Over the years

Over the years, different sources of brand equity and how to achieve them have been proposed. Aaker (1996), for example, proposes brand awareness, associations, other proprietary assets, perceived quality and loyalty. The most comprehensive brand equity model available in the literature is Keller’s (1993, 2001, 2003). Keller claims the customer-based brand equity (CBBE) model can be applied in most cases if your target is achieving brand resonance. Brand resonance pyramid or the CBBE model is comprised of few elements, that will be applied throughout this paper. This model is entirely customer centric, as the name suggest, and this model basically figures out ways that will take the customer to attain certain resonance.

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I'm Barry!

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