University of Twente Student Theses
Supporting the development of brand-aligned offerings and marketing interactions
Schabbink, L.J.S. (2021) Supporting the development of brand-aligned offerings and marketing interactions.
|
PDF
2MB |
| Abstract: | Brand experience is about the experience a brand delivers to its customers. The experience of customers can be affected by a company by engineering and managing its offerings and interactions (Carbone & Haeckel, 1994). The purpose of this study is to find out how a mid-sized B2B organisation can support the development of brand-aligned offerings and marketing interactions. By advancing previous research regarding the translation from Brand Strategy to experiential expressions, the Brandslation process for mid-sized B2B organisations has been optimised. Along this process, a Brand Experience Proposition and Brand Experience Manual have been developed for the case company. Aiming to translate these concepts into realities indicated a need for reflection on existing offerings and marketing interactions. Reflecting the existing experiences provided insight on the current level of brand-alignment and possibilities for improvement were identified. For the translation of the Brand Experience Proposition and Brand Experience Manual from concept to reality, a framework has been developed and filled in to ensure alignment between the factors influencing brand experience and the focus (marketing) touchpoints along the customer journey. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/78547 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page