Choose a brand, review the model with that brand in mind, and respond to the CBBE steps in regards to that brand. (Lipton Tea)

1. Ensure identification of the brand with customers and an association of the brand in customers’ minds with a specific product class or customer need.

2. Firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations with certain properties.

3. Elicit the proper customer responses to this brand identification and brand meaning.

4. Convert brand response to create an intense, active loyalty relationship between customers and the brand.