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

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

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

* How to evaluate effectiveness.

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

*Vinamilks brand-building activities, such as promotional materials and 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).

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

3. After the field trip, you have to:

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

forums, company websites, etc.) for Vinamilk, and add the information to

your field trip information, then

* Analyse the effectiveness of the brand-building activities of Vinamilk and provide

recommendations.