The paper "Analysis of the Body Shop Brand in Relation to the CBBE Model" is a good example of a marketing case study. The power that brands hold is very crucial in the current age businesses and is primary linked to the notion of relationship marketing. It is not surprising how the role that brands play is increasingly being important, especially in marketing. A brand can be simply defined as a vendor’ s promise to convey a specific set of services, features and benefits to the consumer. Often, a brand will include a clear logo, color schemes, symbols, fonts and sounds that are developed with the aim of representing the implicit ideas, values as well as personalities.
It assists an organization to clearly communicate necessary images on the quality, uniqueness and features of its products offerings that sets it apart from other organizations. Building a strong and unique brand that communicates the best among many is not an easy task. There are various parameters that customers assess in judging a certain brand that should be taken into. The importance of branding to an organization or any other seller of a product cannot be downplayed.
It is a manner of promoting recognition since people are busy and always seem to observe familiarity. Consumers are most likely to select a product or service whose brand they clearly recall, had previously used and remembered being satisfied with all it entailed. In addition, consumers get to cling to the identity that a brand offers, which translates to loyalty. The customer-based brand equity (CBBE) model is a brand-building model that was developed to map out brand equity, defining what it is, how it is supposed to be built, measured as well as how it should be managed.
It is comprehensive, knowledgeable and actionable. It is based on the fact that a brand’ s power resides in the product’ s customers. Thus building a strong brand entails ensuring that consumers link the desired attitudes and perceptions to the products and services being offered.
Helin, S., 2014. Brand image and identity. Degree Thesis. Arcada University of Applied Sciences.
Kalakumari, T. & Sekar, M., 2012. A Conceptual Study of Buiding a Strong Brand With CBBE Model. International Journal of Multidisciplinary Research, 2(1), pp.187-93.
Keller, K.L., 2001. Building Customer-Based Brand Equity. MM Journal, pp.15-19.
Keller, K.L., 2001. Building Customer-Based Brand Equity: A Blueprint for Creating Stronger Brands. Cambridge: Marketing Science Institute.
Kuhn, & Alpert, F., 2004. Applying Keller’s Brand Equity Model in a B2B Context:Limitations and an Emperical Test. Wellington: Griffith University.
McKinsey Marketing and Sales Practice, 2013. Business branding: Bringing strategy to life.
Staisch, I., 2007. A Brand Audit on the L’Oréal Brand. Research Report.
Taylor, S.A., Hunter , G. & Lindberg, , 2007. Understanding (customer-based) brand equity in financial services. Journal of Services Marketing, 21(4), pp.241-52.
The Body Shop International , 2011. The Body Shop: Striving to be a Force for Good. Values Report.
The Body Shop International , 2012. About Us: Our History. [Online] Available at: http://www.thebodyshop.com/content/services/aboutus_history.aspx [Accessed 23 May 2015].