b) The CBBE framework/model provides a unique point of view on brand equity. Using the Coca-Cola brand, discuss and analyse the brand building blocks of the CBBE model/framework and their sub-dimensions, highlighting how the Coca-Cola brand established brand resonance. (8 marks) c) According to Keller, the rapid expansion of the Internet and continued fragmentation of mass media have brought the need for personalised marketing into focus. How did Coca-Cola achieve this? Justify your answer. (2 marks)
