Day: September 17, 2018

To complete the assignment, you need to be familiar with the customer based brand-equity (CBBE) model (Chapters 2 and 3, Keller 2013). The CBBE model looks at building a brand as a sequence of steps required for successfully achieving set objectives. The first step – brand salience – ensures the identification of the brand by customers, as well as step 2 – allows for identification of relevant brand associations of the brand with a specific product class and customer need.

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