Deakin University MMK739 Strategic Brand Management Learning Journal

This assignment is a learning journal reflecting on key topics in strategic brand management, based on the Customer-Based Brand Equity (CBBE) model. It explores the key components of CBBE, its underlying paradigm, and real-world constraints. The journal analyzes brand trust, brand behavior versus messaging, and the value of brand metrics. It further examines luxury branding strategies, brand extensions, and B2B brand design elements, including the application of the CBBE model in a B2B context. The assignment incorporates reflections on specific questions from different weeks, providing insights into brand equity, marketing strategies, and the impact of the digital age on branding, with references to specific brands and their marketing approaches. The student reflects on the importance of heritage for luxury brands, the dilution of brand prestige through extensions, and essential elements for B2B brand design.