Brand Management Report: Brand Strategy Analysis for Dyson Group Plc

This report provides a comprehensive analysis of brand management, using Dyson Group Plc as a case study. It begins with an introduction to brand management and its importance as a marketing tool, emphasizing the need for businesses to maintain a strong brand image and reputation through strategic investments and technological advancements. The report explores the key components of a successful brand strategy, including brand positioning, employee activism, loyalty programs, public relations, emotional connections, ethical values, and social media integration. The report then delves into strategies of portfolio management, brand hierarchy, and brand equity management, examining models like 'House of Brands' and 'Branded House,' and Dyson's application of these models. Furthermore, the report discusses the measurement and management of brand value, covering aspects like active management and strategic asset allocation. The conclusion summarizes the findings and reinforces the importance of brand management in enhancing sales and profitability. The report also includes references to support its analysis.

BRAND MANAGMENT

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Importance 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
TASK 3.......................................................................................................................................................9
Measuring and managing brand value.....................................................................................................9
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................13

INTRODUCTION
Brand management is an element which helps the organizations present in the market be
able to increase their sales and profit margins. There are a lot of businesses which are investing
in this factor currently to be able to capture the market. Dyson Group Plc is having a strong
brand management because they established themselves in 1991 by Sir James Dyson. The
company has experience which is being used effectively in the organization. Products and
services are being promoted by the organization so that they can have a better functioning and
sales by using the right strategy in the market.
TASK 1
Importance of branding as a marketing tool
To be able to maintain the reputation and brand image in the market there is a
requirement for the businesses to be able to have a right funding factor as well so that the
changes can come in effectively. There are a lot of technological changes which are coming up
in the market which is going to make the company have better standards and quality of products
making the customers further satisfied (Xi and Hamari, 2019). More the investment the higher
reputation and quality of products which is going to be present is what Dyson Group Plc is also
trying to maintain for the customers which would be discussed in the further report.
 Motivates employees
A motivated workforce is always going to make the company have the best of brand image in
the market and the standards and reputation is going to be well maintained. Dyson Group Plc
always motivates their workforce so that they can take out the best from the employees which are
going to help the organization be able to get in the changes as well which the customers expect.
A good workforce is going to help the company be able to maintain their reputations and brand
image for the future as well and make the company capture the market effectively.
 Provides exclusive identity
The company’s in the market focus on the innovation and products which are present in the
market because they get the branding a unique identity which is a great factor for the

organization (Tatoglu, Sahadev and Demirbag, 2018). Dyson Group Plc focuses on the
satisfaction and innovation of the products so that the customers can appreciate the creativity and
idea which greats in a great opportunity for the organization.
 Creates trust
The stronger the brand the more trust level the organization creates with their customers
which are a great factor for the organization. Dyson is being able to operate better since they
have a strong communication of branding with their customers which is making the company
have higher profitability. The organization has got a competitive advantage which is a very good
factor because of a strong branding they have for themselves and the investment they make for
this factor to improve.
 Enhances recognition
Dyson has an experience in the market which is why they are aware of the changes and the
branding which has to be done by them so that they can increase the recognition in the market
even further. The competition for Dyson is high in the market which is why the company is
focusing on making the company have a good branding for them which is going to make the
customers have a better experience and learning from that factor (Raki and Shakur, 2018). There
are good decisions which are being taken by the upper management of Dyson from time to time
so that the company makes a better place for themselves in the market for a longer and
successful run.
 Attracts new customers
Branding can make customers gain trust in the organization blindly which gets new and more
customers in the organization which is making the market share of the organization increase.
Dyson Group has been able to create a strong name for them in the market which is why the
company is having high productivity level and functioning in the market. The right strategies,
tools and decisions have been taken by Dyson so that they can have better functioning.
There are some important keys and tools which have been discussed in the above report
and they are being followed by Dyson from time to time in order to be able to have a good brand
value. The competition in the market is increasing which is why the organization will have to
take measures in order to be able to operate and function effectively in the market. There are

theories which have to be moulded and used effectively so that the brand image is maintained in
the market so that the organization can have a better functioning (Ozretic-Dosen, Brlic and
Komarac, 2018).
Theories which are being used by Dyson are right and analysed so that there is a well
maintained management like JIT, TQM, etc. These help the company to maintain their reputation
and standards in the market in front of the customers which is a very good factor for a long run in
the market. There is an improvement as well in the reputation if these factors are worked upon in
the market on time so that the company will be able to maintain their products and quality of
services as well.
Key components of successful brand strategy
There are a lot of ways and strategies which one can use to be successful in the market
and that is going to make the reputation of the organization also improve effectively. This is
going to make the customers get loyal to the organization and make the company have higher
value in the market which is going to be very effective for a long run (So and et.al., 2017).
For the customers to have a better experience in an organization Keller’s brand equity is
being used which is a very good framework for the organization. The customers are given full
information about the products and services so that they can trust the brand. There are four steps
which are involved in this framework which are salience, performance, feelings and resonance.
Salience is who the brand is performance is what the brand is, a feeling is about the brand and
resonance is the relationship between the organization and brand. These steps have been
followed by Dyson so that they can create a strong brand name for themselves in the market.
 Brand positioning
Dyson has made their reputation in the market as the high end innovation brand which has to
be maintained by the company that way by getting in the latest of innovation functioning in the
organization. There is the use of right technologies to innovative the vacuum cleaner and they are
constantly improving these features and products so that the customers can have a better
experience in the organization and the profitability can increase (Yoganathan and et.al., 2019).

 Employees activism
There are training and development sessions which are held for the employees in order to be
able to cope up with the standards and changes which are taking place so that the customers can
get the best. There is monitoring of the employees as well and Dyson is having a strong
workforce in the company which is helping the organization be able to have a good reputation in
the market.
 Loyalty
The company is going to be able to make higher profitability if they are able to make the
public trust in their organization which is by branding themselves. The company will be able to
price their products according to them if they have a strong branding for themselves (Kernstock,
Brexendorf and Powell, 2017). If the organization is able to maintain their reputation in the
market then they will be able to have brand equity present.
 Public relations
To have a good public relations there are a lot of tasks which are being taking place in the
organization so that they can have a strong base for themselves in the market. The relationship
with the customers has to be maintained so that the company can have a better customer
experience in the organization.
 Emotion
Where is an involvement of a good branding in the market of a company there has to be good
relationship with the customers as well which is an advantage which Dyson is having for
themselves in the market. The company has been able to maintain their relationship with the
customers. There are a lot of changes which are taking place in the market and the customers
have to be updated so that the company is going to have a good play of emotions with the
customers for buying the products.
 Values
To have a proper branding for the organization without conflicts and problems, there have to
be good ethical values and moral which have to be maintained in an organization (Ramjaun,
2020). This is going to make the upper management know the right decisions which they have to
take and the branding is going to be positive without affecting anyone but making the company

have a good reputation in the market. This can make the customers get influenced to buy one
product over the other brands. Dyson has used innovation as their strength which is why the
company is being able to maintain their loyal customers over so many years in the market.
 Social media
This is the best strategy which the businesses in the market are using so that they can brand
their products and services globally on time. This is a very different method which is currently
taken the attention of the customers as well and could add to the advantage of the businesses in
the market.
TASK 2
Strategies of portfolio management, brand hierarchy and brand equity management
To have a strong portfolio, brand hierarchy and brand equity there has to be a good
decision has to which strategy has to be used in the organization. Dyson is having a lot of
experience to be able to select the right strategy for themselves and this is going to have a great
advantage on the profitability.
Strategies of portfolio management
The portfolio of an organization has to be well maintained because that would help the
organization to be able to expand themselves further in the market. There are a lot of
improvements businesses make so that they can make their portfolio even stronger by taking the
right measures and decisions for the company.
 House of Brands
This is when different brand names are held by one company and this is not a good
opportunity for Dyson because they focus on their customer’s loyalty towards the brand. This is
going to be very good for some companies in the market in order to be able to provide more
products to the customers which are going to make the company have a higher brand image.
 Branded house

Dyson used this branded house model because their each and every products starts with the
brand name for example, Dyson fan, Dyson hairdryer, Dyson Hoover, etc (Prymon, 2016). This
is going to make the company have a positive take on the products and services of the
organization so that there is a lesser risk which is present with the products and services of the
organization. There are risks that the company might lose their reputation if the products are not
good but there is a well maintained reputation which the company has built for themselves in the
market.
 Active management
Better the management then the operations will take place better and the company will be
able to improve their portfolio effectively. Dyson is having a strong management which is taking
the right decisions for the organization.
 Strategic asset allocation
There are different management strategies from which the best will have to be implemented
in Dyson so that the company will be able to operate effectively. There are necessary measures
which are being taken by the organization so that there is going to be a better sense of direction
present.
Strategies of brand hierarchy
The customers have to trust the brand and that can be done when the organization selects
the right strategy for themselves which is going to make the company have higher sales in
market.
 Use simple names
The businesses in the market must use simple and easy names for the branding purpose
which is going to be attractive at the same time the customers will find it easier to be
remembered.
 Run information ads
Technology has really made it easier for the ads for branding to take place and ads can attract
a lot of people in the company. There has to be easy and attractive information which has to be
spread through this medium for the organization.

Strategies of brand equity management
The management will have to make sure that the internal factors of the organization is
balanced so that the company can have a good equity and the company will be able to make
higher profitability.
 Make strong relationship
There has to be good relationship with the customers in order to have strong brand equity
present in the market. The company is continuously developing the products and services so that
they can have a better innovation which can take place in the company by selecting the right
measures by the upper management of the company (Iglesias, Ind and Alfaro, 2017).
 Build awareness
Dyson will have to reinforce their brand name in their products so that they can make the
customers aware of the products which the organization is dealing with. This is going to help the
organization be able to maintain their brand present in the market which is a very good factor for
the different products which the company is dealing with. Customers have to be aware so that
they can blindly trust the company and transparency with the customers is always helpful with
Dyson has witnessed over years.
TASK 3
Measuring and managing brand value
There are different-different things which need to be considered by the organization in the
market to measure an effective need which taken care for better functioning in the company,
these needs are important to be measure for the company. There are so much opportunities for
the company in the market and the market is full of competition (Keller,2019). It is essential for
the company to communicate in the market and make sure that every person in the market are
aware of the changes in the company and functions for better result.
Brand Awareness: -

Brand awareness is important for the growth of the company and for the better
performance and awareness in the market, it helps the company in attracting the customer more
easily. Attracting the right customer to the company required a good communication and the
information in the market. Every information and the achievement and objective to be know by
the customers as it helps in gaining the trust of the customer and helps in development of the
company brand value. The campaign needs to be good to make it more effective in the awareness
of the brand value in the market to the customer and create he brand value higher and improve
functioning. Company also use a lot of different tools to create higher portfolio of the company
to increase the sales, the product needs to be aware by the customer time to time to create the
product awareness in market (Borkovsky,2017). Brand awareness is important and the company
Dyson and they use different strategies to make the customer aware about the product and the
new technologies company use in the product development.
Net promoter score: - A popular measure to measure the valuation of brand is “net promoter
score”. It is a metric which is developed by Fred Reichheld. The power of this method is its
simplicity, customers are asked about the brands and how likely they choose the brand over other
brands.
Brand value: -
Brand value works as a trust between the customer and the company, it is important for
the company to have a good brand value in the market and a good goodwill among the customer
and market so it can help the company in getting better response from the customer and increase
productivity. Company need to take a lot of strong decision to increase the brand value in the
market, decision related to the tools and technique to improve the company value and brand
value. Attractive brand values help in getting the customer trust and shows a loyalty in the
product quality and service to the customer. Good brand value increase in the performance and
position of the company in the market and provide the information of stability and shows the
strength of the company. Company need to make decision right to maintain the market stability
so that they get the higher profit margin, the demand for the products in the market increase and
company provide the information which is required to company help to function effectively.
Assessing attributes: -

This subjective mean of assessing the value attributes which include satisfaction, awareness,
loyalty and market share which are tracked separately according to the industry. This works as an
esteem of knowledge which help the companies in understanding valuation of their brand.
(Gupta,2020). Companies has developed “brand asset valuator” it is a tribute to measure
differentiation, esteem, relevance and knowledge.
Consumer Attitude: -
The nature and the attitude of the customer need to be understood by the company to
work in a good condition and get a better result as customer are the priorities of the company.
Company also need to change the decision according to the customer attitude towards the
product and services of the company, the environment of the business by the company Dyson
group plc is effective in the nature to its market to the successful functioning of the company in
market and attitude to be maintained. The reason of the growth of the company Dyson is because
of the positive attitude of the company towards its customer and it also helps in getting the brand
value in the market which they are having currently. The attitude f the company towards its
customer shows a lot to the nature and the value of the customer for the company these things are
helping Dyson group plc in getting the competitive advantages.
The cost approach and the market approach: - The fundamental premise of the cost approach
is that it should not be more than what it cost and build equivalent, the cost of brand building
minus expenses is reflecting its market value. On other hand the market approach is done on the
basis of the market price and the comparison of market price to the competitor. This valuation
relies on estimation of value-based market transection.
Purchasing Intent: -
There are products in the company which can be outdated in a particular period of time
and for that the company need to do the purchasing intent strategies to have a effective decision
towards the company’s product and services. The standards need to be met with the expectations
of the customer and company will involve itself in the purchasing of the intent to increase the
brand image in the market. Customer standard need to met by the Dyson so the relation and trust
can be built better of the customer and the company and increase the brand value of the company
(Paul, 2019).

CONCLUSION
The report concludes that there are different tools and branding tools to measure the value
of the company and helps in increasing the brand value in the market. This can be done by
advertisement & campaigning; Companies do a lot to increase the value of the brand in th3e
market to get the better result in the market. The trust and the expectation of the customer need
to be matched by the company so that they can get the better productivity and result in the
market and increase the loyalty and trust to customer. There are lots of strategies of promotion
which can help the company in the market to get the better functioning in the performance,
which can help the Dyson Group plc in the future of the company and for a longer run in the
industry they working.