Strategic Marketing

This video, titled ‘How the TB-303 Changed Music', resonates and engages with me in a way that epitomises how the Roland TB-303 acid synthesizer has reached the pinnacle of Keller’s model for building CBBE. It demonstrates how the product has, after initial failure, become so successful due to intense and active experimentation between musicians and the product, which ended up creating an entire sub-genre of electronic music. This video shows that the TB-303 (1) highlights the importance of a compelling product story, (2) demonstrates how history and heritage shape brand meaning, and (3) how brand judgements positively contribute to brand responses, all of which culminate in an attitudinal attachment and active engagement with the brand, along with the sense of community which is shared between users of this product. 1. How is the importance of brand story reflected in the video? At 0:46 seconds, Dave Smith explains how when the TB-303 was released it was extremely...

Covid-19 will impart numerous new secondary brand associations on the cruise industry. Entities traditionally considered to have weaker brand associations with the cruise industry; such as the medical profession, Government, and country of origin, have now been moved to the forefront of such brand associations. The creation of new secondary brand associations, coupled with the exacerbation of existing secondary brand associations, present an opportunity for cruise brands to  build CBBE through the established methods of (1) third-party sources, (2) entertainment events, and (3) ingredient branding. While secondary brand associations have been described as a brand associating or linking with another brand in order to benefit stakeholders (Hughes 2020), such associations have also been defined as associations to another object (or entity) linked to the focal brand (Bergkvitz & Taylor 2016, Keller 1993, 2003). For this reason, Hughes’ description of secondary brand associations ...

I believe that the CAA Integrated Brand Equity model by Wang et al (2008) is the best modern support for Keller’s CBBE model, and best focuses on the future of this theory. I will compare Keller’s CBBE pyramid to five different customer-based brand equity models, particularly, I will discuss how Aaker and supporting journals differ from Keller’s model, and will explain how these differences might manifest in marketing practice. Aaker (1992) Aaker’s model conceptualizes brand equity as consisting of five different dimensions used to create value. These dimensions are: (1) brand loyalty, (2) brand name awareness, (3) perceived brand quality, (4) brand associations, and (5) brand assets. I think that while Keller’s model focuses largely on emotion, Aaker believes CBBE is built primarily through recognition. Therefore, Aaker believes that the most successful brands are one that drive recognition (e.g. Disney) while Keller believes that the most successful brands are ones that drive ...

Jamala Wildlife Lodge and Pitch Music & Arts Festival demonstrate how adding experiences to the co-creation of value is an effective way to create and build brand equity (‘CBBE’). It can help with the creation of brand equity by (1) creating uniqueness and personality essential to building brand meaning, (2) creating an emotional experience that fosters positive brand responses, and (3) encouraging intense and active relationships through the co-creation of value. These three reasons will be discussed and applied to two different Australian brands which use experiences as a main strategy to build CBBE; Pitch Music & Arts Festival, and Jamala Wildlife Lodge. Personality and Values I believe that using experiences as an addition to the co-creation of value allows brands to share their personality and values with the consumer, as they are an effective method of demonstrating sincerity, excitement, competence, sophistication, and ruggedness (the five dimensions of brand pers...

Spotify can build brand equity as effectively as Zara, and similar brands, despite the fact that its basic offering is free and intangible in comparison. It does so because, in comparison to Zara (1) it still has the ability to develop strong brand salience, (2) it can demonstrate brand meaning through performance and imagery, and (3) is extremely effective at developing brand resonance through community engagement. Can Spotify Build Brand Identity as Effectively as Zara? Spotify is in a position to develop brand salience (brand awareness) because it can clearly describe what service category the brand competes in, and can ensure customers know which of their needs the brand is designed to satisfy (Keller, 2001). When compared to Zara, although both operate in different industries and provide for different needs, both are in a position to influence the likelihood they will form part of a customer’s usage consideration set, which is an important function of brand salience. Spot...

Zambrero, a brand which has lost significant brand equity over the past four years and is currently struggling with the ramifications of Covid-19, has the opportunity to rebuild brand equity by focusing on brand performance as a component of the CBBE pyramid (Keller, 2001). The Covid-19 crisis presents an opportunity for this brand to build brand equity by focusing on (1) secondary features, (2) product reliability, and (3) service effectiveness, efficiency and empathy. This blog will detail the ways in which this brand can accomplish these goals. We Keep It Clean! (Hygiene as a Secondary Feature) For me, one of the most important considerations I take into account when ordering take-away food during Covid-19 is the hygienic standards of the product producer. I believe that Zambrero can enhance the perceived quality of their food by developing superior hygiene standards in both the preparation and delivery phase, and marketing these standards through food-delivery applications, and ...