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International Journal of Multidisciplinary Research Vol.2 Issue 1, January 2012, ISSN 2231 5780

A CONCEPTUAL STUDY OF BUILDING A STRONG BRAND WITH CBBE MODEL

MRS.T.KALAKUMARI*; DR.M.SEKAR**

*Assistant Professor, Department of Commerce, Sri Krishna Arts and Science College, Coimbatore – 641008, Tamil Nadu, India. **Assistant Professor, Department of Commerce, CBM College, Coimbatore – 641042, Tamil Nadu, India.

ABSTRACT A brand is essentially a seller’s promise to deliver a specific set of features, benefits, and services consistently to the customers. It helps an organization to communicate desirable images about the quality, features and uniqueness product offerings. A strong brand should be able to communicate that it is better than the other brands on some parameters that customers evaluate, equally important and it must match with the customer’s personality. Building a strong brand is not an easy task, but there is a marketing model providing guidance for brand building, called the Customer Based Brand Equity model (CBBE model).This model incorporates recent theoretical advances and managerial practices in understanding and influencing consumer behaviour. This paper describes about the tracks of CBBE Model, which provides a unique point of view as to what brand equity is and how it will be built, measured and managed. KEYWORDS: Brand, Brand Awareness, Brand Extensions, Brand Imagery, Customer Based Brand Equity. ______________________________________________________________________________ 1. INTRODUCTION Brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, sound...