Strategic Marketing

Brand Equity for All Musicians My topic will use Keller’s 2002 Model of Customer-Based-Brand Equity ('CBBE') to provide the blueprint for how musicians of all genres & budget levels can build CBBE whilst staying true to their artistic visions. The goal of this blueprint is to go from being unknown, to having a strong and active relationships with a fan-base. I hope that this provides clarity to artists struggling in all levels of the marketing process, from artists who simply want to build their brand’s awareness, to artists who are already well known but want to create a cult-like consumer-base. Additionally, I will integrate other theories introduced in the course, along with practical examples, to support my blueprint. Why Did I Choose This Topic? My motivation for picking this topic is personal. I am in the process of finalising my first release as an musician and wanted to create a cohesive plan for myself to follow. I thought that the exercise of considering a...

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...