Building Customer-Based Brand Equity: A Marketing Report

This report provides an analysis of brand equity, focusing on key concepts like brand resonance and customer-based brand equity. It explores the building blocks of brand equity, including brand salience, performance, imagery, judgments, feelings, and resonance. The report also examines the process of developing brand strategies, and brand management including promotional activities. The report includes references to relevant literature. This assignment is a comprehensive guide to understanding and applying brand equity principles, offering valuable insights for marketing students and professionals. This report is a valuable resource for anyone studying marketing and brand management.

Introduction
- Brand resonance model: analyse your brand based on the
six building blocks of the brand resonance model
- Building customer based brand equity: A blueprint for
creating strong brand
- Brand elements: analyse your brand based on the brand
elements

Brand Resonance Model
 Brand salience
 Brand performance
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Brand Resonance Model
- Brand imagery
- Brand judgments
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Introduction
 Brand feelings
 Brand resonance
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Blueprint for strong brand
 Create brand awareness
 Organize promotional events in the name of the product
 Make use of the social-network platform for undertaking
promotional activity.

Analyze your brand based on the
brand elements
Brand analysis it is the process of developing brand
strategies, plans, evaluations, metrics and estimates.
The term implies a systematic and disciplined approach to
analysis. The following are common examples of brand
analysis.

References
Fournier, S., Breazeale, M. And avery, J. Eds., 2015. Strong brands,
strong relationships. Routledge.
Heding, t., Knudtzen, C.F. And bjerre, M., 2015. Brand management:
research, theory and practice. Routledge.
Hirvonen, s. And laukkanen, T., 2014. Brand orientation in small
firms: an empirical test of the impact on brand performance. Journal
of strategic marketing, 22(1), pp.41-58.
Kelly, l.D., Jugenheimer, D.W. And sheehan, K.B., 2015. Advertising
media planning: a brand management approach. Routledge.

References
Rossolatos, g., 2014. Brand equity planning with structuralist
rhetorical semiotics. Kassel university press gmbh.
Tsimonis, g. And dimitriadis, S., 2014. Brand strategies in social
media. Marketing intelligence & planning, 32(3), pp.328-344.
Veloutsou, c., 2015. Brand evaluation, satisfaction and trust as
predictors of brand loyalty: the mediator-moderator effect of brand
relationships. Journal of consumer marketing, 32(6), pp.405-421.
Young, a., 2014. Brand media strategy: integrated communications
planning in the digital era. Springer.