Brand Analysis Airbnb: Image

Brand Analysis: Airbnb

Using Keller's Customer-Based Brand Equity (CBBE) Model, group members and I conducted primary research to understand how consumers perceive Airbnb in four categories: Brand Identity, Brand Meaning, Brand Responses, and Brand Relationship.

Brand Analysis Airbnb: Projects

Executive Summary

I was responsible for writing the executive summary that includes all of my group's most important findings.

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Powerpoint Presentation

After conducting interviews, surveys, and research, my group created this powerpoint to present to my Digital Marketing class. My assessment on brand relationship can be found on slides 17-20.

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Brand Association Map

After completing numerous word association tests with respondents, we created a Brand Association Concept Map that mapped the strength of consumer's responses. Our results can be found explained in the executive summary.

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