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20 Dyson


Company: Dyson Ltd

Brand value: US$3,071 million

Headquarter city: Malmesbury

Change since 2017: 31%

Industry: Home Appliances

Year formed: 1993

Dyson is a British technology company best known for its bag-free vacuum cleaners, but also for its design and manufacture of fans, heaters, lighting, hand dryers and tools. It positions itself as a design and engineering pioneer, rethinking assumptions about product categories. The brand is strongly associated with the reputation for innovation of its founder, James Dyson. Following a successful move into the beauty sector with the launch of its Supersonic hairdryer, Dyson is now looking to apply its technology to the automotive industry and battery-powered cars. The company has announced plans to invest £2.5 billion in electric vehicle development. The brand sells through electronics retailers and department stores as well as online, both in the UK and internationally. Products are priced at a premium to much of the competition, but Dyson is known for guaranteeing access to expert advice and hassle-free help in the event of a problem. The Advertising Standards Authority in early 2018 banned a Dyson commercial it said implied indoor pollution was more dangerous to health than pollutants outdoors. In 2017, Dyson opened a high-tech research campus in Wiltshire to focus on robotics, battery cells, machine learning and artificial intelligence. Also, in 2017, the Dyson Institute of Engineering and Technology launched a degree programme through the University of Warwick to teach the next generation of engineering enthusiasts.