TY - JOUR
T1 - Brand experience manual
T2 - bridging the gap between brand strategy and customer experience
AU - Motta-Filho, Mauricy A.
N1 - Funding Information:
This paper builds on a team effort involving master’s degree students from the Oslo School of Architecture and Design, consultants, professionals, and academics that contributed with their time, sharing their experiences and actively engaging in the design and research processes. Their support was essential for the research presented in this paper, and the author would like to acknowledge and thank for their contribution. The author would also like to acknowledge the role of the CSI consortium in partially funding the present research. Finally, the authors would like to thank the anonymous reviewers for their insightful feedback.
Publisher Copyright:
© 2020, The Author(s).
PY - 2021/7/1
Y1 - 2021/7/1
N2 - The importance of customer experiences in developing strong brands is broadly acknowledged in the Branding literature. Yet, the divide between the functions managing the brand and those responsible for devising the interactions through which customers experience the brand persists. This paper aims to bridge the gap between Brand Strategy and Customer Experience by introducing the concept of the Brand Experience Manual. Through practice-based design research, this paper describes the development of a Brand Experience Manual over four iteration cycles. Throughout this process, this paper explores ways of conveying the experience proposition made by the brand, developing a framework for defining and a tool for communicating the Brand Experience Proposition to the teams responsible for the New Service Development. Additionally, this paper offers a theoretical basis for the advancement of a customer experience-centric approach to Branding.
AB - The importance of customer experiences in developing strong brands is broadly acknowledged in the Branding literature. Yet, the divide between the functions managing the brand and those responsible for devising the interactions through which customers experience the brand persists. This paper aims to bridge the gap between Brand Strategy and Customer Experience by introducing the concept of the Brand Experience Manual. Through practice-based design research, this paper describes the development of a Brand Experience Manual over four iteration cycles. Throughout this process, this paper explores ways of conveying the experience proposition made by the brand, developing a framework for defining and a tool for communicating the Brand Experience Proposition to the teams responsible for the New Service Development. Additionally, this paper offers a theoretical basis for the advancement of a customer experience-centric approach to Branding.
KW - UT-Hybrid-D
KW - Branding
KW - Design for brand experience
KW - Practice-based design research
KW - Service design
KW - Brand experience
UR - http://www.scopus.com/inward/record.url?scp=85087091370&partnerID=8YFLogxK
U2 - 10.1007/s11846-020-00399-9
DO - 10.1007/s11846-020-00399-9
M3 - Review article
AN - SCOPUS:85087091370
SN - 1863-6683
VL - 15
SP - 1173
EP - 1204
JO - Review of managerial science
JF - Review of managerial science
ER -