Case Study: Skoda's Brand Equity Model

Introduction
Skoda is an automobile company that has been providing transportation services for more than 120 years. Started as a small company, the company has undergone a tremendous path towards success. It was founded in the Czech Republic by keen cyclists Vaclav Laurin who was a mechanic and Vaclav Klement who was a bookseller. Initially, they started off with selling the bicycle, later motorbikes and then subsequently cars. Skoda manufactures vehicles not only for the public but railways also. The company holds almost 5000 employees in its operations and is known for its exceptional marketing efforts, dedicated services and heavy investment towards enhancing the efficiency of its product.
The result of its marketing effort and exceptional

Effective communication route
CBBE Pyramid
Keller’s Brand Equity Model serves as the best model for establishing a strong brand image in the market. It assists business to liaison the consumer’s sentiments and feelings with the company brand launched in the market. The pyramid allows businesses to create positive perception of it customers by sharing the experience. The pyramid consists of four steps which constitute of six building blocks necessary for forming a strong brand.
1. Salience: It is the step that ensures the distinctive identity of the brand in the market. It is centred on creating customer awareness and making them aware of its value by conducting a comprehensive analysis of the market and the customers. It is conducted to find out the customer’s needs and preference along with the current and potential trends of the market.
2. Performance: It is a part of the second step which evaluates the brand performance in terms of its fulfilment of the customers need. The performance is categorized into five categories that are products characteristic, reliability, effectiveness, price and style and design. To outshine the performance, the brand must form a strong and loyal relationship with the

Imagery: It is also a part of the second step which demonstrates the brand level with respect to the customer expectations. It is also concerned with the customer perspective concerning social and psychological. It explains that the actual perception of the customer is build upon the product usage which requires us to gather extensive data to determine and analyze the targeted customer experience with the company’s product.
4. Judgement: It contributes to the third step of the pyramid and is based on the brand opinion of the customer after the evaluation of the second step of the pyramid i.e. performance and imagery (Farjam and Hongyi, 2015). The four predominant types of judgement include the brand’s quality, reliability, advantage and consideration
5. Feelings: This step depicts the customer response towards the brand. This reaction or response is witnessed at the time of consumption. The feelings can be of six type primarily i.e. security, pleasure, excitement, respect, warmth and approval.
6. Resonance: This step concentrates on forming a strong relationship or affiliation of the brand with the customer. It aims at forming a feeling with the brand with which they feel connected to it. The resonance can be the psychological connection or behavioural liability.
Portfolio and Hierarchy Management
Brand Portfolio