Identifying Brand Values and Staging Them Multisensually

Karsten Kilian ()
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Karsten Kilian: Hochschule Würzburg-Schweinfurt

Chapter 6 in Multisensory in Stationary Retail, 2023, pp 99-121 from Springer

Abstract: Abstract The optimal design of the message, elements, signals and assessment (MESA) of the brand is central to brand success. Starting from a clearly defined, distinct message (identity) of the brand, which is determined on the basis of the CORE criteria and converted into a brand profile, suitable primary and secondary brand elements can then be selected and (further) developed over time. The different brand elements can be combined into four types of multisensual brand signals: products, environments, media and people (PEMP). Based on this, brand awareness and the brand image anchored in the minds of customers must be continuously recorded. As a result, the four-stage MESA approach ensures that companies identify high-profile brand values for their brands and effectively stage them multi-sensually in order to inspire employees and customers alike and get them interested in the brand(s).

Date: 2023
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DOI: 10.1007/978-3-658-38227-8_6

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