Dyson - Consumer Brand Awareness Study
Company overview
Dyson is a UK-based engineering innovation company specializing in the design and manufacturing of high-performance home appliances, with product lines including vacuum cleaners, hair dryers, air purifiers, and hand dryers. Since its inception, Dyson has rapidly grown into a globally recognized brand, with its product distribution network covering 37 countries and regions worldwide. In recent years, Dyson has seen rapid market expansion in China, establishing a comprehensive presence across both online and offline platforms such as Tmall, Suning, and Guomei, and has built a strong consumer base and favorable brand reputation
Research background
As Dyson's brand visibility has rapidly increased in China, several unauthorized products have emerged on online platforms, such as 'Dyson Mosquito Lanterns,' which are not manufactured by the official Dyson UK company. These counterfeit products closely resemble the genuine Dyson brand in naming and packaging design, easily causing consumer confusion and damaging Dyson's market reputation and consumer interests. To better protect its legitimate brand rights, the client seeks to understand consumers' awareness of the 'Dyson' brand and their level of confusion regarding counterfeit products, providing actionable data to support future brand protection efforts and legal actions.
Research scope
This study, commissioned by CEIDEA Research on behalf of Dyson (China), focuses on a special investigation into 'Chinese consumers' awareness and confusion regarding the 'Dyson' brand. The research employs a mixed-methods approach combining quantitative questionnaire surveys and qualitative in-depth consumer interviews, targeting core e-commerce and offline appliance consumers in major cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, as well as select second- and third-tier cities. The study focuses on the following dimensions: consumers' awareness of the origin, product range, and market positioning of the 'Dyson' brand; whether consumers recognize 'Dyson' mosquito lantern products listed on platforms such as Taobao as products from the official Dyson UK brand; whether consumers have mistakenly purchased or been confused by products due to similar naming; consumers' attitudes toward counterfeit brand practices and their demands for consumer protection. The study also specifically examines users' information judgment habits across different e-commerce platforms to further assess the potential impact and risk level of counterfeit products on the sales and brand image of genuine Dyson products.
Expected outcomes
The study will provide first-hand data on the current state of Dyson's brand awareness and consumer confusion rates in China, objectively reflecting the interference caused by counterfeit products on brand image and consumer purchasing decisions. The findings will serve as key evidence for future brand protection initiatives and legal actions, supporting the rationale and urgency of litigation. Additionally, the results will provide a data foundation for Dyson to strengthen anti-counterfeiting strategies, optimize brand communication, and enhance cooperation with e-commerce platform governance, thereby building greater consumer trust and brand resilience.
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