the structure of the results provide measures of brand salience, brand associations and brand resonance in the most important market, in the context of short breaks by car, after four years of a new brand campaign.
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For the Coral Coast, the 2003 results indicated the destination held weak CBBE in its most important market at the time of the launch of a new brand campaign. The CBBE structure provides indicators, related to the brand campaign objectives, for which the effectiveness of future promotional activity can be evaluated.