Marketing assignment help ON Brand dynamics 

Question 1

(a)    Brand dynamics pyramid is a five step model developed by Millward Brown; the pyramid is often used by researchers to analyse the strength of a particular brand. The first step of the model is “Presence” which is to identify if the customers have had direct interaction with the brand. Above “Presence” is “Relevance”, which asks the customer if they would want to experience the brand again. On the third step is “Performance” wherein the brand’s ability to meet customer’s expectations is analysed.   One level up is “Advantage”, it analyses how successful the brand is as opposed to its competitors, and on the top is “Bond”. It analyses pertinent aspects like “Has the brand been able to set up an emotional bond with its customers?”

Source: (Bashe, Hicks, & Ziegenfuss, 2000)

The Coffee Bean and Tea Leaf has seen exponential growth in the past few years; one of the major reasons behind its success is a strong brand image. CBTL scores high on the Presence factor of the Brand Pyramids Model, since there are stores present almost everywhere which ensures interaction with customers.  CBTL’s success is an evidence of the fact that the brand is doing well on the “Relevance” and “Performance” parameters.

As far as the “Advantage” aspect is concerned, customers relate very well to its unique coffee experience because of the constant innovations the company comes up with like The Original Ice Blended Beverage and Special Dutch Chocolate powders etc. The company has also been able to create a bond with the customers especially because of the customisation it offers. Hence, it can be concluded that CBTL has a strong brand image in the minds of the consumers.

(b)   The three components of holistic marketing are Personalisation, Integration and Internalization. Personalisation refers to having a bond with all the customers and believing in the concept that no two customers are the same. Integration refers to making use of all marketing activities to maximize their collective and individual effects.   Last but not the least is Internalization; in lay man’s language it can be defined as creating a strong brand from within. The idea or notion with which the brand is created should be first accepted within the company by its employees and marketing partners, only then can a strong brand image be portrayed in front of the customers. (Kotler, 2007)

The success of the company can be hugely attributed to its personnel, not everyone gets hired at The Coffee Bean and Tea Leaf. CBTL has a culture of creative excitement, where every employee is encouraged to do something new. Only those who understand the importance of innovation are hired at CBTL. The top management of the company believes that a team of happy and satisfied employees can create a pool of happy and satisfied customers.

(c)    The single serve beverage system allows the customers to have gourmet coffee or tea without having to step out of the home. If a customer wants to have nice cup of espresso right in the morning, the only option he has is to buy a very expensive espresso machine. The CBTL system comes in an affordable price range of $299 – $400.

Needless to say the company is extensively marketing its new product. The branding strategy employed by the company is to establish its product as an affordable and convenient coffee machine for home. The company wants customer to wake up to their favourite cup of coffee at home, however it is ignoring the fact that most customers come to CBTL because of the coffee experience and not just the coffee.

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