本篇代写论文-品牌与CBBE讲了凯文·莱恩·凯勒(Kevin Lane Keller)提出的以顾客为中心的品牌资产(CBBE)模式，专注于建立一个非常强大的品牌，同时塑造顾客对产品的思维过程和感受。必须在整个品牌中建立正确的体验，使顾客对品牌有具体的正面认知、观点、信念、感受和想法。当品牌具有较强的权益性时，消费者会购买更多的商品，同时推荐给其他人。本报告的重点是下面模型中突出显示的图像元素。本篇代写论文文章由新西兰第一论文 Assignment First辅导网整理，供大家参考阅读。
Brand and the CBBE: “Imagery”
The Customer-Based Brand Equity (CBBE) Model, introduced by Kevin Lane Keller, focuses on building an extremely strong brand, while shaping the thought process and feeling of customers towards the product. There must be establishment of right experiences across the brand so that there are specific positive perceptions, opinions, beliefs, feelings and thoughts of customers regarding the same. When there is strong equity of brand, the customers will be making more purchases, while recommendation will be provided to other people. The focus of this report is on the element of imagery as highlighted in the model below.
As per the model, establishment of a strong brand has to go through four different steps. First, there must be establishment of proper identity of brand that means the establishment of depth and breadth of brand awareness. Second, there must be creation of appropriate meaning of brand by unique, favourable and strong association of brand. Third, there must be elicitation of accessible and positive responses. Fourth, relationships of the brand with the customers has to be forged by the categorization of active and intense loyalty. In turn, the achievement of these four steps deals with the establishment of six blocks of brand establishment that are (from bottom to top) brand resonance, brand feeling, brand judgments, brand imagery, brand performance and brand salience. The key focus of this particular report is on the establishment of brand imagery for the brand of LV as selected for this purpose.
For the effective operation of online division, there is a significant requirement of staffing for having a direct focus on the experience of online shopping. The team of design and marketing will be a major requirement of creation of world class experience for each and every customer of the brand. The company must not ignore the fact that there is an effective boosting of brand appeal among the key customers should be enabled who show willingness in the differentiation of sustainable products for perceiving their personal preferences and tastes. The performance of brand should be providing an appropriate demonstration about its durability and reliability, as a result, the customers will be having well recognition of its stylish and well- designed products.
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