MKT354: Use the components of the Customer-based Equity Model to explain how brand resonance is built through the campaign: Brand Management Assignment, SUSS, Singapore

Question 1

Use the components of the Customer-based Equity Model to explain how brand resonance is built through the campaign. The components of the CBBE model are:

• Salience
• Performance
•  Imagery
• judgment
• Feelings
• ResonanceQuestion 2

Discuss how food panda uses points-of-parity to establish a brand image for its food, groceries, and essential shopping. In your discussion, evaluate the POPs that food panda communicated and propose areas of improvement.

Question 3

Discuss how food panda uses points of difference to establish the brand image in this campaign. In your discussion, evaluate the PODs that food panda communicated on and propose areas of improvement.