research taskinvolves an excursion to a local shopping centre whereby you have to apply the CBBE framework. As part of your this field trip, you will visit a range of retailers at one of your local Shopping Centres, e.g. Westfield Parramatta. Marketers build and maintain salience and achieve a strong, unique and favourable brand image through physical and digital marketing strategies. The following tasks will challenge you to critically analyse the alignment of both perspectives and provide recommendations.

1. Before the field trip, you have to consider:

* review the CBBE framework by Keller (2019), and

* how to evaluate effectiveness.

2. During the fieldtrip, you have to visit a range of retailers, and identify:

* their brand building activities such as promotional materials, loyalty programs. In other words,

you have to gather information regarding their efforts to increase salience (brand awareness),

portray imagery (user group), build resonance (e.g. loyalty), etc. (See Keller CBBE framework).

* their digital marketing activities, e.g. sign up for newsletter.

3. After the fieldtrip, you have to:

* identify the digital marketing strategies (social media activities, consumer reviews and reports,

forums, company websites, etc.) for your choice of retailer brands, and add the information to

your field trip information, then

* analyse the effectiveness of the brand building activities of those retailer brands and provide

recommendations.