Step 1 discusses the importance of identifying the brand and ensuring a positive identification of the brand is communicated, as well as its association with a specific product or class.
Step 2 provides information pertinent to the characteristics of the brand, once an identity is set. This is usually performed by using characteristics of the product class to which the brand belongs. Two concepts are developed at this stage, brand imagery and a brand’s performance, that provide sufficient guidance to the customer to create associations with the brand.
Step 3 deals with the identification and elicitation of the consumer’s responses to the identity and its meaning understood from the brand’s message, through imagery and its performance.
The last step in CBBE commences at the point where the entire effort is developed into an active intense relationship between the customer and the company, with a high amount of loyalty between customers and the brand.
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