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Marketing Concept Of Customer Based Brand Equity

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1. Introduction
The marketing concept is a relatively recent one (Blythe, 2008), and while there are several definitions of marketing, it is agreed that marketing involves the process of exchange between firms and customers, where both parties benefit (Adcock et al, 2001), and that the customer and his needs are placed in the centre of the organization’s activities (Blythe, 2008). Due to this, it is the goal of many organizations to establish a strong brand and significant equity based on their customers.
This essay aims to firstly outline and critically assess the concept of Customer-based Brand Equity in marketing, and secondly evaluate Cadbury’s success in applying this model, as well as highlighting areas where improvements are
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2.1. Brand Awareness
The first step, is establishing brand identity by creating awareness, or brand salience, amongst customers (Aaker, 2009; Keller, 2003). It is the strength of the presence of a brand in the minds of customers (Pappu et al., 2005), and is not only the customers’ ability to both recognize and recall a particular brand, but also involves associating the brand to certain memories (Keller, 2003).
At this stage, it is hence crucial to fulfil two aspects of brand awareness: the depth, and the breath. Depth refers to the ease of recognition and recall experienced by the customers, and can be achieved by making the brand noticeable and memorable. On the other hand, the breadth represents the range of situations and settings during purchase where the brand is considered. A salient brand possesses both, where customers both recognize the brand, and think of various situations where the brand can be used (Keller, 2003).
2.2. Brand Association
Customers usually develop associations and consider other factors such as the image or meaning of the brand during purchase (Keller, 2003), therefore it is important to create positive brand meaning via favourable brand associations, which is the second step of the model (Keller, 2003). Brand association is a widely accepted aspect of brand equity (Aaker, 2009) and includes all brand-related perceptions or attitudes that customers
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