Report on Brand Management: Leveraging and Extending Brands at Dyson

This report provides an analysis of brand management techniques, focusing on how Dyson leverages and extends its brand through various strategies, including brand and line extensions. It explores Dyson's collaborations and partnerships at both domestic and global levels, highlighting the significance of these alliances in enhancing brand goodwill and revenue. The report uses examples like Dyson's partnership with Airbus to illustrate how these strategies contribute to competitive advantage and market expansion within the electronics industry. Ultimately, the report emphasizes the crucial role of brand management in achieving marketing growth and establishing a strong market presence.

Unit 41: Brand Management

TABLE OF CONTENT
INTRODUCTION......................................................................................................................3
Techniques used to leverage and extend brands.....................................................................3
Collaboration and in partnerships with various new brands at domestic and global level.....4
CONCLUSION..........................................................................................................................5
REFRENCES.............................................................................................................................6

INTRODUCTION
The brand management is understood as one of the most important function of
marketing which uses various innovative techniques and diverse strategies to increase
perceived value of production for enhancing company products goodwill and loyalty. Dyson
is British Technology Company which designs and manufactures of household appliances
such as vacuum cleaners, air purifiers and various other services. The report will be analysing
techniques used to leverage and extend brands for gaining expansion into new domains and
also for gaining wider profitable revenue standards. The study will be also focusing on
collaboration and partnerships with various new brands at domestic and global level, which is
an important segment of brand management.
Techniques used to leverage and extend brands
There are various techniques which Dyson uses within brand management for
extension of brand functioning and goodwill goals among new parameters, for leveraging
higher new diverse services within various new domains. Brand management techniques play
high essential role for technical innovation development and building on competitive
goodwill goals within wider arenas, where Dyson is widely focusing to perceive higher
position among consumers market reach (Chernev, 2020).
Brand extension- This technique is when company uses one of the already established brand
name on new products, and new product categories which is also sometime termed as brand
stretching for focusing on expansion of various new functional growth goals. Dyson uses

brand extension to use company already established brand equity to help launch its newest
products and services within competitive industry, for leveraging consumer goodwill.
 Vertical extension- This technique is focused on increasing and focusing towards
forming advanced quality parameters, prices structured within functional operational
goals to create new growth scenario for higher profitable business scenarios. These
products line extension are often also closely connected with existing products range
where target specific consumers through innovative approaches. Vertical extension is
also gaining new functional pace among new innovative domains, within electronics
industry where market scenarios are actively building on keen parameters. Line extension: This technique of line extension is an expansion of already
established product brand name, for new item and categorised working operational
paradigms where introduction of new additional items under same brand is focused
on. Dyson has been widely focusing on line extension as company focuses on
building new paradigms and various new features such as flavours, colours,
packaging which shall deliver more productive growth within marketing synergy
further in competitive electronics industry (Iglesias and Ind, 2020).
Collaboration and in partnerships with various new brands at domestic and global level
The Collaboration and in partnerships with various new brands at domestic and global
level is recognised as one of the most important and working parameter to develop larger
goodwill, higher expanded reach within industry scenarios. Dyson is one of the highly
competitively growing brands within electronics global industry where it has successfully
working on collaborations and partnerships with various faces of brands, companies to work
on major new products services expansion. Manufacturing of house old appliances which are
vacuum, innovative air purifiers and also has large number of employees working within.
Dyson and Airbus are one of the best example and fundamental expansion where company
has been progressively heading with advanced new products, services catering to wide range
of demand for innovation growth goal. Leveraging expansion within market scenarios with
new collaboration has made companies to be working on new force and diversified new
scope of working paradigms for consumer goodwill within larger scope segments. Dyson
with airbus has been expecting government to give it green light, for smart making up of
more than 30,000 medical ventilators within next week where focus is to create differences in
services. The production of existing models is expected to win consumer confidence
scenarios, where Dyson is completely working on new model of ventilators with technology

innovation and smarter collaboration fundamentals. These include digital motors, battery
packs and expertise in airflow, filters which are highly helpful for blocking fine particles but
not air (Iyer, Zolfagharian and Paswan, 2020).
This commercial expansion has been recognised as one of the most informative
collaboration in new working scenarios and for technically exploration among wider domains
where brand management will be able to gain new paradigms scope. This global expansion
and bringing on collaboration with Airbus , UK has been recognised as one of the major goal
benefitting brand to reach productive revenue goals and to enrich brand goodwill onto wider
new platforms. Digital marketing and new platforms efficacy are also being worked on as one
of the parameter within brand management for technical innovation at domestic level and
global level. There is also determinants where various new partnerships of Dyson are planned
on, for generating focus on varied new segments of enhanced decisions and for gaining scope
of new level growth for wider functional innovation. The Electronics industry has been
widely growing within new parameters of competitive factors, generated new synergy goals
and to develop consumer focused synergy where there is also new working expansion among
new pertaining scenarios. Dyson has been also aiming to reach best consumer goodwill goals
and to extend new partnerships within local and global scenarios where it has successfully
created stringent innovation and focused growth. Brand management is also widely evolving
onto larger arenas where Dyson is one of the most active brand face to emerge as highly
succeeding image name and to develop higher goodwill onto brighter face periods, where
there is wider growth opportunity and larger vision to be reached on (Likoum, Shamout and
Abubakar, 2020).
CONCLUSION
The report has concluded that brand management is highly essential for company
productive marketing growth goals and to bring on focus for diversified market segments, by
building on focus among new innovative strategies. The report has also analysed Dyson
brand management techniques and fundamentals for generating new structured face and
working extension among products , services of electronics appliances. Report has also
concluded importance and new face of working exploration by brand collaboration, higher
partnership goals with varied new segments of company business decisions for higher
goodwill and revenue standards.

REFRENCES
Books and journals
Chernev, A., 2020. Strategic brand management. Cerebellum Press.
Iglesias, O. and Ind, N., 2020. Towards a theory of conscientious corporate brand co-
creation: the next key challenge in brand management. Journal of Brand
Management. 27(6). pp.710-720.
Iyer, P., Zolfagharian, M. and Paswan, A., 2020. Organizational ambidexterity, brand
management capability and brand performance. Journal of Business &
Industrial Marketing.
Likoum, S. W. B ., Shamout, M. D., and Abubakar, A.M., 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.
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