entrants. This is the reason they have advantage over
other brands. This makes it easy for the brand to make their base into different markets which
increases the probability of rate of success.
Generate new customers-
Dyson is serving in the market for a long period of time which has helped them to gain
experience and they have learned what is helpful in order to influence the people. It is because of
the right strategies they have used for branding they have been able to earn the loyalty of their
customers. Dyson has been successful in establishing them as a brand which is the reason why
any another product launched under the name of Dyson will be an instant hit. There are many
reasons for it as they use methods of advertising that are most effective.
Satisfaction to Employees-
It is pretty normal that employees that have a job in a renowned company has a
different level of attitude and the reason behind that is they gain more respect in the eyes of other
people which makes them have pride on their job. This is the reason behind their level of
satisfaction. They feel that other than respect they have many other amenities which are provided
to them such as office for themselves, interaction with colleagues etc. employees are loyal to the
company and it is because they have helped them to develop their careers (Junior, 2018).
Trust in the market-
In order to present them in the market Dyson group has taken every step carefully so that
their brand is taken seriously that is why they present it in a very professional manner. This has
helped Dyson to earn the trust of their target audience. Consumers prefers those brands who has
presented themselves in a unique and professional manner. This is one of the reasons why Dyson
has been successful in bringing more customers for the company.
Advertising-

This aspect is assessed under branding for the promotion of the brand. It is up to the
companies such as Dyson to use it in the manner that helps them enhance their reach. This will
help the brand in many ways as with this awareness of the brand will increase through which
they will be able to achieve growth. This is because there are modern tools which states that
advertising has no end and it is up to the company to set their reach for the target audience. It is
considered as outstanding branding when companies that are established use it. With this they
are able to increase the appeal of the brand through which they can increase their level of
objectives.
P 2 Key components of a successful strategy of brand for building and managing equity of the
brand
Keller introduced the model of brand equity so that company can serve on the basis of needs of
customers. With the evolution of aspect of marketing the main focus of Dyson Group is on
customers. It is necessary that they need to focus on improve their level of satisfaction to the
customers so that they can serve in the market for a long period of time (Dechawatanapaisal,
2018).
Level 1 Identity of the Brand
This aspect is concerned with the fact that on what factors brand is perceived by the
customers and what makes them highlights the factors that are different than of competitor’s
product. These are the factors which are evaluated by the company in order to establish the brand
in the market. It is done when companies such as Dyson group has newly entered into the market
and it is the initial stage of the model by keller. If this stage is not established in a proper way
then the company won’t be able to achieve success in other stages.
Level 2 Meaning of the Brand-
This step will help the company to generate curiosity of their products offered in the
minds of audience. For instance it is necessary to make the people understand that the company
offers only those goods that are reliable and of good quality.
Performance of Brand-

This aspect states that brand will be able to go into the direction of success when they
will perform better. Different factors are there while judging the brand such as facilities of its
service, reliability of the product, style, designing and price of the product.
Image of the Brand-
With the help of this aspect Dyson group will be able to know the image of the brand in
the market. It is necessary that they assess the appearance of the brand which can be either soft
or rugged. The company deals in the electronics which makes their appeal a bit rugged. It is
because of the right strategies they have used for promotion which has helped the company
improve their image (Roper, Lim and Iglesias, 2018).
Level 3 Brand Response-
After the sale has been made it increases the level of expectations of buyers. On the basis
of that it is assessed that if company is able to satisfy them and offer the product as per their need
then they will serve for long period of time without any disruptions in work. And if by any
chance they fail to satisfy their needs and wants they will not be able to survive and the image of
the brand will be affected (Sudhakar, 2016).
They will judge the brand when they feel that they are not able to meet with the level of
needs and wants and the curiosity of the brand will be when they are able to make awareness in
the market and consumers is interested and want to know more about it.
Level 4 Brand Resonance-
If the company is successful in availing the benefit of word of mouth then they will be
able to create advocate of the brand which will promote the brand on their own. It is not easy for
Dyson to reach at this stage as many companies have failed before. If the brand has achieved
success then they will be able to link their behavior with the psychological and social factors. For
instance when the consumers are loyal to the products of Dyson then they won’t look for their
competitors. With the help of this in sometime they will be able to capitalize the brand which can
be done by meeting the needs and wants of people (Lim, 2016).

M 1 How brands are managed successfully over time using application of appropriate theories,
models and concepts.
In order to manage the brand it is necessary to link with the customers so that on the basis of the
conversation right type of strategy can be used such as model by keller and Aaker through which
it can be easily managed. With that company will be able to take the effective use of their
strategies of marketing and advertising so that they can enhance their reach.
M 2 Appropriate and validated examples within an organizational context
With the help of proper analysis of the external and internal forces of the business environment
the brand has managed their operations over time. There are many challenges faced by the brand
such as reduction in sales, high level of competition which has been over come with right
implementation of strategies and introducing a wide range of portfolio (Burmann and et.al.,
2017).
LO 2
P 3 Strategies of management of portfolio, hierarchy of brand and management of equity
Different strategies are available for the management of portfolio in the aspect of brand
management
Branded House-
This strategy is considered by many companies and for the ventures such as Dyson it is
more suitable. All the key leaders are working with this approach and they believe that the
achievement of success has happened because of it. Dyson has made many products and
introduced them with the name of the company. This is why when it comes to promotion of the
brand the focus is on improving the image of company too. This is done so that they can improve
the level of recall of the brand. Company has many products such as vacuum cleaners and air
conditioners which are all under one name. None of the products competes with other offerings
by the company instead they compete with the offerings by competitors. There is a drawback
though that they cannot work as a individual entity. This model is flexible who deals in different
type and range of products (Chapleo and Clark, 2016).

House of Brands-
This model is total opposite of branded house. As the focus of branded house is to deal
with one brand and that stays consistent and fixed for them whereas House of brands has many
brands under one company and that is the reason why they are allowed to serve as a separate
entity in the market. Every brand which works under this strategy positions themselves in a
different manner and target different people. Also the strategies that are used for marketing and
promotion are different. For instance Unilever and P & G use this model.
Hybrid Brand-
This aspect of branding helps the company to combine the mix of the brand that is done
with the guidance of two architectures such as freestanding, master brand and endorser of the
brand. When the company wants to make some changes in their structure then this aspect comes
in handy. It is also used when two companies merge or one company is acquired by another
(Popp and Woratschek, 2017).
Hierarchy of Brand-
This is an important part of branding because with the help of it company is able to assess
and portray the strategy used in it. This way they will be able to evaluate all the elements that are
included in it. Dyson has fixed their strategy for improving the reach of the brand. With this they
will be able to elements that are used in branding that are common and different and used across
the world. Consumers are motivated to buy the goods that are introduced by Dyson as they make
the work easy of people (Mühlbacher and et.al., 2016).
Different levels of hierarchy of brand-
Corporate brand level-
This stage states that only one brand will stand which is highest will be reached at
hierarchy. They clearly describe the details on the package of the product so that they don’t have
to face any issues that are outside of legal boundaries. There have been cases where they have
made the name of subsidiary appeared instead of making the name of corporate. Company
considers this important when they want to use strategies that are dominant for the company.

Family brand level-
This aspect is also referred to umbrella brand and it is classified under lower category and
the reason behind that is they are used for many products. For instance there are many products
which are under the name of Dyson such as air conditioners, air purifiers etc (YAKOUBI, 2020).
Individual Branding-
This aspect is considered as less complex because it is used for one product only. Types
of products are different as they differ on the level of quality, its mechanism and the features
offered in it. There is one advantage to this aspect and that is to change their strategies of
marketing through which they can meet the needs of people.
Modifier level-
It is referred as version and configuration of the products offered by the company. With
the help of this they are able to assess the differences in the competitors in terms of quality
(Bjørnå and Salomonsen, 2016).
Management of Equity-
The main purpose of equity is to grab the attention of more customers so that they can
increase their reach and serve to those which are loyal to them with quality goods. Overall
purpose of this aspect is to look after the profits that are in the sector of corporate and help the
company to achieve growth in the market.
M 3 Analyze portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks.
There are different strategies and models for managing the portfolio such as branded house and
house of brands which helps to classify which model is used by the company. There are benefits
and drawbacks to it such as they reduces complexity and makes it easy to understand the
portfolio of the brand and limitations of it is if the brand is not established then there are less
chances that the product launched by them will be a success (Karanges and et.al., 2018).

LO 3
P 4 How brands are managed collaboratively and in partnership both at a domestic and global
level.
In order to manage the brand into collaboration they need to keep interacting with both the
ventures and consider their opinion so that they can work on the goals and objectives together
with maintaining the flow of work. It can be done easily on domestic level but in the case of
global level both the companies need to extend their resources and take their efficient use of
them so that they can leave a mark in different markets and serve to more people. In order to
meet with the increased demand of ventilators Dyson Group and TTP that is the technology
partnership are working together on a project that is a new design for the ventilator which goes
by CoVent. This is different from others because it can be made in less time than others. Also
Dyson already deals in air purifiers which will help them to design the best ventilation for the
patients that are suffering from Covid-19. The ventilator that is designed by the company is bed
mounted and portable which is convenient and flexible for both hospital and patients. After
completing the requirement of UK and completing the deal with the government of UK the
company can cater these services to other countries as all are in need of ventilators which needs
to be fulfilled. With this both the companies has the opportunity to expand their operations and
start delivering their products to different countries.
M 4 Evaluate the use of different techniques used to leverage and extend brands
With the help of different techniques Dyson will be able to enter into the new category of
product with the same name so that they can extend and for the leverage they will be able to
assess new category of product which is related to the dealings of the company.
LO 4
P 5 Techniques for measuring and managing the value of the brand
Brand Value-
The aspect of branding is also believed to be strategy of corporate. It is necessary for the
companies who are dealing into the markets on different levels and more than one sector to
establish their brand. It is important that company have enough resources as establishing a brand

requires a lot of money but as compared to the aspect of marketing it is less. Dyson group has
been sharp in taking the right use of marketing. This is because they have insight that how
important and necessary it is to establish the brand. With the help of this a company is able to
make their way to the path of success. Different brands have different level of value and it cannot
be same because people perceive the brand in their own manner. In order to improve their
services Dyson made their changes in their structure which reflects more value in their
operations and service so that they can increase the profits. The company is working on
expanding their scale of operations so that they can maintain their operations on a large scale and
people perceive them as brand oriented. They are working on making the brand more powerful
and other than this it is important that managers focus on other area which needs their attention
for improvement. If required it is necessary that they make the packaging of the product more
attractive (Nadzri and et.al.,2016).
Brand Awareness-
This aspect helps the company to know that to what extent consumers know about the
brand. It involves taking help of promotional activities and advertising so that they can make
required changes in the process. Dyson has to work on increasing the level of awareness as they
want customers that are loyal to them. For that they have to add more products to their portfolio
so that they can go and target more people. If people are aware of the brand then they must have
necessary details about it so that they can evaluate other companies in the market and decide
which will be suitable for them. Awareness has two factors involved in it which is recognition
and recall. There are various processes available for the process of work which has many uniqye
attributes which is known as the assessment of brand performance.
Market Share-
Dyson is leading among its competitors in the market which is the reason that their share
in the market is in a high position. With the help of this aspect company will be able to know
their position in the market so that they can work on adding those things which gives more value
to the brand. It is necessary that share of value must be bigger than the share of volume. In order
to leave the competition behind it is necessary that they focus on introducing more products
(Bhagwat and Bach, 2016).

Attitude of consumers-
There are three elements that are involved in this aspect and that is affective, cognitive
and informative. It is assessed on the results of past of the business so that they can assess the
changes that are required in future. Perception of consumers determine their attitude towards the
brand. It is that aspect that the company needs to show some attention because attitude of people
tends to change with any change in the market this will reflect a drastic change in the sales of the
company because the want of consumers has been shifted to another thing. But in the case of
Dyson the level of this risk is less as they do not deal in consumer goods and change in attitude
will not impact them in a very negative manner.
Purchase Intent-
This aspect is concerned with the keenness of consumers to buy the product. This is the
motive of the company to sell products that urges customers to buy again from them so that they
achieve growth in the market. In order to improve they make changes from the mistakes they
have committed in the past and on the basis of that they add the left out things to improvise. This
way they will be able to design the products as per the demand made by the consumers. If this is
done with serious attention and more efforts then they will be able to gain more share in the
market (Zumitzavan, 2020).
M 5 Evaluate application of techniques for measuring and managing brand value in relation to
developing a strong and enduring
Currently the business of Dyson is profitable and it is because of the strategy of branding.
Strength of the company is they have high share in market and the weakness is they are not able
to upgrade their products with the pace of changes in environment. External opportunity of the
company is to increase their scale of operations and threats are that they are facing high level of
competition (Azham and Ahmad, 2020).
D 1 Critical evaluation that is supported by justified evidence demonstrating a comprehensive
understanding of branding
Branding helps the company to establish their base in the market by setting up a symbol or logo
which helps people to remember the brand. In order to develop the aspect of branding there are

many of the strategies which are used such as improving the service provided to the customer,
advertising, using tools of promotion etc.
CONCLUSION
From the above it had been concluded that Branding aids to influence the target audience
that focus of the company is on the logo of the brand as it is the main aspect that leaves a mark
and helps to gain recognition. It also focused on Keller model of brand equity that need to focus
on improve their level of satisfaction to the customers. It also focused on Performance of Brand
that able to go into the direction of success when they will perform better. Brand Resonance that
will promote the brand on their own and will be able to capitalize the brand which can be done
by meeting the needs and wants of people. Furthermore it also focused on Generate new
customers in establishing them as a brand which is the reason why any another product launched
under the name of Dyson will be an instant hit an Individual Branding is used for one product
only as they differ on the level of quality, its mechanism and the features offered in it. Focused
on Modifier level, Management of Equity. Furthermore Dyson is leading among its competitors
in the market will be able to know their position in the market so that they can work on adding
those things which gives more value to the brand .Company needs to show some attention
because attitude of people tends to change with any change in the market this will reflect a
drastic change in the sales of the company because the want of consumers has been shifted to
another thing. It also focused on Techniques for measuring and managing the value of the brand
such as Brand Value as well as Brand Awareness, Market Share, Attitude of consumers,
Purchase Intent and many more to enhance the experiences of the consumers.
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