Brand experience manual: bridging the gap between brand strategy and customer experience

Mauricy A. Motta-Filho ()
Additional contact information
Mauricy A. Motta-Filho: University of Twente

Review of Managerial Science, 2021, vol. 15, issue 5, No 3, 1173-1204

Abstract: Abstract 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.

Keywords: Brand experience; Practice-based design research; Service design; Branding; Design for brand experience (search for similar items in EconPapers)
JEL-codes: L19 M31 M39 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s11846-020-00399-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:rvmgts:v:15:y:2021:i:5:d:10.1007_s11846-020-00399-9

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11846

DOI: 10.1007/s11846-020-00399-9

Access Statistics for this article

Review of Managerial Science is currently edited by R. Ewert and W. Kürsten

More articles in Review of Managerial Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().