Applying Customer Based Brand Equity Model to RedRock Consulting

This presentation details how the Customer Based Brand Equity (CBBE) model can be applied to the operations of RedRock Consulting LTD. It explains the different phases of the CBBE model - brand identity, brand meaning, brand response, and brand resonance - and provides recommendations for RedRock Consulting to effectively implement the model.

Strategic Marketing
RedRock Consulting

Table of Contents
• Introduction
• Customer Based Brand Equity Model
• Brand Identity
• Brand Meaning
• Brand Response
• Brand Resonance
• Conclusion
• References

INTRODUCTION
• This presentation details how the Customer Based Brand Equity (CBBE)
model can be applied to the operations of RedRock Consulting LTD.

Customer Based Brand Equity (CBBE)
MODEL
• The Customer Based Brand Equity model is a strategic business model which represents
ways in which public and consumers pay attention to the promotion and advertisement
operations conducted by business organisations.
• It is amongst the most successful methods by which a business can enforce its brand name in
the consumer markets.
• RedRock Consulting can implement CBBE model into their operations by:

Brand Identity:
• The objective of this preliminary phase is to create brand awareness or salience amongst the
business’s customers and the general public.
• As RedRock Consulting relies primarily on direct clients for its business operations, it is
incredibly important for it to create a positive brand identity in the market so that clients who
require their services opt them instead of their competitors.
• RedRock Consulting can create a good brand identity in the consumer markets by
performing Search Engine Optimisation (SEO), which would allow interested clients to
easily and effectively find the services of RedRock Consulting.

Brand Meaning:
• The objective of this phase in the CBBE model is
to inform the public and customers what RedRock
Consulting’s brand means and what is stands for.
• For this, RedRock Consulting are required to fulfil
the services and promises that they advertise to the
public through their operations and functions.
• RedRock Consulting needs to provide relevant
knowledge and demonstration about their services
in their promotional and advertisement efforts to
clients.

Brand Response:
• The objective of this phase of CBBE model is for the customers to have a
positive experience with the services provided by RedRock Consulting.
• Customers constantly judge the services provided based on the degree of
changes to services and the provided value in the end.
• RedRock Consulting is required to have a positive overall customer
experience in relation to the value their services provide through effective
performance and efficiency.

Brand Resonance:
• This is the hardest step for RedRock Consulting to achieve and its objectives are to
create a lasting productive bond with the customer that RedRock Consulting
services.
• RedRock Consulting needs to effectively service its clients within the prescribed
deadline and create a meaningful connection with them, that would allow them to
conduct future operations with the same clients increasing their client’s loyalty to
RedRock Consulting.
• This requires effective and cooperative communication from RedRock Consulting
in addition to increased performance and efficiency.

CONCLUSION
• Based on the findings of this
report, it can be concluded that if
RedRock follows the methods
detailed, it can effectively
implement CBBE model to their
operations and functions.

REFERENCES
• Books and Journals
• Tasci, A.D., 2018. Testing the cross-brand and cross-market validity of a
consumer-based brand equity (CBBE) model for destination brands. Tourism
management. 65. pp.143-159.
• Ande, R.A. and et.al., 2017. Brand resonance score for CBBE model: an
application in financial services. Benchmarking: An International Journal.