Question:

Scenarion: Imagine you are embarking on an entrepreneurial venture and you are about to launch your new active-wear and sportswear ranges for a fashion-conscious, urban crowd.

Based on the brand-building process model developed by Keller (2009), discuss the necessary steps you need to take in order to make your target audience identify with the new brand you are aiming to build.

Come up with a new brand, and using the Customer-Brand-Equity Pyramid present your new brand idea. Consider the following:

How will your target audience form a perception of your brand?

What decisions regarding brand creation and communications must marketers manage to build successful brands?

Support your response by citing relevant scholarly evidences.