Dyson Ltd is a British technology company, founded in 1992 by James Dyson, which designs and manufactures vacuum cleaners, hand dryers, bladeless fans and heaters.

Innovation fits very well Dyson’s brand values. Dyson has always worked hard to ensure all its products depart from the old ways of doing things by taking time to painstakingly re-design them.Just like Apple is making waves in the IT world, Dyson has created for itself a clear niche in the home electricals market that will be difficult to displace. The series of creative innovations being launched by organisations like Dyson shows that though it might take time before innovative ideas can come to fruition, it’s vital to uphold a innovation-led brand such as this.

Brand values have to be clearly established in the minds of Dyson's target customers in order to justify the Dyson price premium. Dyson takes pride in the fact that it has no marketing department. Indeed, its products are the only marketing department the company needs. James Dyson dedicated his life to perfecting what was always an imperfect technology, and in the process created the most innovative, powerful, and beautiful vacuum cleaner on the market. The products are the sole brand builders of Dyson.

Dyson's brand identities are innovation, aesthetics, luxury, creativeness, modernity, functionality, reliability and effectiveness. The advertising tagline "Doesn't lose suction, ever" provides the necessary reliability to Dyson brand to charge the price premium. Dyson has never competed on price. The company targets acclaimed and sophisticated customers who are willing to pay more for high technology and innovative products.

Just like Richard Branson and Steve Jobs, James Dyson's own celebrity is the most important factor when it comes to selling. Man and brand are inextricably linked.