Strategic Brand Management

Strategic Brand Management

Table of Contents
Introduction.................................................................................................4
Week 2........................................................................................................4
1. Reflect on the key components of CBBE..............................................4
2. Which paradigm is CBBE founded on? Discuss....................................4
3. What are the constraints of the CBBE model in real life? When do you
think this process works? Do we adopt any of the market offerings
without having to go through the CBBE process?....................................5
4. Why some brands are very well known but do not sell a lot?..............5
Week 3........................................................................................................6
1. Brand trust is vital to any brand. List and outline your reasons for
trusting a specific brand (list 3 reasons)..................................................6
2. What does it mean when the following is stated: "We believe less
about what a brand says and instead focus more on how a brand
behaves?"................................................................................................7
Week 4........................................................................................................7
1. What value do you see in brand metrics?............................................7
2. Is it about knowing your financial position or should we be focused on
brand performance?.................................................................................8
Week 9........................................................................................................8

1. Luxury Brands often rely on the history and heritage of the brand. Is
this a feasible marketing strategy for new and potential customers?
Explain your rationale..............................................................................8
2. "Luxury brands and their prestige factor are being diluted with the
constant brand extensions." Critique this statement. Give an example in
support of your argument........................................................................9
Week 10......................................................................................................9
1. What elements are important when it comes to designing a B2B
brand?......................................................................................................9
2. Do you think it is important to apply the CBBE model to B2B brands?
Explain and use the model to show your answer...................................10
Conclusion.................................................................................................12
References................................................................................................13

Introduction
The primary motive of the study is to elaborate on the learning journal
questions of five different weeks. Within the learning journal questions,
different matters have been discussed which are related to the brand
management and brand equity. These are all elaborated on the basis of
Customer-based Brand Equity (CBBE) model.
Week 2
1. Reflect on the key components of CBBE.
There are some of the key components of the Customer-Based Brand
Equity Model, which is also known as Keller's Brand Equity Model. The
elements of the Customer-Based Brand Equity Model are Resonance,
Brand Response, Brand Meaning and Brand Identity. In the first level of
the model, it is observed that Customers look at the brand and then they
distinguish this brand with the other one. In the next level, it can be noted
that the second stage is the brand meaning, which has been divided into
two categories like the performance of the brand and brand imagery. This
is the features, which attracts the consumers and increases the long term
relationship with them. The third stage is the Brand Response, where the
consumers give feedback for the brand and express their positive and
negative feelings on the brand. In the last stage, the Brand resonance is
existent, where the customers connect with the brand, socially and
psychologically. Very few companies in the world can reach the level of
Brand resonance (Rosenbaum-Elliott, Percy & Pervan, 2015).