How is brand experience designed in practice?

How is brand experience designed in practice?: Results of a multiple-case study

Bakker-Wu, S. (TU Delft Marketing and Consumer Research)
Calabretta, G. (TU Delft Marketing and Consumer Research)
Hultink, H.J. (TU Delft Product Innovatie Management)

Bohemia, E. (editor)
de Bont, C. (editor)
Svengren Holm, L. (editor)

Product Innovatie Management

2017

Brand experience is an important concept in marketing because it can affect brand loyalty, brand recall, and brand attitude. Brand experience design is therefore an important practice for companies to create favourable and meaningful experiences, through the design of various touchpoints that are in line with the brand values. This paper presents a multiple-case study of brand experience design in practice. Our results suggest similarities and differences between product design and brand experience design processes. Furthermore, we suggest that reciprocal influences may exist between the brand and touchpoint design. We also provide insights for managers and designers to not only use logical reasoning but also other capabilities to design for brand experiences. Finally, we identified the limitations of our study and interesting areas for future research.

brand experience design
touch point design

http://resolver.tudelft.nl/uuid:b7100044-45cf-45b4-a1d7-0629bd7cbaf2

The Design Research Society, London

978-1-912294-14-5

Conference Proceedings of the Design Management Academy: Research Perspectives on Creative Intersections

The Design Management Academy 2017 International Conference, 2017-06-07 → 2017-06-09, Hong Kong, China

Conference Proceedings of the Design Management Academy, 2514-8419, 4

Institutional Repository

conference paper

© 2017 S. Bakker-Wu, G. Calabretta, H.J. Hultink