Strategic Brand Management: CBBE Framework, Loyalty Programs, and Digital Marketing Techniques

This article discusses the CBBE framework by Keller and its effectiveness, brand building activities, and loyalty programs by firms like Tesco and Westfield Parramatta. It also analyzes the effectiveness of digital marketing techniques and brand communities, and provides recommendations for strategic brand management.

STRATEGIC BRAND
MANAGEMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Reviewing the CBBE framework by Keller:...............................................................................3
Evaluating effectiveness:.............................................................................................................4
Identifying brands building activities and loyalty programmes by the firm:..............................4
Digital marketing activities by both the firms:............................................................................5
Identifying the digital marketing techniques of both the brands:................................................5
Analysing the effectiveness of brand building activities and providing recommendations:.......6
Addressing the three requirements of potential and existing brand communities for the chosen
firms:............................................................................................................................................6
The benefits of each requirement:...............................................................................................7
The aspects of CBBE pyramid followed by brand communities:...............................................8
The values these brand communities create for consumers:.......................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The following work portfolio is divided into two research tasks about a field trip to a local
shopping centre. The first task is will be about the CBBE framework by Keller and the
effectiveness derived from it. Along with this, it will also be mentioned that how the chosen
firm Westfield Parramatta, makes efforts in increasing brand management and awareness
to promote salience and build reputation. The task will end with the depiction of various
marketing techniques used by them. The task two will comprise an analysis of potential
brands existing in order to share and grow together and focusing on the benefits of each
requirement mentioned in the task.
MAIN BODY
FIRST RESEARCH TASK:
Reviewing the CBBE framework by Keller:
The CBBE model by Keller is a pyramid shaped model which shows how to build a strong
foundation for businesses that can help in them in achieving success rates. It starts with
different levels form bottom to the top and provides sustainable relationship between
customer and businesses (Stocchi. and et.al., 2021).
1. Brand Identity:
The identity with which customers know and connect with the brand by distinguishing
them with others. This level should be very strong as this is the initiating point and
demands attracting elements to secure customer loyalty.
2. Brand meaning:
Once the awareness has been spread about the brand, now it is time to make customers
aware about the products that are being offered by the company. For this, brand
performance and imaginations of customers about the company makes a great
difference.
3. Brand responses:
In this level, the different opinions of the customers about a brand vary from each other
as to how they judge a brand out of their own experience with them. This is mainly done
on the basis of judgement made by them in order to evaluate the results.
4. Brand resonance:

The theory behind this level is based on the relationship that has been maintained by the
customers with the brand and the type of resonance that will have an impact on both the
customers and owners that will be of value.
Evaluating effectiveness:
The above mentioned framework will help in establishing a lifelong brand equity by
maintaining the brand reputation to build an effective relationship with the customers.
Moreover, it will also be helpful in analysing how to properly research about a reasonable
pricing policies that will attract more customers along with their loyalty rates (Tasci. 2020).
The CBBE model is of beneficial nature when it comes to sustainable business performance
in the global market that determines how to further enhance the business performance in
attaining the competitive advantage in the global market.
Identifying brands building activities and loyalty programmes by the firm:
Brand building activities and other loyalty programmes by the firm and promotional
techniques will always be beneficial for the firm as it will be regarded as a step ahead in
carrying out the overall business activities. For this writing, Tesco and Westfield
Parramatta, two of the retail sectors and their activities will be analysed.
Applying CBBE framework:
Tesco:
1. Brand awareness: Tesco has always proved out to be an effective brand in terms of
managing their brand identity in the global market. The firm distinguishes from all other
brands in order to influence the audience.
2. Brand meaning: The firm enjoys a positive brand imagination from the global era with
the help of its varied products and services that can assist the customers in imagining the
kind of services provided to them (Bruneau. Swaen. and Zidda. 2018).
3. Brand resonance: Tesco has transformed itself in the building relationship with its
customers and has become more customer centric. By this they have managed to get
enough loyalty from the customers.
Westfield Parramatta:
1. Brand awareness: The brand has managed to establish its effective marketing
techniques to build an identity of themselves in the market by adopting new creative
ideas.

2. Brand meaning: Westfield is able to manage the imagination it receives from its
customers by implementing those imaginations into reality.
3. Brand resonance: Loyalty from customers has always the point of consideration for the
firm and various plans have been implemented to achieve success rates.
Digital marketing activities by both the firms:
Tesco: Every firm is in need of effective marketing techniques that will enable them to reach
more people in less times (Herhausen. and et.al., 2020). Tesco is of the nature that critically
defines which plan will be the most suitable for them to achieve the desired rate of profit.
According on this basis, the firm initiates the e-marketing plan that covers almost every digital
marketing activity.
Westfield Parramatta: The firm has launched various online marketing stores that are being
developed more in order to create inspirational influence on the customers about the creative and
digital aspects of buying behaviour. The website of the firm has experienced a hike in recent
years with SEO tactics and marketing analysis.
Identifying the digital marketing techniques of both the brands:
TESCO: Tesco is a grand retailer of food items as well as of home appliances that are of great
value to its customers. Not only this, the firm even manages to operate according to the digital
era and opt for such marketing techniques. That is why it has long decided to be the lead of
market share by adopting for customer reviews and providing the customers with various social
media platforms to connect with.
Westfield Parramatta: In order to reach to more customers through digital activities, the firm
decided to go for various social media platforms that can enable them to spread awareness about
all the activities they undertake to attract them. Some are made with the intention of connecting
with the queries people might have about their services.
Analysing the effectiveness of brand building activities and providing recommendations:
Effective brand building activities of both the firm will help them in realising what all is
necessary to adapt to the changes that might appear to them. It is an effective marketing
analysis that can imply the importance of unique and reliable advertising campaigns that can
further enable them to achieve success in the competitive environment. This ideology is
directly concerned with how to motivate more customers into the panel of products and
services for satisfying their needs and wants (Zollo. and et.al., 2020).

Recommendations:
In order to operate in the global business environment as retailers, it is important to have
a strong brand management strategy that can help in achieving the overall business
objectives. Moreover, it is also of an important nature that if a firm is not authentic about its
strategies and only wants to achieve profitability, then it cannot operate successfully in the
market. This is mentioned in the CBBE framework above that there are four levels that have
to be completed for effective and strategic brand management.
SECOND RESEARCH TASK:
Addressing the three requirements of potential and existing brand communities for the chosen
firms:
The potential and existing brand communities have led to an effective method of bringing
together the audiences for different brands. In accordance with the three requirements that
are a reason to captivate the members to join, make their invested time worth it, and
easy to share the values obtained. Tesco and Westfield Parramatta relate to these three
requirements in the form of motivating customers to repeatedly connect with the firm for
better customer experience. Along with this, the firms can even start to customized their
activities to make the customers feel worth giving their time to something. Moreover, these
gained values and experiences can be shared within the brand community groups formed
both online and offline to gather everyone at a similar spot.
This is not an exaggerating task as everyone now optimises the social media activities
that will have an organizer and others will act as guests to an event. Nowadays, there are
many such communities formed that take up the responsibilities to gather a community that
will be built with the customers, admirers, or fans of someone or business brands and the
important part is that there is no requirement of identifying who are the customers. Hence,
with formation of such communities, it will be beneficial for the firms to connect with a
large community of people in order to diversify their services.
The benefits of each requirement:
There are many benefits of connecting with such social groups whose main focus is on
building brand reputation and expand the targeted segment. Each and every requirement is
of prominent nature through which many brands have gained a real number of audiences to
connect with.

1. Increases brand loyalty:
In accordance with the first requirement, increasing brand loyalty is a very concerned
factor because to build wide connections, there has to be some base for evaluation of such
groups on the basis of which the communities can be formed.
2. Encouraging new ideas and views:
Creating and addressing new faces and behaviours of different people and E commerce
platforms have always proved out to be of a significant advantage that can help in making
both formal and informal relations strong by connecting people of different nature
(Carlson. and et.al., 2019).
3. A purpose in hand:
All the community groups are formed with a purpose and as understood require time and
money invested in it. Therefore, the time invested by the customers should never go in
vain and these groups take care of this factor.
4. Markets products easily:
Marketing the products is based on the technique of sharing ideas and knowledge about
something that can evaluate the productivity of all. There are many areas where the ideas
can be marketed and the firms can enjoy participation of maximum audience.
The aspects of CBBE pyramid followed by brand communities:
The main motive of CBBE framework is to build effective relationship between customers
and brand owners. This is done on the basis of a four level pyramid that is brand identity,
brand meaning, brand response, and response (CBBE FRAMEWORK. 2022). The
concerned brand community groups focus on all the four levels of the pyramid as these are
based on behaviours, feelings, judgements of the consumers towards a brand. Also, these are
interrelated with each other as the flow comes from bottom to the top and if even a single
level is not met, the pyramid cannot be formed further. These are special community groups
with which all the pyramid levels can be effectively achieved with the view of reflecting a
brand-centred community that measures the activity of maintaining and forming relations
with people supporting similar brand groups. According to the pyramid levels, it is essential
for the community owners to depict the brand and positive image of the brand that can allow
them to achieve success.

The values these brand communities create for consumers:
All the influence impacted by these community groups are of a very prominent nature as
they tend to motivate people of different nature and behaviour. It is not only done by forcing
them to join the groups, but it is being done with the view of creating a notable brand
awareness and salience features. It is also noted that people are readily willing to pay a price
with their efficient resource of time because they are aware of how valuable these are for
both brand and its audiences. In relation to Tesco and Westfield Parramatta, it can be seen
that the firms have a notable audience rate along with the success aspects because they
understand the need of having brand power to compete against the competitors. This is how
these communities are formed for creating valuable responses for the customers to opt for.
CONCLUSION
In the portfolio of strategic brand management, it has now been concluded that it is an
essential topic for the firm to consider that can help them in the achievement of overall
organizational objectives. From the above writings about field trip and retail brand
management for Tesco and Westfield, it can be evaluated that there are many opportunities
for them to attain the desired rates of success in the global environment as these are
significant in the digital era to develop their marketing techniques.

REFERENCES
Books and Journals
Bruneau, V., Swaen, V. and Zidda, P., 2018. Are loyalty program members really engaged?
Measuring customer engagement with loyalty programs. Journal of Business
Research, 91, pp.144-158.
Carlson, J., and et.al., 2019. Enhancing brand relationship performance through customer
participation and value creation in social media brand communities. Journal of Retailing
and Consumer Services, 50, pp.333-341.
Herhausen, D., and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90, pp.276-290.
Stocchi, L., and et.al., 2021. Customer-based brand equity for branded apps: A simple research
framework. Journal of marketing communications, 27(5), pp.534-563.
Tasci, A. D., 2020. Exploring the analytics for linking consumer-based brand equity (CBBE) and
financial-based brand equity (FBBE) of destination or place brands. Place Branding and
Public Diplomacy, 16(1), pp.36-59.
Zollo, L., and et.al., 2020. Unpacking the relationship between social media marketing and brand
equity: The mediating role of consumers’ benefits and experience. Journal of Business
research, 117, pp.256-267.
Online
CBBE FRAMEWORK. 2022. [Online]. Available through:
https://www.qualtrics.com/experience-management/brand/customer-based-brand-
equity/