Brand Management Essay 2022

Running head: BRAND MANAGEMENT
BRAND MANAGEMENT
Name of the Student
Name of the University
Author Note

BRAND MANAGEMENT1
Executive Summary
The main aim of this essay will be to critically review the brand development strategy of the
organization of Singtel. The justifications will be provided for the decisions taken by them.
The discussion will include CBBE and Marketing Mix, Segmentation, Targeting and
Positioning among the marketing theories used by them.

BRAND MANAGEMENT2
Table of Contents
Introduction................................................................................................................................4
Company Background................................................................................................................4
CBBE Model..............................................................................................................................5
Level 1 – Brand Identity........................................................................................................5
Level 2 – Brand Meaning.......................................................................................................5
Level 3 – Brand Response......................................................................................................5
Level 4 – Brand Resonance....................................................................................................6
Marketing Mix...........................................................................................................................6
Product...................................................................................................................................6
Price........................................................................................................................................7
Place.......................................................................................................................................7
Promotion...............................................................................................................................7
Process....................................................................................................................................8
People.....................................................................................................................................8
Physical Evidence..................................................................................................................8
Segmentation, Targeting and Positioning..................................................................................9
Segmentation..........................................................................................................................9
Geographic.........................................................................................................................9
Demographic......................................................................................................................9
Psychographic....................................................................................................................9
Behavioral..........................................................................................................................9

BRAND MANAGEMENT3
Targeting................................................................................................................................9
Positioning............................................................................................................................10
Recommendation......................................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12