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Figure 1 : CBBE PYRAMID FOR E-BAY

JUSTIFICATION: The strength of this brand can be seen in the resonance that they have achieved with customers. They have properly IDENTIFITED WHO THEY ARE, this actually solves the problem of branding and positioning E-Bay the way they wants customers to see them. Resonance : High loyalty with limited customer base Salience : Moderate brand awareness Performance: High performance products Feeling: Sophisticated Products and services. Judgment: Global brand with rich heritage. Imagery: Polo Shirts.

E-BAY`S TARGET AUDIENCE SEAKS THE FOLLOWING FETAURE ADVANTAGE FROM E-BAY:1. Brand Loyalty Frequency and amount of repeat purchases 2. Sense of Community Kinship Affiliation 3. Active Engagement Seek information Join club, or Find & contact eBay Members Visit websites or chat with customer support 4. Attitudinal Attachment Love Brand Proud of Brand

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