Strategic Marketing

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 ...