Abstract
In that context, Service Design may provide the means to support the development of the interactions through which the customers experience the brand. Conversely, Service Design can also profit from branding’s link to the business strategy. Yet, a gap between Service Design and Branding literature and practice persists. This paper argues for a stronger link between Service Design and Branding, focusing on the means to use of the brand as a guide in the design process.
By exploring the relation between Service Design and Branding, this paper introduces the concept of Brand Experience Proposition. Next, a systematic literature review highlights the gap between the disciples. Two case studies presenting the development and utilization of Brand Experience Proposition in Service Design follows, further supporting the concept. Finally, key activities for bridging the gap between the Brand and the Customer Experience are discussed.
| Original language | English |
|---|---|
| Publication status | Published - 2018 |
| Event | Academic Design Management Conference 2018 - Ravensbourne University London, London, United Kingdom Duration: 1 Aug 2018 → 2 Aug 2018 https://www.dmi.org/page/ADMC2018/ |
Conference
| Conference | Academic Design Management Conference 2018 |
|---|---|
| Abbreviated title | ADMC18 |
| Country | United Kingdom |
| City | London |
| Period | 1/08/18 → 2/08/18 |
| Internet address |
Fingerprint
Keywords
- Service Design
- Branding
- Customer Experience
- Brand Experience Proposition
Cite this
}
Brand Experience Proposition: Bridging Branding and Service Design. / Alves da Motta Filho, Mauricy ; Roto, Virpi.
2018. Paper presented at Academic Design Management Conference 2018, London, United Kingdom.Research output: Contribution to conference › Paper › Academic › peer-review
TY - CONF
T1 - Brand Experience Proposition: Bridging Branding and Service Design
AU - Alves da Motta Filho, Mauricy
AU - Roto, Virpi
PY - 2018
Y1 - 2018
N2 - Brands exist at the intersection between the meaning proposition made by the organization, and customer’s perceptions. For the company, the brand is a proposition, a promise of a future experience; for the customer, the brand is the outcome of their experiences with the brand touchpoints. Brand and Customer Experience are therefore essentially connected. In that context, Service Design may provide the means to support the development of the interactions through which the customers experience the brand. Conversely, Service Design can also profit from branding’s link to the business strategy. Yet, a gap between Service Design and Branding literature and practice persists. This paper argues for a stronger link between Service Design and Branding, focusing on the means to use of the brand as a guide in the design process. By exploring the relation between Service Design and Branding, this paper introduces the concept of Brand Experience Proposition. Next, a systematic literature review highlights the gap between the disciples. Two case studies presenting the development and utilization of Brand Experience Proposition in Service Design follows, further supporting the concept. Finally, key activities for bridging the gap between the Brand and the Customer Experience are discussed.
AB - Brands exist at the intersection between the meaning proposition made by the organization, and customer’s perceptions. For the company, the brand is a proposition, a promise of a future experience; for the customer, the brand is the outcome of their experiences with the brand touchpoints. Brand and Customer Experience are therefore essentially connected. In that context, Service Design may provide the means to support the development of the interactions through which the customers experience the brand. Conversely, Service Design can also profit from branding’s link to the business strategy. Yet, a gap between Service Design and Branding literature and practice persists. This paper argues for a stronger link between Service Design and Branding, focusing on the means to use of the brand as a guide in the design process. By exploring the relation between Service Design and Branding, this paper introduces the concept of Brand Experience Proposition. Next, a systematic literature review highlights the gap between the disciples. Two case studies presenting the development and utilization of Brand Experience Proposition in Service Design follows, further supporting the concept. Finally, key activities for bridging the gap between the Brand and the Customer Experience are discussed.
KW - Service Design
KW - Branding
KW - Customer Experience
KW - Brand Experience Proposition
M3 - Paper
ER -