Harley Davidson’s CBBE Model Analysis
Abstract
How to measure a brand? Keller believed that the establishment of the CBBE model depends on a premise, that is, brand power exists in consumers’ cognition, feeling, and experience of sub-brands; that is to say, brand power is the sum of all brand experiences existing in consumers’ hearts over time (Keller, 2001). The six dimensions that make up the model (a strong brand) are salience, performance, judgment, imagery, feeling, and resonance. Among them, “performance” and “judgment” are based on the “rational” level, “image” and “feeling” are based on the “perceptual” level.References
[1] Dairylandclassic.com. n.d. New AMA Timeline.
Davies, M., 2008. Whats In Your Harley Davidson? | Content for Reprint..
Fleming, C., 2016. Consumer Reports will continue controversial motorcycle ratings.
[2] Gregory, J., 2005. V-QUAD ENGINE AND METHOD OF CONSTRUCTING SAME.
[3] Harley-Davidson. n.d. About Harley-Davidson | Harley-Davidson United Kingdom.
[4] Harley-Davidson. 2021. Harley-Davidson Museum | Harley-Davidson United Kingdom.
[5] Harley-Davidson. 2021. Motorcycles | Harley-Davidson United Kingdom.
[6] Harley-Davidson. 2021. Offers | Harley-Davidson United Kingdom.
[7] Harley-Davidson. n.d. Harley Owners Group | Harley-Davidson United Kingdom.
[8] Keller, K., 2001. Building customer-based brand equity: A blueprint for creating strong brands.
[9] Venhill.co.uk. 2019. The Ultimate List of Harley Davidson Accessories.
Wünsch, S., 2018. Harley-Davidson: The iconic symbol of the American dream | DW | 27.06.2018.
Authors contributing to this journal agree to publish their articles under the Creative Commons Attribution-Noncommercial 4.0 International License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. With this license, the authors hold the copyright without restrictions and are allowed to retain publishing rights without restrictions as long as this journal is the original publisher of the articles.
