Question

what is the customer based brand equity pyramid for Ebay commerce company? (detailed explanation needed)

Answer 1

The customer-based brand equity pyramid or CBBE pyramid essentially reflects and assesses the practical causal association between the commercial success of any brand and the customer or buyer perception or to what extent or how much the latter can be attributed to the former. In this context, the CBBE pyramid basically incorporates five main criteria or parameters to examine the causal relationship between customer perception or attitude and commercial success of any brand which include brand identity, brand meaning(brand performance and imagery), brand response(customer judgments and feelings about any concerned brand), and brand resonance.

Now, with regards to Ebay e-commerce company, the brand identity mainly pertains to the wide variety of goods or commodities offered by the company predominantly relying on an online business to consumer to B2C business and marketing model. As a globally prominent e-commerce platform, Ebay provides a considerably huge and wide variety of various commercial goods and products which constitute various practical needs and demands of the consumers or buyers thereby providing consumer convenience and enhancing customer value in the e-retail market. Furthermore, the company also functionally emphasizes on a stable and consistent business to business or B2B or merchant to merchant communication process mainly pertaining to their inventory supply chain and distributional system or phase which is a unique characteristic in comparison to other retail companies and platforms. As part of the brand performance, Ebay provides timely and completely safe/secured delivery of the concerned products to the final consumers within maximum time span of 2 to 3 days in most cases and the company guarantees product or shipment safety as completely undamaged product delivery is one of the top priorities of the company. The company also provides full guarantee or warranty of almost every product that they sell to the consumers as part of their business policy and the various offers, discounts, and sales offered by the company also provide opportunities to the customers to enhance their personal savings thereby improving their shopping experience. Ebay has been universally conceived as one of the most well-renowned e-commerce portal across the world mainly due to its increasing market reputation, customer recognition, and goodwill. The company website engages in innumerable commercial transactions and exchanges of various products or commodities with all sizes and types all over the world and the company logo is also well-known an popular among many people in the world. The simple, straight-forward, and user-friendly appreance and characteristics of the company website and a considerably wide range of products offered by the company at reasonably affordable prices also evidently attracts lot of customers with various economic status in the global retail market. Additionally, the company also offers resale products mainly through auction selling and direct online selling which further enhances customer convenience and value.

The overall brand judgment of Ebay products or goods has notably gained much credibility and positive consideration among its consumers or users in recent times. In this regard, the positive brand value and quality offered by the company play an influential role in enhancing the customer credibility and a positive mindset towards the company. Moreover, the company also emphasizes on enhancing and improving customer value and overall shopping experience by providing them with flexible and diversified payment options to the customers, options of product resale, multiple discounts/offers/sale, and of course immense product variety. A positive brand feeling of most of the Ebay customers across the world is also an extremely essential attribute of successful customer retention by the company. The business integrity and brand or product genuinity consistently exhibited by the company are the keys to establishing and maintaining positive brand impression and value among the customers. Lastly, the online or virtual commercial trading and exchange of a wide variety of products or commodities facilitated by the company engenders the consumer convenience or comfort of shopping at the luxury of their home and the participants in the online auction conducted by the company also generates a sense of involvement or community among the merchants and individual businesses. All of these features or characteristics of Ebay's commercial functioning or operation essentially enhance the overall brand resoinance and networking. The active engagement of the customers in the bidding process as part of the online auction also develops a sense of involvement among the customers further contributing to this process. Therefore, the operational model of Ebay basically focuses on developing and effectively maintaining a sense of community by actively involving both the merchants or businesses and the customers in the entire commercial exchange of products or goods thereby generating and augmenting the brand resonance of various goods or products sold through the company's e-retail platform.

Reference

https://documento.mx/preview/cbbemodel-ebay-5c114d7d8d232