An Analysis of Brand Management Strategies for Dyson Group Plc

This report provides a comprehensive analysis of brand management strategies, focusing on the case of Dyson Group Plc. It begins with an introduction to brand management and its significance as a marketing tool, emphasizing the importance of branding in building customer bases and achieving...Read More

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Significance of branding as a marketing tool..............................................................................3
Key components of successful brand strategy.............................................................................5
Task 2...............................................................................................................................................7
Strategies of portfolio management, brand hierarchy and brand equity management................7
Brand Leverage............................................................................................................................9
Task 3.............................................................................................................................................11
Techniques for Measurement and Management of Brand Value..............................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management can be defined as the process of managing and controlling the value of
brand in the business market. It is one of the major functions of the business because it supports
to improve value of the brand in it’s market by managing own brand positioning. From past few
years most of the companies invest huge capital in it’s market to manage their brand image in
precise manner. The reason behind is that when an organization achieve good brand positioning
then it become easy to build large customers base and enable to gain competitive advantage from
it’s competitors. To understand role of brand management has an example of Dyson Group Plc.
it is a UK-based technology company which offers different products and services that are based
on technology such as desk fan, vacuum cleaner, air purifiers and others. it is headquartered in
England UK and offers it’s services into multiple countries. In this report will discuss numerous
strategies, tools and techniques that supports Dyson Group Plc to manage it’s brand image in it’s
market effectively.
Task 1
Significance of branding as a marketing tool
Introduction
Branding is the process of promotion of specific product or company through marketing
efforts like advertisement and distinctive design or infrastructure.
Benefits of Branding
Branding is essential for the organization because it demonstrates the realistic value of
company in it’s market. However, branding is considered one of the major marketing practices
for the different companies because it supports to raise goodwill of the company in their market.
It is the major reason due to this most of the organization invest huge funds in it’s market and to
make their brand image more effective (Drabjerdi, Arabi and Haghighikhah, 2016). Higher-level
management of Dyson Group Plc must invest appropriate funds to improve the standards of own
brand in the UK’s technology market.
Main body
Aaker Brand Equity Model
It is mixture of brand awareness, brand association and brand loyalty that helps to
influence branding of company as well as gives values of it’s product and services. This model is
proposed by Professor David Aaker in 1991. According to David Aaker, brand equity is the
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process of giving value premium which a organization gain through a product or service along
with a most recognizable name as compared others. Most of the organization practices brand
equity strategy or model for their service or product by creating a memorable image among
customers. Dyson Group Plc has been used this model to influence branding of products and it’s
values in it’s sector. This model is properly based on five components which have discussed
below:
Brand awareness
Branding plays effective role in Dyson Group Plc in the context of improving recognition
of it’s brand image in the UK’s market. However, improving brand recognition is one of the
major leading tasks that builds good brand image in the UK market (Wider, von Wallpach and
Mühlbacher, 2018). from past few years Dyson’s competitors puts huge efforts to enhance brand
recognition in the market, so it is mandatory for the Dyson’s top-level management to take
effective actions for improving brand recognition in the technology sector.
Perceived Quality
Branding supports company to differentiate it’s brand identity in the market. So, there is
Dyson Plc is also enabled to build excusive identity in the technology market through branding
as marketing tool. However top-level management of Dyson company must focus on some
innovative various range of products or services which helps organization to create an exclusive
brand identify in customer’s mind.
Brand loyalty
It is another key component of Aaker’s brand equity model that has implemented by
Dyson to influence Branding of the business. Brand loyalty is a type of marketing efforts that
supports company to gain trust of customer for the brand and creates brand values for them. As
same Dyson has good brand values in it’s market due to it’s innovative products and services
which attracts customers towards company and builds their trust on it’s brand. Dyson has
established loyal customer base by offering 100% guarantee on it’s products in the promotional
activities. Thus, this element supports Dyson to build strong loyal customer base.
Brand association
It is another effective element of the brand equity model that helps organization to
connect people emotionally with the brand. For example, top-level management of Dyson plc
practices Blue ocean strategy to innovate new such products accordingly customer’s expectation
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so that next generation can takes advantage of such products. Such innovation helps company to
connect with emotion of customers. While users get such products that directly interlink them
withy the brand. Thus, this component helps company to associated with people feelings by
offering expected technology-based products and in exchange generate lifetime loyalty from
them for it’s brand and products
Other proprietary
It is last component of Aaker’s equity model that supports organization to sustain it’s
market effectively as well as allows to sustain other multiple countries. Patents, IP and trading
partners etc. are proprietary that posses’ by Dyson and supports to take competitive advantage
from it’s competitors.
The above discussed model and it’s components can be analysed that organization have
framed it’s goal and have achieved it’s success. But the major drawback of the Aker’s equity
model is that it is time-consuming and quite long process.
Suggestion
Dyson Plc. unable to use this model for it’s all branded products. As resultant there are
only few products that are highly demanded due to good brand positioning while remaining’s are
not much famous. So, top-level management of the company must take several productive steps
to make it’s brand more recognizable trustworthy. Apart from this Dyson can use another
different approach of operation management such as TQM, brand loyalty model, JIT (Just In
Tine) to maintain an excellent position of all products and services in it’s UK market. With the
consideration of all factors organization will be enabled to achieve a loyal customer base in the
technology market by enhancing it’s brand loyalty (Ekinci, 2018).
Role of Marketing
Marketing strategies supports organization to bring brand equity for each product in equal
manner. For example, values: moral and ethics are more important component of
marketing strategy because it helps business stay long run in it’s market and avoids illegal
practice which can bring negative publicity for the brand. For example, currently customers like
to buy products and services only from those organization which follows ethical practices in
respect of workplace (Paul, 2019). So, it is compulsory for the top-level management to focus on
all ethical and moral values in their regular basis operations.
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Key components of successful brand strategy
There are many key components of successful brand strategy which is existed in the
market and supports organization to develop and manage brand equity effectively. Top level
management of Dyson must consider all components of brand strategy then they can develop and
manage brand’s equity precisely. Key components are described as follows:
Public relation: It is one of the most essential components of the successful brand strategy. As
per the concept of this component, Dyson’s top-level management require to put extensive
efforts to build strong public relation. If company maintains strong relation with it’s customers
then it can successfully manage it’ brand equity. So, it is considered essential task for the
company because it can influence it’s brand image in it’s market with the support of public
relation.
Social Media
Today’s world, social media is one of the another most important element of successful
brand strategy. However, with this component Dyson Plc will be enable to develop an effective
and communicative values with the wide number of customers (Lee, O’Cass and Sok2017). In
recent time lots of companies are taking various advantage from this component in respect of
building and managing brand equity. So, it is essential for the upper management of Dyson to
practice social media more effectively and establish and manage brand equity.
Emotion
There is emotion is another important component wherein it also gives huge contribution
in establishing and managing brand equity in the business market. According to this component
upper management of Dyson Plc must build heart relation with it’s customer by offering good
quality products and stands on their commitments for the product and service (Mok, 2016).
When company seriously take such initiatives, which bound people emotionally with the brand
either trend has changed but they do not like to change their choices. Such feelings or emotions
of customers will raise exclusive brand image in it’s market. With this component company can
build good loyal brand image in the UK’s market.
Employee activism
It is another key component of the successful brand strategy that supports organization to
create positive impression on different users or customers in the business market. So, it is the
major reason that, upper management of Dyson must conduct productive training program for
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the all staff to build their dynamic capabilities as well as employees’ activism in their daily
activities. As resultant Dyson enable to build and manage it’s brand equity in the precise manner.
Conclusion
From the above-mentioned components of successful brand strategy can be analysed that
to achieve effective brand equity in the UK’s market needs to considered all components
effectively by the Upper management of Dyson company (Veloutsou and Guzman, 2017). In
addition, company can achieve highly competitive advantage from it’s competitors by maintain
brand equity for the long timeframe. In a case company skip any component of the successful
brand strategy that it cannot manage it’s brand equity in the technology market for the long time
which is major drawback of the successful brand strategy.
Task 2
Strategies of portfolio management, brand hierarchy and brand equity management
There are various strategies that are available in the market for the technology company
i.e. Dyson plc (Lee and et.al., 2017). Strategies are brand hierarchical, product portfolio and
brand equity that has followed by organization as resulted today’s world brand equity is present
in it’s business market.
Strategies of brand equity management
It is very essential factor for the top-level management of the company that ensure to
have strong branding of the company in the UK’s market. Strategies are:
 Build strong relationship
To establish strong brand equity needs to have strong relationship with customers. Top-level
management of the Dyson plc takes right measures to maintain this factor more precisely
(Leemansvan der Aalst and van den Brand, 2017). In addition, organization always keeps
constant modification in it’s existing products so that can give value to the customer’s money
and make them believe company offers innovative products.
 Build awareness
It is another strategy of brand equity management strategy that requires better management who
can bring brand equity in the brand in the business market. However, Dyson plc has practiced
lots of measures for better functioning in the UK Market. It always focuses to keep strengthening
the brand by naming all of it’s product Dyson such as Dyson Hoover, Dyson Hairdryer etc. Such
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brand naming leads awareness in people about brand, especially in different markets. For
example, stakeholders i.e. customers do not need vacuum cleaner because they are aware for the
Dyson’s brand like Dyson fan or Dyson hairdryer.
Strategies for the portfolio management
It is another effective factor that supports to expand portfolio of company. With this
strategy Dyson plc will enable to expand it’s business into multiple countries across the world
and build large customer base as well.
 Branded house
Branded house is one of the famous models that is used by companies in order to improve
product portfolio that brings profitability in the business activities. There are various companies
like Apple Inc, Samsung, Dyson plc etc. have practiced this model and achieved framed
objectives within timeframe. With this model Dyson will not only enable to improve product
portfolio but also develop exclusive brand image in front of customers.
 House of brands
It is another portfolio of different brands name own by one organization. Organization wants to
build loyalty of customers on it’s brand. Most of the companies has implanted this model in
order to build loyal customer base because it helps to gain sustainable business performance.
With this model it could not be build loyalty of brand for the customer (Troiville, Hair and
Cliquet, 2019). The reason behind is that this model is applicable for those companies which can
sell various and completely different products in the market without customer awareness that all
products are sold by same companies.
 Active management
This approach supports Dyson plc company to make the better portfolio so that organization can
better functioning in the technology sector. With this approach company implement all strategies
related to portfolio successfully in it’s business.
 Strategic asset allocation
It is essential for the upper management to elect productive management strategies for branding
so that company can achieve it’s all goals and objectives within timeframe. Upper management
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of Dyson plc plays effective role in decision-making process that is important to have better
allocation of resources.
Upper management of Dyson plc practices Branded house model to increase product
portfolio at wide scale. Each product in the portfolio initiates with brand name i.e. Dyson fan,
Dyson Vacuum cleaner. It is a logical concept once customer have positive experience with
certain product then like to buy other products but if customer have bad experience with one
product then they avoid to buy another product (Panda, 2017). So, Dyson plc always focuses to
give best experience of it’s product to the new customer so that they again buy only Dyson’s
product.
Strategies of brand hierarchy
It is important for getting appropriate strategy for the company which added values of
brand in the business market. With brand hierarchical strategy Dyson plc can build trust of
customer on it’s brand as resultant company will enable to generate high selling revenue in the
business market.
 Run information ads
It is technical strategy that is more attractive and informative strategy as compared others
because it creates awareness in customer about brand and it’s products. With ads company can
creates awareness in large number of customers at same time and make them attractive by
claiming of 100% standard quality in it’s products. Content Ads are quite attractive and
informative that influences customers to try a brand once. So, Dyson plc can use this strategy to
give brief information about brand portfolio and services among customers which it posses’.
 Use simple names
It is another strategy of brand hierarchy that impacts on organization performance and operation.
For example, it is important for the company to select such name for brand which is easier to
remind for the customers and attracts them at same time as well. it builds strong customer base
and makes company more productive.
Brand Leverage
Higher dignity of branded products helps company to have better functioning in the
global market and increase sales revenue of the product as well.
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Brand leverage and extension
Global recognition is important for the Dyson plc because it can segment it’s new product
and can achieve all goals and objectives effectively. But these approaches needs to be applied
precisely then profitable outcomes can be received by company.
Brand Collaboration
To retain customer long time with brand requires to have different features of product
with advancement then company can build strong customer base. Customers seeks for variety of
product with quality when they do not get variety in products then prefer to switch another brand
for experiencing something new. However, to introduce new product and services company have
to collaborate with other organization which already has captured large market share and posses’
large extension of brands, then it can better function in it’s market (Wang, 2016). While Dyson
plc already has collaborated with various alliance in past years which has brought great
experience and it get quite beneficial outcomes that supports to stay long run in the market.
There are numerous advantages that are available in the market such as greater quality of
products, so Dyson plc match with this available benefit in order gain high brand leverage.
However, good product quality does not affect brand leverage in the business market so it is
essential for the upper management to implement best strategy which influence brand image and
loyal customer base as well. Today’s world Dyson is considered one of the famous global brands
among others. But still company has scope to expand it’s brand portfolio such as collaboration
with brands in particular country like UK then it can fulfil all needs of customers effectively. The
major drawback of the strategy is that company cannot meet needs of others countries because
all customers have different needs.
Partnership
It is another strategy of brand leverage that can support Dyson plc to take advantage of
available opportunity in the market. To better functioning in the market company requires to
have ownership and profit distribution in it’s hands. Partnership between two or more than two
businesses can affect productivity and growth of the business but due to the experience of Dyson
plc in the UK market denotes that it will be enabled to partnership with other business easily.
with partnership strategy Dyson Group plc enables to improve leverage of the brand in it’s
market and build large customers base (Wider, von Wallpach and Mühlbacher, 2018). It uses
global partnership strategy to become world’s famous brand as resulted achieve success. Global
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partnership is quite cost-effective because both partners invest capital in same amount to make
their operation successful.
Above discussed both strategies can be applied by Dyson plc to reduce risk of market and
can productively applies their resources in order to influence and maintain brand image. With
these strategies Dyson cannot achieve great success into new market but can experience great
advantage for the future and expand it’s brand values among customers. Currently, Dyson plc is
working to influence strong brand equity in it’s market for expanding itself successfully.
Brand reinforcement strategies
It is the effective strategy that supports organization to achieve same value which it has
achieved before in the market. Strategies are described below:
Positioning
Brand positioning of the business requires to have higher than it can bring financial
benefits from it’s customers. A company can achieve good brand image in it’s market at a
condition such as when it meets all needs and income level of the customer. Dyson plc must have
to improve and make it’s business such as that brings back it’s image in the company effectively.
So, it is crucial for the company to select right strategy or method to regain it’s reputation in the
business market. for example, there are lots of strategies such as social media, hoarding, digital
platform etc. can make strong base of customer to create value for the brand among customers as
result good reputation helps Dyson to stay long run in the business market (Yousaf, Amin and
Gupta, 2017).
All of the above discussed strategies support company to gain it’s all targets within
timeframe. Dyson plc can select best option from available strategies because all are proposed
for leveraging brand.
Task 3
Techniques for Measurement and Management of Brand Value
Dyson Group plc. is a well-established company in UK which deals in manufacturing and
designing of appliances of household like vacuum cleaners, heaters, hair dryers etc. decided to
sustain their brand equity which will help them to ensure that their efforts are positively
contributing in progress of the company (Bian and Veloutsou, 2017).
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Dyson Group Plc. do a lot of investments or goodwill to acquire its brand. The company must
follow various methods to measure and manage the various aspects of the brand. Following are
some of the aspects:
Brand Value
It describes the will the customers have to pay for the products and services of the
company (Kavaratzis and Hatch, 2019). There is a need for Dyson Group plc. to implement
various techniques for managing the brand equity to increase its sales, profit and goodwill in the
emerging market as well as to compete with its tough competitor Hoover which also deals to sell
and design the household appliances. Both the companies strive to come on the top by improving
their brand values. Following are the methods to manage and measure brand value:
Awareness of Brand
It is must for the company to provide knowledge of its products and services to its
customers. The company must increase its brand awareness such that once a customer comes to
know about the brand becomes unable to avoid thinking of it. The main thing which comes in
awareness is that the brand comes regularly in the conversations of the customers. For this the
company must follow many methodologies as follows:
 Dyson Group plc. must do some surveys and focus on the groups of customers to see
whether its products meet the changing demands of the customers or not. It must do all the
marketing activities by taking the competitive advantage from its competitor Hoover which
always tries to be one step ahead of it. The main goal of the company must be to provide
home appliances must be according to the changing needs of the consumers so that the
reviews from the existing customers can aware the new groups to start buying the products
and services.
 The company must also check regularly the traffic on the websites and the online platforms
and also look at the search volume data which is the total number of searches on the search
engine. It must market all the products through online modes to reach maximum number of
people where offline mode cannot work. It must use all the technologies which are advanced
from the technologies used by Hoover in all the processes of marketing, packaging, delivery
etc. the company must work on each and every person visiting its official website and
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platforms. Dyson company must also check its channels of Social media to be aware about
the customer’s feedback and the updates regarding the competitors, brand mentions etc. to
have insights to act upon opportunities.
 The another method can be to explore the volume of the brand and its products. This can help
the company to compete with its competitors like Hoover because each product of the
company must get sufficient customers to buy it. No product must remain aside because the
company invests a lot of money and efforts on each product (Mogaji and Danbury, 2017).
This will aware the customers about each and every product and service of the company.
 Dyson must be presentable on all the social networking sites and it must keep a tab on all the
reviews and mentions on the sites so that it comes to know about the areas where it is to
improve itself. The customers before dealing with a company always checks the reviews and
past experiences. So, the company must ensure that the reviews contribute positively to
aware more number of people about its products and services. Dyson must also look at the
Google trends which will be provided by the google trends data helping the company to
know the existing trends in the country and across the country to produce the products
accordingly.
Market Share
The company must make an estimation about the total sales of the company and the total
sales of the industry to know that where the company stands in the industry. The market
share is difficult to measure but not impossible. The company must establish a foundation
which can do the market share analysis instead of using the whole market as a denominator.
Dyson Group plc. must make clear boundaries in the market areas and the groups of
customers dealing with them. The company must implement certain strategies in some
markets and other in other markets so that it becomes easy to measure the market share. This
is also considered as the market based approach for brand value measurement because the
market share is calculated by considering all the factors of market.
The market shares of Dyson increased by 26% in 2019 and it was calculated as
Sales of Dyson in 2019/ Total Sales of Industry in 2019 = £750/£3000 = 25% approx.
Attitudes of Consumers
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Dyson Group Plc. must focus on the behaviour of the consumers towards its products and
services because customers are responsible for the increase of sales and profit margin (Buil,
Catalán and Martínez, 2016). It can also be measured by the Theory of Planned Behaviour
which states that the attitude, control of behaviour and the norms of the subject together
makes the behaviour and intentions of the individual which must be tracked by marketers of
Dyson. The company must organize some campaigns and surveys to know the needs of the
customers. This will help the company to take the decisions to change the price, brand
loyalty etc. it will let them know about the type of customers to be targeted for certain
products and services. This can be done by tracking and segregating the actions of the
consumers which will give an idea about their preferences and choices and can also be done
by taking the feedbacks from the salesman as he comes directly in contact with the people.
The reviews on the sites can be much helpful to know about the attitudes of the customers.
This is the approach based on the customers because the attitude of the customers evaluates
the overall personality of the customer including their changing needs. Theory of Fishbein
model can be used to measure the customer’s attitude toward a product by analysing its
overall attitude towards it.
Intent for Purchase
This plays a major role in measuring the brand value of Dyson. the company must
decrease the gap between the discovery and purchase of the product. It should track and
categorize the actions of the consumers. It must also keep a check on the trends of Google
because the customers sometimes look at the existing trends instead of looking at the official
website of the company. The company must also analyse the social conversations held
between the customers to know the quality and quantity of the products they prefer which
will help the company to bring changes in product and services. The purchasing intent will
prove beneficial to manage the brand equity. This is also considered as the approach for
income based brand value measurement because the number of customers purchasing the
Dyson Products will decide the income of the company.
Relation between Financing and Branding
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Branding affects the financial status of the company as Dyson make much investments to
improve the brand value (Ramjaun, 2020). The new products, problems of products, actions
of competitors, fluctuations in the management, and some actions of government needs to be
handled for maintaining the brand equity which needs lot of investments. The participants of
stock market also depend upon the attitude of the brand.
So, the Dyson Group Plc. and the Hoover adapts the above mentioned methodologies for
improving their brand value to increase the number of sales and to improve the overall
progress.
CONCLUSION
It has been concluded different branding management tools and measures which have
implemented by Dyson plc to make it’s brand valuable and quite effective in the business
market. There are numerous decisions i.e. campaigning, advertisement etc. has taken by
company for better functioning. It has analysed different strategies of portfolio management,
brand hierarchy and brand equity management in this report. It can concluded about different
techniques like collaboration and partnership for leveraging and extending brands by Dyson plc
in the global market. The brief study has been summarized various type of techniques that have
taken by company to measure brand and managing it’s brand values in it’s market effectively.
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