How to create a sustainable customer growth strategy for a small brand

How to create a sustainable customer growth strategy for a small brand: to leverage branding and design for sustainable customer growth

Yang, Yujing (TU Delft Industrial Design Engineering; TU Delft Industrial Design)

Tassoul, Marc (mentor)
de Jonge, Femke (mentor)
Bakker-Wu, Sijia (graduation committee)
Fust, Ruben (mentor)

Delft University of Technology

Strategic Product Design

2019-08-14

In order to realize sustainable customer growth, a company could adopt different strategies: opening up a new market, developing new products, etc. Based on the SWOT analysis, No Label is small and lacking capital, while its main target group (middle-class men, aged 25-45) is growing rapidly. Thus, No Label’s biggest opportunity lies in focusing on the current market and attract more potential customers within the market. After several interviews with its potential customers, the designer found the main challenge for converting its potential customers to real customers is that those people don’t hold a strong belief that No Label is a “relevant brand” and “My kind of product”. The believes that the brand is relevant could result in higher brand loyalty and positive responses to brand-driven activities such as their willingness to pay a premium price, keep purchasing the same brand, adopt new products and so on. This project focuses on leveraging branding and design to elicit the belief of "relevant brand" and "My kind of product", thus converting potential customers of No Lable.

Branding
Design
Customer growth
Research
Marketing communication

http://resolver.tudelft.nl/uuid:76dd292d-dec0-4a85-9342-58589cf77285

Student theses

master thesis

© 2019 Yujing Yang