Dyson Case Study: Leveraging and Extending Brand Techniques

This report critically evaluates the brand management techniques employed by Dyson, focusing on brand leveraging and extension strategies. It examines techniques such as line extension and brand extension, highlighting the strengths and weaknesses that Dyson can leverage. The report further explores how Dyson manages its brand collaboratively at both domestic and international levels through partnerships with retail stores and supermarket chains. It concludes that effective brand management, including brand reinforcement and revitalization, is crucial for maintaining and expanding brand equity and market share. The document provides references to books and journals related to brand management and marketing.

Project

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Critically evaluate various techniques adopt to leverage & extent brand...................................3
How brands could be managed collaboratively at both domestic and international level..........5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Brand management is defined as steps, procedure as well as strategies that are used by an
entity in relation with managing & strengthening brand in an effective manner. It is consider as a
significant step, which allow an organisation to widen the scope of success and profitability of
the brand (Beverland, 2018). For the present report, Dyson is chosen as a base company. The
company was founded in the year 1991 and its head office is located in England. The products
offered by company are air purifiers, vacuum cleaners, bladeless fans, hand dryers and so on.
The report will cover different techniques used to extent and leverage brand. In addition to this,
there is description about how brand could be managed collaboratively at domestic and global
level as well.
TASK
Critically evaluate various techniques adopt to leverage & extent brand
Brand leverage is defined as a strategy to use the power of existing brand name in order to
support an organisation’s entry into anew but related category. It is determine that brand leverage
is achieved by communicating information of goods and services to users. In relation to Dyson,
The Hoover is the brand which can be leveraged. It is because it is a famous brand in UK that
have same market share and a brand name in market. Dyson could enter inti new categories
easily & gain success rapidly.
There are various techniques in relation with Brand Extension and Leveraging that is discussed
below:
BASIS LINE EXTENSION BRAND EXTENSION Vertical extension
Definition
It is consider as a technique by
which an organisation can
establish or introduce new
variety of goods associated with
same brand name.
It is define as an strategy
and herein an already
renowned brand enters
into unrelated category
by using same brand
name (Greco and Polli,
2020).
It is defined as a
technique of decreasing
and increasing price and
quality to create luxury
and inferior goods.
Purpose It is determine that such The main objective of Herein, the main purpose

technique is used by company to
enhance its customer base level
and to offer more variety to the
existing customers of company.
brand extension is to
leverage on the current
brand equity.
The prime purpose of
brand extension is to
leverage on the present
brand equity.
is to offer inferior
product or luxury
product in market.
It is determine that all such segments have their own benefits as well as risk which is
important for Dyson to effectively leverage on its brand in an appropriate manner. For this, the
organisation must continue executing line extension as such technique will allow entity to
increase brand awareness in market.
There are various strength and weaknesses related with the brand and is given below:
Strengths that could be leveraged:
 One of the major strength of Dyson that can be properly leveraged is it has attractive
promotional capabilities (Kasemsap, 2018). There are various strong promotional
campaigns in relation to company which allow company to raise sales of its offerings.
 It is determine that Dyson has effective market presence and it provide quality products
as well as service to customers that could be leveraged by company in an effective
manner.
Weaknesses that could be leveraged
 The price of Dyson products is high in comparison with its competitors and is consider as
weakness for company and can decline customer base of organisation.
 It is determine that Dyson has entered a lawsuit with Excel Dryer, Samsung and Qualtex.
The company sued the Qualtex in order to copy its design and also entered with more
controversy for spoiling its reputation in market.
How brands could be managed collaboratively at both domestic and international level.
Brand reinforcement and revitalization is a very crucial and an essential process that is
required to be performed by the organization for or maintaining and expanding its brand equity
and value in the marketplace along with improving the market share of the company. Dyson

group PLC can be managed at both domestic and international levels bye collaborations and
partnerships.
In the case of domestic levels Dyson group PLC into partnership and collaboration with
several discount retail stores and large supermarkets such as Walmart (Likoum, 2020). The
company operates as a manufacturer of premium quality innovators home appliances that are
rendered to the customers through different retail stores and super market chains. Through this
collaborative and partnership process with the large well known retail brands in the market
Dyson group PLC manage its presence and the brand in the market that is where it is
headquarter. Dyson group PLC make use of its strength that is its offering of best quality
products the customers the most affordable prices and easily accessible by customers through
different retail stores that are partnered with the entity. This partnership and collaboration
practice of Dyson group PLC enables it to work with its strengths and render the required goods
and services to customers according to their needs and dresses along with keeping them satisfied
with the brand.
In case of international level branding and brand management the same approach is adopted
buy Dyson group PLC. The company engages with those large retail supermarkets such as
Tesco, Walmart and others that are internationally present and through them company easily
develop their presence in the international market. Partnership and collaboration developed by
Dyson group PLC with International supermarket chains enables the firm to capture higher
market share and improve its brand presence in those respective markets. As these large retail
supermarkets increases their store and virtual presence in different global regions Dyson Group
PLC automatically establishes its presence International borders.
At both International and domestic level the partnership and collaboration practices adopted
by Dyson group PLC renders it a competitive edge from other competitors (M'zungu, Merrilees
and Miller, 2019). The brand equity and brand value of the form is automatically improved and
improvised as Dyson group PLC engages in double marketing process first is those marketing
campaigns and practices that are performed by the organization itself and the other is the one
which is conducted by the supermarket chains in in those International markets where the
company is moving and have their supermarket along with the discount retail stores that are
present in the domestic market of the brand.

CONCLUSION
From the above study, it is concluded that brand management plays vital role for an
organisation to expand business in context of presence and worth as well. It is essential by
entities to manage its brand via partnership and collaboration at both domestic & global level.

REFERENCES
Books & Journal
Beverland, M., 2018. Brand management: Co-creating meaningful brands. Sage.
Greco, F. and Polli, A., 2020. Emotional Text Mining: Customer profiling in brand
management. International Journal of Information Management, 51, p.101934.
Iyer, P., Davari, A. and Paswan, A., 2018. Determinants of brand performance: the role of
internal branding. Journal of brand Management, 25(3), pp.202-216.
Kasemsap, K., 2018. The roles of social media marketing and brand management in global
marketing. In Social media marketing: Breakthroughs in research and practice (pp.
425-453). IGI Global.
Likoum, S.W.B., and et. al., 2020. Market-sensing capability, innovativeness, brand management
systems, market dynamism, competitive intensity, and performance: an integrative
review. Journal of the Knowledge Economy, 11(2), pp.593-613.
M'zungu, S., Merrilees, B. and Miller, D., 2019. Strategic and operational perspectives of SME
brand management: A typology. Journal of Small Business Management, 57(3), pp.943-
965.