In business world, organizations work very hard to create awareness of the products they sell while also working on the reputation of the business, which is what is known as Brand. Awareness and reputation building that is planned properly differentiates small brands from big brands (Marion 1). Those companies that have attained strong brand usually have intangible images associations that can connect customers emotionally to the built brand. A good example of a well-established brand is Bayerische Motoren Werke commonly known as BMW. This paper uses customer-based brand equity model to describe BMW brand development stages.
In a four-step pyramid brand stages, ...