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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.

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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:http://purl.utwente.nl/essays/78547
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