Marketing Report: Brand Experience, Equity, and Millward Brown

This marketing report analyzes the brand strategies of Singapore Airlines, DBS Bank, and Bread Talk, applying the brand experience model, customer-based brand equity model, and the Millward Brown model, respectively. The report begins with an executive summary and introduction to marketing and brand equity. It delves into Singapore Airlines' use of service differentiation and experiential innovation within the brand experience model, highlighting aspects such as inflight entertainment, customized meals, and lounge experiences. For DBS Bank, the report examines the customer-based brand equity model, focusing on brand identity, meaning, response, and relationship, emphasizing the bank's digital transformation and sustainable practices. Finally, the report explores Bread Talk through the Millward Brown model, outlining the stages of brand building from presence to bonding. The report concludes with recommendations for each company, aiming to enhance their marketing success.

Running head: MARKETING
Marketing
Name of the student
Name of the University
Author note

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Executive Summary
The primary purpose of this report is to elaborate on the brand experience model, customer
based brand equity model along with the Millward Brown model in relation to the three
companies of Singapore Airlines, DBS Bank and Bread Talk respectively. The report also
provides the recommendations that can help in the success of the companies of Singapore
Airlines, Bread Talk and DBS Bank

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Table of Contents
Introduction................................................................................................................................3
Brand Experience Model and Singapore Airlines......................................................................3
Customer based brand equity model and DBS Bank.................................................................5
Millward Brown Model and Bread Talk....................................................................................6
Recommendations......................................................................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................9

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Introduction
Marketing refers to study and the managing of the exchange relationships. It is
indicative of business process that helps in the creation of relationship with the customers of
a company. Marketing is a premier component pertaining to the business management of a
company. Marketing can be called an activity that helps in the creation and the exchange of
the offerings that helps in providing value to the customers, clients along with the society.
Brand equity refers to total of additional value that is added to a product or a service. Brand
equity management helps in evaluating the value of a company (Lovelock and Patterson
2015). The brand equity of a company can be managed with the help of business expansion,
brand awareness and managing the social media of the company. Singapore Airlines refers to
the flag carrier airline that has its hub within the Singapore Changi Airport. DBS Singapore is
responsible for providing various kinds of personal banking along with the financial planning
products that includes the deposits, investments along with the insurance. Bread Talk is the
name of a Singaporean multinational food along with the beverage corporation which has
headquarters within Singapore. This report throws light on the application of the brand
experience model to that of Singapore Airlines. The report also talks about the
implementation of Kevin Model on the company called DBS Bank. The report also discusses
about the application of the theory of Millward Brown Model on that of Bread Talk in
Singapore.
Brand Experience Model and Singapore Airlines
The brand experience model talks about the fact that the feelings along with the
behavioural responses of an individual forms a part of the brand design. This model lays
emphasis on the fact that the packaging along with the communications in relation to a brand
can play a role in drawing the customers. It talks about the fact that the product experience
takes place in the event of the consumers searching for the coveted products. The product
experience can be said to be direct in the event of having the physical stimuli that forms a
part of the brand designing. The brand experience model states about the fact that the service
experiences can take place in the event of the customers interacting with the physical
environment of a store (Brakus, Schmitt and Zarantonello 2009). The consumers undergo the
experiences in the event of consuming and using the products. The consumption experiences
proves to be multi-dimensional and it is inclusive of various kinds of hedonic dimensions that
includes the feelings and the fantasies. Attitudes refers to the general evaluations that are on

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the basis of the beliefs or the automatic affective reaction. The brand experiences that an
individual feels can pave the path for the formation of the emotional bonds. The customer
delight can be said to be affection component in relation to the satisfaction that is felt by an
individual.
Singapore Airlines has made use of service differentiation strategy that has helped the
company in surviving in the market. Singapore Airlines abides by the brand attributes that
has helped the company in winning the confidence of the customers. They have pioneered in-
flight experiential along with the entertainment innovation that has helped in building the
brand experience for the customers of the company (Singaporeair.com 2019). The airlines
has introduced meals along with the beverages that has helped the company in winning the
favour of the customers. The company provides the services of the free head phones along
with the hot towels that has helped the company in creating the brand experience for the
users. The brand experience is created with the help of programs like the Book the Cook that
helps the passengers in choosing the favourite gourmet main course. The airlines makes
arrangement for tantalising dishes that helps in catering to the needs of the customers in the
present age that helps the company in abiding by the customer experience model. The
company lays emphasis on the aspect of the innovation that helps in providing the combined
experiences to the customer. It helps in bringing profits for the airlines that helps the
company in achieving the success.
The company is instrumental in delivering best-in-class experience that serves the
demands of the modern day consumers. The menu of Singapore Airlines consists of authentic
dishes that can provide satisfaction to customers. The menu of the Singapore Airlines are
created in a unique manner that helps in the reflection of the culinary influences of regions.
Singapore Airlines takes recourse to the certified Air Sommeliers having the detailed
knowledge in relation to the wine appreciation that has helped it in becoming popular among
the passengers that helps in making the consumption experience multi-dimensional.
Singapore Airlines has new Silver Kris Lounges that helps in providing the passengers with
the comfort. The lounges of the Airlines have spacious living rooms along with the private
corners that provides relaxation to the passengers of the airlines. iT helps in providing
superior experience to the consumers (Baker 2016 ).The company has the productivity pods
that proves to be helpful for the passengers. The company replaces the older aircrafts with
that of the fuel efficient models that has helped the company in working along the lines of the
brand experience model. The company has been the first to take into account the delivery of

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the new kinds of aircraft like the Boeing 747 jumbo jets along with the Boeing 777. The sub-
branding of the aircrafts like that of 747- Megatop has helped in distinguishing the Singapore
Airlines from the competitors.
Customer based brand equity model and DBS Bank
The customer based brand equity (CBBE) model of Keller talks about the fact that the
building of the strong brand can help in providing financial rewards to a business. The CBBE
model can help in assisting the management in building the efforts for a brand. This model
talks about the fact that a strong brand has four aspects: brand identity, brand meaning, brand
response and brand relationship with the consumers (Keller 2001). It helps the consumers in
expressing high degree of the loyalty to brand and the customers become eager to share the
experiences with the customer. The CBBE model states that the firms that are successful in
achieving the brand resonance can help in providing benefits for the customer. This model
helps in providing the yardstick that helps the brands in assessing the progress pertaining to
the brand-building efforts. The model talks about the fact that brand salience can help in
building the brand equity for a company. The brand meaning can be established with the help
of the brand image that creates a positive effect on the minds of the customers (Blythe and
Martin 2019). It can be stated that product is in the centre of the brand equity as the
customers come into contact with the product in the beginning. The designing along with the
delivering of a product which satisfies the needs of the consumers acts as a prerequisite in
relation to the successful marketing of a product or a service.
DBS Bank acts as the frontrunner in relation to the digital transformation that has
helped in building a string identity for the company. The company delivers seamless
experience for the customers that has been instrumental in creation of a string identity. The
company provides the wealth management expertise that has helped in maximising potential
of the money of the customers (Dbs.com.sg 2019). The company provides various kinds of
benefits like Equity Funds, Dent Funds, Hybrid Funds along with the insurance that has help
in building the loyalty of the customers towards the Bank. The company provides
opportunities pertaining to the large cap funds, multi cap funds along with the mid cap funds
that proves to be instrumental in building the aspect of the brand salience for the company.
The company lays emphasis on the aspect of building a sustainable future that has helped it
empowering the people. The brand meaning of the company is established as the company
behaves in a sustainable manner that helps in offering support to the people. The company
provides the next generation with the opportunities that helps them in developing the

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innovative solutions that helps in addressing the issues in relation to sustainability (Parsons,
Maclaran and Chatzidakis 2017). The company has got deep Asian insight that has helped the
company in distinguishing themselves from that of the global competitors. The company
intermediates trade along with the investment flow in between the main axes of the growth
that includes Southeast Asia, South Asia along with the Greater China. The brand response of
the company is created on account of the fact that the company provides various kinds of
loans like the home loans along with the loan against the property. This helps the people in
buying the house or making investment in that of the dream residence that proves to be
convenient for the people. It can help the people in getting loan assistance that helps in
matching the needs of the people (Chonko and Hunt 2018). DBS Bank provides the attractive
interest rate that can greatly serve the demands of the people of the present age. The company
has the empowered personnel that helps in ensuring the easy processing of the financial
transactions in relation to the bank.
Millward Brown Model and Bread Talk
The Millward Brown model helps in understanding the process of decision making of
the customers across the world. It acts as a reliable model that helps in the aspect of the
evaluation of value of a brand. The model sheds light on the fact that the brands that can
understand the expectations along with the needs of the customers can succeed in the
competitive environment of the present age. The meaningful brands can help in creating a
positive attitude among the customers of a company (Vasileva 2016). The model has stated
that the brands that are different can help in setting the trends for the customers of the present
age. The process of the building of brand involves several steps that can help a firm in
accomplishing the objective. The five steps in relation to the model are the bonding,
advantage, performance, relevance along with the presence of a brand. In the beginning the
customers know regarding the brand but they do ot have any kind of emotional attachment to
that of the brand. In second step, consumers ask themselves questions like whether the brand
would be able to fit their need that helps in understanding whether the brand promise has
proved to be relevant to customers (Hansen, McDonald and Mitchell 2017). Third step of
pyramid talks about the aspect of the performance that can help in understanding whether the
brand has been able to deliver on the basis of the potential. In the stage of Advantage of
Millward Brown Model the company outperforms average quality standard of that of the
other companies in the market. It shows the fact that brands have the emotional advantage
over that of the rival companies in the market. In the final stage of the bonding, the customers

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establish bond with the brand. The consumers who are present in level of the bonding become
the active advocates in relation to the brand.
Bread Talk has been successful in revolutionising bakery industry since the year
2000. The company makes use of unique concepts that has helped in the envisioning of the
new food culture across the bakery chain (Breadtalk.com.sg 2019). The company wants to
innovate that has helped them in imbuing creative differentiation in relation to the retail
concepts. The brand has emerged to become meaningful as it takes recourse to the in-house
Research and Development (R & D) team that has helped in providing satisfaction to the
customers. The R & D team of the company presents the seasonal collections that has helped
in catering to the discerning taste buds of the customer (Cacciolatti and Lee 2016). The
company combines Asian along with the Western influence that helps in creating the aspect
of bonding for the customers. The company has presence within the 16 countries in the global
arena that has helped in the delivering of competitive edge to the company. Bread Talk
provides various kinds of options that has helped in serving the needs of the people of the
present age. The products of the company are made with the hearty whole grains that has
helped the company in achieving the success. The products of the company have the
explosive flavour of the bacon along with the melted cheese that helps the company in being
relevant within the market (Cassia and Magno 2015). Bread Talk involves itself in continual
process of the creativity along with the innovation that has helped the bakery company in
being recognized across the world. The products of the company immerses the customers in
that of unique experience that helps the people in enjoying the natural goodness of the breads
(Morgan et al. 2019). The company incorporates the natural ingredients along with the baking
artistry that has helped in the arena of the innovative development of the products of the
company.
Recommendations
Recommendations for Singapore Airlines
 Singapore Airlines can be instrumental in providing the unique personal entertainment
system that can draw the confidence of the customers.
 The reputed company can differentiate themselves from the other companies with the
help of the in-flight perks that can help in the building of positive impression on the
customers.
Recommendations for DBS Bank

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 DBS Bank can work with various kinds of partners that can help in creating an avenue
that can provide encouragement to customers so that they would live the life in a
socially-conscious manner.
 The company can help in building a platform that provides help to the social
entrepreneurs in bringing their ideas to the life.
Recommendations for Bread Talk
 Bread Talk can take the advantage of the global network of the estate managers along
with the procurement supply chains that can help in providing the company with the
advantage.
 Bread Talk can enable the local staff in learning from the foreign colleagues that can
help in building a strong workforce for the company.
Conclusion
Brand experience model states that feelings in relation to an individual forms part of
that of brand design. Singapore Airlines has taken recourse to the service differentiation
strategy that has helped in survival of company. Singapore Airlines works by brand attributes
that can win confidence of customers. CBBE model talks about the fact that building of
strong brand can help in providing the financial reward to a company. CBBE model can help
management in consolidating efforts in relation to a brand. DBS Bank is front runner
pertaining to digital transformation that has helped in the creation of strong identity. The
company is instrumental in delivering the seamless experience for customers. Millward
Brown model has helped in understanding process pertaining to decision making of a
business. It refers to a reliable model that helps in evaluating the success of a company. Bread
Talk has become meaningful as it makes use of R & D that provides the consumers with the
satisfaction.

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