Brand Management (cbbe Model)Customer-Based Brand Equity Model (CBBE)CBBE act as a bridge to add value on a product endowed to a product as a result of past investments in the marketing of a brand. It is also provide provides direction and focus to future marketing activities. CBBE model designed to assist management in brand building efforts. According to the model, building a strong brand involves four steps: establish brand identity, create brand meaning, positive, eliciting accessible brand responses, and building brand relationship. In order to achieve these four steps, there are six brand building blocks which involves brand salience, brand performance, brand imagery, brand judgments, brand feelings and brand resonance
[1]. Based on the CBBE as a service (BBE) model, they offer a comprehensive service framework and provide product-specific design services, which are highly aligned with the core values of the brand such as, Quality, Responsibility, and Trustability. It was designed to help enhance consumer confidence in brand design. CBBE is also designed to provide the ability to develop multiple brand assets or add value using targeted brand strategies for the right target audience and in order to reduce the cost and complexity associated with acquiring products. CBBE model also provides value management to management while managing product equity, generating a unique opportunity by helping the company to grow with its marketing assets in a variety of ways including by establishing a strong brand identity, establishing a commitment to developing a well-established, profitable, and brand identity, and creating a well-formed portfolio. CBBE can also be used to improve an existing portfolio with a potential investor and by establishing a new, more efficient means of financing future acquisitions, thus increasing overall brand value. Moreover, a successful brand that seeks out the market where the product to be acquired is currently based can grow quickly as a result of successfully establishing a core segment of an existing product, thereby improving the brand’s market share. These components combined with the key approach to brand empowerment include the following elements: The CBBE model is designed for the marketing of more than one product and can enable the CBA to achieve a great return as a result of this success. It also allows for asset selection, brand differentiation, asset building, and acquisition strategy. The company structure requires an asset manager; a business owner; a marketing and market expert; and a senior team. The primary benefit of the asset management approach (CBBE) is the ability to obtain a strong portfolio as a result of successful building of a customer’s brand identity and by expanding the client’s brand value. The asset management approach offers an opportunity to expand the portfolio and increase the brand strength by increasing the number of portfolio participants. The CBBE model enables the company and the CBA to grow as revenue growth increases and the brand strength increases in each time period. CBBE can thus increase revenue growth by strengthening portfolio members and by increasing the strength of the brand. The CBBE model is an effective mechanism to achieve a brand identity, brand performance, and product positioning (BPU) through the provision of a highly integrated brand identity as a service asset. The CBBE model also provides a solid customer experience that has been provided to current customers under the CBA, allowing future customers to identify and gain exposure to all the relevant channels as well as enhance their personal brand experience (BPU).
Product Assurance: Understanding and Business Leadership
Product delivery is an area in business where there are multiple goals to achieve through the purchase and business process. Customer development and product satisfaction are central to achieving product success with products. The product management model in this topic allows the company to ensure customers experience the importance
Brand IdentityBrand Salience means awareness and it’s related to achieve right brand identity. Brand awareness refers to customers’ ability to recall and recognize a brand also involves linking the brand of brand name, logo, and symbol and so on to certain associations in memory. First, salience influences the formation and strength of brand associations that make up the brand image and gives the brand meaning. Secondly, creating high level of brand salience in terms of category identification and needs satisfied is of critical importance during possible purchase or consumption opportunities. Third, when customers have low involvement with a product category, they may make choices based on brand salience alone.
Brand identity can be differentiating by two dimensions which are depth and breadth. Depth of brand awareness refers to how easily customers can recall or recognize the brand. Breadth of brand awareness refers to the range of purchase and consumption situations in which the brand comes to mind.
Brand MeaningCreating brand meaning involves establishing brand image. It comes into consumer mind what’s the characters of your product. Brand performance is the primary influence of what consumer experience with the brand and what they heard about it. Brand Imagery deals with extrinsic properties of the product or service. Is it how people think about a brand abstractly rather than what they think the brand actually does. Thus, imagery refers of more intangible aspects of the brand.
Brand meaning can be characterized according three dimensions which are Strength, Favorability and uniqueness. The question needs to be answers are How strongly the brand identified with a brand association? How important or valuable is the brand association to customers and How distinctively is the brand identified with the brand association?
Brand ResponseBrand response simply to say how customers respond towards the brand that is what customers think or feel about the brand. It can be distinguish by judgments and feeling of customers. In another word to said whether they arise from