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Building and Managing Brands Reflective Assignment

Task Objectives: The objective of this individual reflective assignment is to evaluate students ability to discuss and apply key concepts of customer-based brand equity (CBBE). The CBBE model provides a framework for developing consumer brand knowledge, around a brands positioning in order to create enduring brand equity. Having identified the brands positioning, the CBBE Brand Resonance model looks at building a brand as a series of steps, each of which is contingent on successfully achieving the objectives of the previous one. The first step brand salience involves identifying the brand elements that serve to identify and differentiate the brand across the range of purchase and usage situations. The second step performance and imagery firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations.