The Major Attributes of the Fisher & Paykel Brands Essay

The Major Attributes of the Fisher & Paykel Brands - Essay Example According to the paper Fisher & Paykel have been successful in building their brand through the Customer Based Brand Equity (CBBE) model of consistently delivering on high quality. Their cutting edge design won them a household name. This model identifies four steps which denotes questions asked by the customers as diagrammatically illustrated below. This paper highlights that the second stage is mainly concerned with establishing brand meaning. Customers may not be at liberty to buy something they do not understand hence the need to link brand with certain properties. The third question is about brand response where responses to identification and meaning are sought. The fourth question is about relationship where brand loyalty is created. The DCS developed its brand equity through building strong associations between a brand name and a category or set of benefits based on the CBBE model. On the other hand, ELBA developed through a consistent imagery through the use of the same model by Fisher and Paykel. This model is very important because it seeks to identify the stages involved in the creation of brand loyalty from grassroots level. The benefits and advantages of using social communications or public relations (PR) as part of Fisher & Paykel’s integrated marketing communications strategy for rejuvenating the brand inc lude the following.