Amazon's E-commerce Launch: CBBE Model Analysis in Bangladesh

This report analyzes Amazon's e-commerce strategy for its planned launch in Bangladesh, focusing on the application of the Customer-Based Brand Equity (CBBE) model. The report begins with an introduction to e-commerce and Amazon, highlighting the company's multinational operations and plans to expand into the Bangladeshi market. The main body of the report delves into the CBBE model, explaining its four stages: brand identity, brand meaning, brand response, and brand resonance. For each stage, the report describes how Amazon can apply the model to build a strong brand in the new market, considering factors such as customer awareness, brand performance, brand imagery, and customer loyalty. The report concludes by summarizing the importance of the CBBE model in helping companies make effective decisions when launching in new markets and emphasizes the need to consider brand salience, performance, imagery, and customer responses. The report uses the CBBE model as a framework to understand how Amazon can establish a successful e-commerce presence in Bangladesh.

Amazon E-commerce
in Bangladesh
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Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Applying the Customer Based Brand Equity model................................................................................3
CONCLUSION...........................................................................................................................................5
REFERENCES............................................................................................................................................6
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INTRODUCTION
E commerce is also known as electronic commerce which is related to the activities of
electronically buying and selling of products and services on online or over the internet. Now it
is essential for every company to adopt e commerce so that they can attract more and more
customers (Dey and et. al., 2020). Organization selected for this report is Amazon which is
American conglomerate technology company operating at multinational level. It is founded by
Jeff Bezos in year 1994 and their head office is located at United Sited. Now they are planning to
conduct business just in Bangladesh and no other country for which they conduct research with
CBBE model which is explained in report.
MAIN BODY
Applying the Customer Based Brand Equity model
Customer based brand equity model is also known as Keller Model which is introduced
by Kevin Lane Keller who is professor of Marketing. The CBBE model is based on the pyramid
that explains ways to an organization in order to build strong brand equity by focusing or
considering understanding of customers (Sadman and et. al., 2020). Moreover it will also help in
designing effective as well as appropriate strategies based on the customer’s need, requirement
and expectation. Through customer based brand equity model an organization able to develop as
well as maintain strong connection among the brand as well as its potential customers which lead
to positive brand equity. In respect of Amazon they are launching its e commerce at the
Bangladesh for that they are conduct analysis through CBBE model as that will help them in
building as well as managing a strong brand in the new market. Below explanation of customers
based brand equity model is given in respect of Amazon:-
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Figure 1 CBBE Model
Source: What is customer-based brand equity?, 2020
 Brand Identity – It is determine as factor in which company need to determine who are
they which means how customer look or considered their brand as comparison to the
others. It help a company management in exploring the words as well as images that
buyer recognized when hear about their or specific name of brand. In respect of Amazon
before introducing their e commerce business at the Bangladesh they need to determine
their identity at the specific market (SURESH and SARAVANAN, 2020). For this they
need to build brand identity at the time when customers are unaware about the products
and services of company as well as for this they can adopt different campaigns and
targeted marketing practices.
 Brand Meaning – After aware customers about the brand company need to advertise
more about the products and services. The respective stage is split into two portion i.e.
brand performance at which Amazon show that their offerings are reliable, durable, price
effective, satisfy customer need and so on (What is customer-based brand equity?, 2020).
In addition to this another factor is brand imagery in respect of this respective company
show case their e commerce business different but effective so that they can attract more
and more customers.
 Brand Response – In this company need to determine feeling of customers towards the
specific brand or company. At respective stage customers generally compare the specific
company product to another to determine which is more effective as well as valuable. In
respect of Amazon they will also determine perspective of customers toward their e
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commerce business at the market of Bangladesh. Through this respective company able
to determine market demand and requirement in effective manner.
 Brand Resonance – It is the last stage of the CBBE (Customer based brand equity) model
in which company will determine whether their customers are loyal to them or not. In this
they mainly determine relationship of company along with their potential customers at
the specific marketplace (Tokar, Williams and Fugate, 2020). In respect of Amazon they
will determine perspective as well as loyalty level of customers towards their e commerce
business at the marketplace of Bangladesh. They will also determine relationship of
customers as well as company or its employees.
CONCLUSION
By analyzing above mentioned point it can be determine and summarized that in today’s
time every company is conducting its business operations and functions through e commerce
because through that they able to attract more customers. While launching business in new
nation a company needs to conduct analysis and for that they may adopt different models such as
CBBE (Customer based brand equity model) as that will help in developing effective decision.
Moreover they also need to determine brand salience, brand performance, brand imagery and
customer’s responses on company products and services as that help in decision making process.
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REFERENCES
Books and Journals
Dey, S. and et. al., 2020, February. A Comparative Study of Support Vector Machine and Naive
Bayes Classifier for Sentiment Analysis on Amazon Product Reviews. In 2020
International Conference on Contemporary Computing and Applications (IC3A) (pp.
217-220). IEEE.
Sadman, N. and et. al., 2020, February. Detect Review Manipulation by Leveraging Reviewer
Historical Stylometrics in Amazon, Yelp, Facebook and Google Reviews.
In Proceedings of the 2020 The 6th International Conference on E-Business and
Applications (pp. 42-47).
SURESH, D. and SARAVANAN, T., 2020. E-COMMERCE: A STUDY ON CHALLENGES
AND BENEFITS IN AN EMERGING ECONOMY IN INDIA. Studies in Indian Place
Names. 40(34), pp.245-251.
Tokar, T., Williams, B.D. and Fugate, B.S., 2020. I Heart Logistics—Just Don’t Ask Me to Pay
For It: Online Shopper Behavior in Response to a Delivery Carrier Upgrade and
Subsequent Shipping Charge Increase. Journal of Business Logistics.
Online
What is customer-based brand equity?. 2020. [Online]. Available through:<
https://www.qualtrics.com/experience-management/brand/customer-based-brand-
equity/>.
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