Westfield Excursion CBBE Framework

Question: Discuss about theWestfield Excursionfor CBBE Framework. Answer: When I visited the Westfield Shopping Center in Sydney, I saw that the shopping center follows the Keller CBBE framework to enhance their customer base. Figure 1: Keller CBBE framework (Source: Keller, 2001) They have created their identity by mainly stressing on the physical store. They displayed the names of the brands properly. They do not differentiate the customers and provide products that are can be used by the sixteen year old and sixty year old. The response of the customers will change on a positive manner as Westfield will be able provide all the brands at one place. As the level of customer satisfaction will rise, the resonance will increase eventually. The customers will get the facility of online shopping in the retail stores in Westfield Shopping Center. I feel that providing some of the famous brands under one roof to the customers will be effective to draw the customers. The display of the names of the brands will make the customers aware of the brands. According to me, once the customers will be touch the products of the particular brands before buying will make them attracted to Westfield Shopping Center. Hence, I inferred that the main way to evaluate the effectiveness of the promotional activities is by the profit that Westfield Shopping Center will be able to incur from the business. When I went to the shopping center, I saw that a number of brands that are present in the shopping center could assess the brand identity of Westfield Shopping Center. The huge number of brands present in there recognizes the Westfield Shopping Center. The customers will get attracted to Westfield Shopping Center because they would not have to go anywhere else for shopping. During the excursion, I analyzed that the brand identity of Westfield Shopping Center fit with the retailers brand identity. Once a retailer will be able to provide the customers with everything, as asked by the customer, it will help the retailers to become famous in the market The facilities that are being provided by the retailer will help them to create brand identity Even if Westfield Shopping Center is performing well in the market, yet I would like to recommend that the company could make use of any of mascot or logo that will help them to reach the customers and make an impact on the minds of the customers. References Keller, K. L. (2001).Building customer-based brand equity: A blueprint for creating strong brands(pp. 68-72). Cambridge, MA: Marketing Science Institute.