Customer brand equity
. a) Outline and critically assess the concept of ‘customer brand equity’ in marketing.?You should draw on the articles cited below and supplement this with your own literature review. (60 marks)
. b) Utilising Keller’s ‘Customer Brand Equity model’, select a brand and critically evaluate its success at achieving customer brand equity – highlighting where you think improvements are needed.?(40 Marks) ?Provide evidence to support your argument by drawing on relevant academic, trade or popular press, or company materials including company website. (Please note you are not under any circumstances to contact the company directly for information.)
Keller, K. (2001) “Building brand customer-based brand equity: a blueprint for creating strong brands”, Marketing Science Institute Report No. 01-107, available via http://mktg.uni-svishtov.bg/ivm/resources/CustomerBasedbrandEquityModel.pdf
Keller, K. and Lehmann, D. (2006) “Brands and branding: research findings and future priorities”, Marketing Science, 25:6, November-December, 740-759
Osborne P and Ballantyne D (2012). “The paradigmatic pitfalls of customer centric marketing”, Marketing Thoery 12: 155-172
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