Assignment Task: Uses the CBBE pyramid to analyse the brand salience of the company Woolworths. Make sure that the Analysis is insightful, detailed as possible and covers the brand salience aspect of the CBBE pyramid. Use Harvard referencing for citations and provide a reference list.
Things to answer:
1. Woolworths Brand Salience:
Depth of brand awareness
- Brand recall and brand recognition
- Strength and clarity of category connection
- Through repeated exposure
- Linking the brand in memory to product/purchase/consumption
Cues
Breadth of brand awareness
- Range of purchase and usage situations in which the brand/brand elements comes to mind