Brand Management Report: Analysis of Brand Management and CBBE Model

This report provides an in-depth analysis of brand management, focusing on the Customer-Based Brand Equity (CBBE) model. It explores the key components of the model, including brand identity, brand meaning, brand performance, brand imagery, brand responses, and brand relationships. The report examines how these elements contribute to building a strong brand, with examples like La Trobe University used to illustrate the concepts. It also highlights the importance of customer awareness, brand salience, and the various considerations that influence brand equity. The report discusses brand performance, imagery, and the impact of customer responses and relationships on overall brand success. The report references Keller's Brand Equity Model and its four steps of brand building, emphasizing the importance of achieving specific goals with both existing and potential customers. The report emphasizes the importance of brand identity, meaning, performance, imagery, and customer responses in building a strong brand and achieving brand resonance.

Running head: Brand Management 1
Brand management
Importance of brand management and its components

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Contents
Customer-Based Brand Equity (CBBE) Model...............................................................................3
Brand identity..................................................................................................................................3
Brand meaning.................................................................................................................................4
Brand performance.......................................................................................................................4
Brand imagery..............................................................................................................................5
Brand responses...............................................................................................................................5
Brand relationship............................................................................................................................6

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Customer Based Brand Equity (CBBE) Model
Strong brand position is the desire of every organization. There is numerous aspects
influence the potency of a particular brand or product. To recognize these aspects, it is required
for the company or organization to know about the procedure for launching the product. Keller's
Brand Equity Model is also known as the Customer-Based Brand Equity (CBBE) Model. The
expansion of CBBE was driven by majorly three aims. The concept of this model is to generate
the strongest brand in which company can get to know that how will customer feel and think
about product. Latrobe university campus brand is the well known university that would carry
the education to the northern suburbs of Melbourne (LaTrobe University, 2017).
Figure 1: CBBE Model
Source: (Chekalina, Fuchs and Lexhagen, 2014).
There are four steps of brand building that is considered as the brand building block. Brand
identity, brand meaning, brand responses and brand relationship are the major component of the
brand building as per the CBBE Model. Each step of this model is reliant upon the flourishing

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achievement of the earlier step. All steps of model include achieving definite purpose with
customers both existing and potential.
Brand identity
Obtaining the correct brand identity include creating brand salience. It refers to various
customer awareness of brand. Brand consciousness relates to the ability of the client to recall and
recognize a brand. Brand awareness is above than a fact that consumers know a name of brand.
Brand awareness can be separated into two terms such as intensity and width. Intensity of
awareness of brand shows the recognition and recalling of products by customer. width of the
brand awareness refers to the array of situation of consumption and purchase in which brand
takes place in the mind of customer. Latrobe University needs to maintain the brand identity in
the view of students. By providing efficient services to the students, it would be able for it to
make aware them about the brand identity and its features before choosing any other university.
width is an frequently abandoned reflection for brands. The major question many brand is, when
do they think of the brand rather than where do they think of the brand? To enhance the brand
salience in those settings can be attractive refers to drive consumption and amplify the volume of
sales (Huang and Cai, 2015). For instance, Latrobe university campus should provide the
efficient services regarding courses to the student so that they think about the university on prior
basis when they think about further studies.
Brand meaning
It is an important element of building brand equity which includes establishing a brand
image. Brand meaning can be divided into various terms such as performance related

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consideration, functional and imagery related consideration (Keller, 2016). Thus, brand meaning
can be defined into two key terms such as brand performance and brand imagery.
Brand presentation
The product is considered as the heart of brand equity because it has the prior effect of
what customer understanding with a brand and what the decision can say customers about the
brand in their conversation. It is important for the university to meet at least the customer
experience with the product. Brand presentation refers to the way in which the service or product
able to meet the purposeful need of customers. Customers are free to analyze the presentation of
product or service in a wide manner. Reliability defines the consistency of performance over
time. Durability explains the expected economic life of the project. Serviceability refers to the
compatibility of servicing the product. Thus, speed, accuracy and care all major factors which
impact the performance of the product.
Brand imagery
Brand imagery is liable to deal with the extrinsic properties which are able to meet the
social and psychological needs of customer. Brand imagery relate to more insubstantial factors of
the brand. It involves the kind of a person or organization who uses the brand and they
categorized as per psycho-graphic and demographic factors. The Purchase and uses situation
comes under the second set of association which defines the brand should be brought and used. It
would be challengeable position for the university to create strong, unit association but it is vital
to build CBBE (Çifci, Ekinci, Whyatt, Japutra, Molinillo, and Siala, 2016). University can define
itself to provide the efficient services of courses to the student which should be on reliable basis.

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Brand responses
Brand response defines the behaviour and attitude of the customer towards the activity of
the product and services. La Trobe University is the well known university that is why sue to its
best education and various courses are able to attract the student towards it. Brand judgment
includes personal opinion and evaluation of the customer regard to the brand. Customers are able
to make various kind of judgment regarding the brand. There are 4 types of brand judgment are
considered to create a strong brand, such as brand quality, brand consideration, brand credibility
and brand superiority. Although there are various kind of response from customer are likely,
eventually what matters is how positive these responses are. The responses of student of La
Trobe University can enhance the interest of others effectively. It is essential that they are
willingly from to mind while thinking about the brand. The judgment and feelings of brand can
effectively influence the behaviour of consumer only if customers thing affirmative response in
the encounters with the brand (Bianchi, Pike, and Lings, 2014).
Brand relationship
It is a last step of the CBBE model which focus upon the effective relationship and level
of recognition that the customer has with the brand. Brand resonance can be distinguished into 4
groups that is behavioral devotion, attitudinal attachment, send of community and active
engagement. Behavioral devotion defines the attitude of customer of repeating purchases and the
amount in the category of volume attributed to the brand. Attitudinal attachment defines the love
of customer for the product and services which is simply having an affirmative attitude to show
the brand as being something is special in a wider context. The clients of university if happy with
the services of La Trobe university, it will be helpful for increasing the demand of course of
education from student and due to effective education student can approach this university from

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all over the world. The brand might also obtain on wider significance to the client in terms of
logic of community (Darabi, Reeves and Sahadev, 2014). Actively engagement is there when
clients are ready to invest time and money into the brand.

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References
Bianchi, C., Pike, S. and Lings, I., 2014, “Investigating attitudes towards three South American
destinations in an emerging long haul market using a model of consumer-based brand equity
(CBBE)”, Tourism Management, 42, pp.215-223.
Chekalina, T., Fuchs, M. and Lexhagen, M., 2014, “A value co-creation perspective on
Customer-Based Brand Equity Model for Tourism Destinations: A Case from Sweden”, Finnish
Journal of Tourism Research (Matkailututkimus), 10(1), pp.8-24.
Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. and Siala, H., 2016, “A cross
validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands”,
Journal of Business Research, 69(9), pp.3740-3747.
Darabi, M., Reeves, P. and Sahadev, S., 2014, “The relationship between SMS/MMS marketing
and consumer based brand equity (CBBE)–A review and conceptualization”, Academy of
Marketing.
Huang, Z. J. and Cai, L. A., 2015, “Modeling consumer-based brand equity for multinational
hotel brands–When hosts become guests”, Tourism Management, 46, pp.431-443.
Keller, K.L., 2016, “Reflections on customer-based brand equity: perspectives, progress, and
priorities”, AMS review, 6(1-2), pp.1-16.
LaTrobe University, 2017, “LaTrobe University”, Retrieved on 8th October, 2017, from:
http://www.latrobe.edu.au/about/vision/introduction.

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Selase Asamoah, E., 2014, “Customer based brand equity (CBBE) and the competitive
performance of SMEs in Ghana”, Journal of Small Business and Enterprise Development, 21(1),
pp.117-131.