Development of Brand and Marketing Assignment 2022

Development of Brand and Marketing
Student Details
9/23/2019

Contents
Overview of the issues in the case...................................................................................................3
Analysis of Relevant Branding Theory...........................................................................................3
Overview of the Model................................................................................................................4
Model in Use................................................................................................................................5
Relevant Branding Theory Link with Practical Issues Described In the Case................................5
a) Identity of Brand...................................................................................................................6
b) Brand Meaning.....................................................................................................................6
c) Response of the Brand..........................................................................................................6
d) Resonance of the Brand........................................................................................................6
Appropriateness of Solutions to Case Discussion Questions..........................................................7
Answer One..................................................................................................................................7
Answer Two.................................................................................................................................8
Answer Three...............................................................................................................................8
Bibliography..................................................................................................................................10

Overview of the issues in the case
Brand community is such community, which primarily conduct activities related to brand
consumption and utilization in a well-defined social culture of community. Brand communities
are establishing their operations in virtual world as well and conducting its various activities
from various digital Medias (Gabrielli & Baghi, 2016). In the considered case of “my Nutella
the Community”, the issue of increased influence of virtual brand community has been shown
over the influence of original brand in the marketplace on the customers.
The case identified the issue of power shift from brand to virtual brand community of the
Nutella. In order to deal with the power, shift the brand of Nutella can adopt some strategies,
which are talked in the case study. The case also discussed the issue of virtual brand
communities of convenience products rather than on luxury or niche market. In this report, the
issues discussed in the considered case study of Nutella are identified and analyzed (Cova &
Pace, 2006). Relevant brand theories are also analyzed as well as linked with the identified
issues in the case. The report also answered case related question in effective and efficient
manner.
Analysis of Relevant Branding Theory
Brand is said to be the picture of the consumer. Furthermore, the distinctive features were
constantly created to distinguish real products from the rivals. Thus, a product is a product as
well as service that adds features that distinguish it from various products or services intended to
meet the same needs in some manner (Chong, Bian, & Zhang, 2016). Factors which affect
the brand image as well as brand perception among various marketing communication plans that
implemented for the public to bring brand perception, brand plans, brand image as well as brand
equity (Gillespie, 2015). Many variables affect a specific product as well as brand's strength. If
people know these variables, they can believe about how to efficiently launch a fresh product,
how to transform a brand that is struggling into a profitable one. The model's title is Brand
Equity Model from Keller. The model is defined in the mentioned paragraphs with the different
components:

Overview of the Model
Keller's Brand Equity Model is popularly known as the Customer-Based Brand Equity
(CBBE) Model. It was developed and published by Kevin Lane Keller,
marketing management professor at Dartmouth College's School of Business, in his widely
popular textbook "Strategic Brand Management." When individuals have strong brand equity,
they will buy more from the customers (Kuhn, Alpert, & Pope, 2008). They will suggest the
brand to others as well. The idea behind the Brand Equity Model (BEM) is easy: people need to
form how clients believe and feel regarding their products in order to create a powerful brand.
The Keller's Brand Equity Model includes the four measures to be followed in order to create
powerful brand equity such as:
Source: The Keller’s Model of Branding (Kuhn, Alpert, & Pope, 2008)
a) Identity of the Brand: The company's first objective is to generate "brand salience," or
consciousness. In different words, the owners must ensure that the brand is outstanding
and that clients acknowledge it and are conscious of it.
b) Meaning of the Brand: This step defines and delivers the meaning of the brand related
to the needs of an individual as well as what it stands for. Performance as well as imagery
are the two construction blocks in this phase. Performance
demonstrate how appropriately the product meets the demands of the clients of the
company. It relates to how well the product brand cater the social as well
as psychological demands of business clients.
c) Responses for the Brand: Clients additionally react to the brand image as per how it
affects them. Brand image can bring out sentiments straight forwardly, yet they