What is Customer-Based Brand Equity and How to Build CBBE Model
Two questions often arise in brand marketing: What makes a brand strong? and how do you build a strong brand? To help answer both, we introduce the concept of customer-based brand equity (CBBE). Although a number of useful perspectives concerning brand equity have been put forth, the CBBE concept provides a unique point of view […]
Understanding the 3Cs of Branding
The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease. In addition to being able to boast these enviable benefits, strong brands have something else in common. They all […]
Case Study | Launching Kellogg’s Cornflakes in India
“Mothers know what they want and when; we can’t push our offering to them without giving them a reason they value,” the Head of Marketing at Kellogg’s India clarified. The Kellogg’s cornflakes marketing team was struggling to find an appropriate positioning platform for the brand to increase sales and ensure brand growth. The brand was […]
Case Study | Launching And Establishing Oreo in India
Introduction For most of its 100-year plus existence, Oreo was consistently America’s best loved cookie, but today it is a well-established global brand. Mondelez International moved it into emerging markets quickly learning the rules of success in these hitherto unfamiliar markets, changing and refining the brands strategy and ultimately triumphed in winning over consumers. This […]
Marketing Strategies and Marketing Mix of Goyard
In the realm of luxury fashion, where trends come and go, there are a select few brands that transcend time, creating an enduring legacy steeped in craftsmanship, exclusivity, and understated elegance. Goyard, the legendary French trunk and leather goods maison, stands proudly as one of these iconic brands. With a history spanning over 165 years, […]
Marketing Strategies and Marketing Mix of Furla
In the realm of luxury fashion, certain brands possess the exceptional ability to transcend fleeting trends and create an enduring legacy. Furla, an Italian fashion house renowned for its impeccable craftsmanship and timeless designs, stands proudly as one such brand. With a rich heritage spanning over nine decades, Furla has cultivated a reputation for producing […]