Applying the Customer Based Brand Equity model

Amazon E-commerce
in Bangladesh
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Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Applying the Customer Based Brand Equity model................................................................................3
CONCLUSION...........................................................................................................................................5
REFERENCES............................................................................................................................................6
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INTRODUCTION
E commerce is also known as electronic commerce which is related to the activities of
electronically buying and selling of products and services on online or over the internet. Now it
is essential for every company to adopt e commerce so that they can attract more and more
customers (Dey and et. al., 2020). Organization selected for this report is Amazon which is
American conglomerate technology company operating at multinational level. It is founded by
Jeff Bezos in year 1994 and their head office is located at United Sited. Now they are planning to
conduct business just in Bangladesh and no other country for which they conduct research with
CBBE model which is explained in report.
MAIN BODY
Applying the Customer Based Brand Equity model
Customer based brand equity model is also known as Keller Model which is introduced
by Kevin Lane Keller who is professor of Marketing. The CBBE model is based on the pyramid
that explains ways to an organization in order to build strong brand equity by focusing or
considering understanding of customers (Sadman and et. al., 2020). Moreover it will also help in
designing effective as well as appropriate strategies based on the customer’s need, requirement
and expectation. Through customer based brand equity model an organization able to develop as
well as maintain strong connection among the brand as well as its potential customers which lead
to positive brand equity. In respect of Amazon they are launching its e commerce at the
Bangladesh for that they are conduct analysis through CBBE model as that will help them in
building as well as managing a strong brand in the new market. Below explanation of customers
based brand equity model is given in respect of Amazon:-
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