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

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