During my Applied Brand Management Class, I was given an assignment to conjure up a brand with a partner. This brand had to be developed using the Customer-Based Brand Equity (CBBE) model by Kevin Lane Keller on top of the regular 4Ps of Marketing.
The first part of the assignment, we had to define our brand based on the 4Ps and compare it with our perceived competitors. The competitors that were identified were analysed using the CBBE model.
The second part of the assignment, we had to establish key brand aspects such as:
- Brand positioning
- Brand mission
- Brand values
- Brand personality
- Brand elements
Apart from that, an integrated marketing communication strategy had to be created to reach our defined target audience. All of this was elaborated in our video submission below;