Brand Management Report: CBBE Analysis of Australia Post Services

This report presents a comprehensive CBBE (Customer-Based Brand Equity) analysis of Australia Post's parcel delivery services. It examines the brand's identity, focusing on its government-owned status and technological investments. The analysis delves into brand meaning, evaluating performance through accessible, reliable, and affordable services, reaching millions of addresses. Imagery is assessed through online customer service channels and social media presence. Brand response is evaluated, noting customer judgements regarding tracking, communication, and customer care, as well as feelings associated with the brand's social values. Finally, brand resonance is explored, highlighting customer engagement, employment engagement scores, and the company's expansion through e-commerce, supporting entrepreneurs and connecting them to new markets. The report uses the CBBE framework to assess the overall brand equity of Australia Post, providing a detailed view of its strengths and weaknesses.

Running head: BRAND MANAGEMENT
BRAND MANAGEMENT
Name of the Student
Name of the University
Author Note

1BRAND MANAGEMENT
3.2.1 Brand Identity
Post(Australian) is the government owned corporation which is known to provide postal
services in Australia. The head office is located at 111 Bourke Street, Melbourne. The postal
service corporation continues to broaden its services and products by investing in technology
based infrastructure programs. This allows the company to serve the customers by providing
seamless and within the day delivery(Rix, Harrison Harvey and Austin 2017).
3.2.2 Brand Meaning
1. Performance
Australian Post is committed to provide the customers with an accessible, reliable letter
services and affordable services to the Australians wherever they reside. The corporation is
known to reach more than 10 million Australian addresses which operates more than 6900 postal
outlets (Chen, Ling and Renzaho 2017). The outlets serve more than million customers of
Australia on every business day. Products and services includes three core markets which are
letters and associated services, agency services and retail merchandise and the parcels which
includes logistics and cargo goods which spans both for international and national market. The
postal services of the letters and the parcels are the original services which are provided by the
Australia Post.
2. Imagery
The customer service of the corporation is maintained by online forms which are quick,
private and secure way to get in touch with the customers. They will help the customers by
creating an account or any issue with log in address. If the customers are facing any problem

2BRAND MANAGEMENT
they can also send the feedback through the mail id. The cooperation also has messaging option
in social media like Facebook, Twitter and Instagram (Bates, van Bockxmeer and Hooper 2015).
3.2.3 Brand Response
1. Judgements
However according to the authors (Bates, van Bockxmeer and Hooper (2015) the
customers does not see the brand as a good as a perfect postal service providing company. It has
been seen in the public review that the tracking is almost non existent, communication is
nonexistent and the service provided is rubbish. The customers are also unable to reach to the
customer care service by sending emails (Bell, Burnett and Watts 2015).
2. Feelings
However the corporation has high social values where it respects the freedom and dignity
of the individuals and commitment to the rule of laws. It also embraces the mutual respect, fair
play and compassion for the people who need to send any post to their close ones.
3.2.4 Brand Resonance
The company always shares a positive attitude towards the items received from the local
post offices which are maintained by the company. The employment engagement score of the
company as reported by (Rix, Harrison Harvey and Austin 2017) is more than 60% whereas the
company engages 100% of the customers present inside the country and is also expanding its
community in various areas of the world (Daunton 2015). Post (Australia) is connecting their
business to new customers all around the world through the power of their service that is the

3BRAND MANAGEMENT
eCommerce. The company is also helping new entrepreneurs to start up business and establish
link to the new market and new locations all over the world and in all countries(Chen, Ling and
Renzaho 2017)..

4BRAND MANAGEMENT
References
Bell, D.A., Pang, J., Burrows, S., Bates, T.R., van Bockxmeer, F.M., Hooper, A.J., O'Leary, P.,
Burnett, J.R. and Watts, G.F., 2015. Effectiveness of genetic cascade screening for familial
hypercholesterolaemia using a centrally co-ordinated clinical service: an Australian experience.
Atherosclerosis, 239(1), pp.93-100.
Chen, W., Hall, B.J., Ling, L. and Renzaho, A.M., 2017. Pre-migration and post-migration
factors associated with mental health in humanitarian migrants in Australia and the moderation
effect of post-migration stressors: findings from the first wave data of the BNLA cohort study.
The Lancet Psychiatry, 4(3), pp.218-229.
Daunton, M.J., 2015. Royal mail: The post office since 1840. Bloomsbury Publishing.
Rix, M.G., Cooper, S.J., Meusemann, K., Klopfstein, S., Harrison, S.E., Harvey, M.S. and
Austin, A.D., 2017. Post-Eocene climate change across continental Australia and the
diversification of Australasian spiny trapdoor spiders (Idiopidae: Arbanitinae). Molecular
Phylogenetics and Evolution, 109, pp.302-320.