A Tool for Concept Validation: From Brand to Concepts

There is an increasing number of products in the market. Many of them get copied the second they launch. In the end, everything looks identical. Digitalization is the main reason behind, causing the commoditization of the products (van Erp, 2011). Eventually, a brand becomes the only thing creating difference among competitors. However, instead...

The 'Merk Monitor': A data-driven approach towards capturing Brand Experience

During the 1980s the ‘experiential view’ of a consumers buying process was proposed in literature. Since then, the experience a consumer has when interacting with a brand (Brand Experience) has been a frequently discussed topic in research and practise. Different disciplines propose measurement scales to capture this brand experience (BE)....

Lighthearted mountain experiences: A brand-driven innovation strategy for Ortovox

Ortovox, a mountain sports brand, existing for almost 40 years, is undergoing a rapid change. Through substantial growth, the organization has been pushed into a new position. The niche market was given up for a place among the leading brands in the outdoor industry. The new situation results in fundamentally different market requirements and...

Brand Development in technical start-ups: Developing a brand identity tool for technical start-ups based on theoretical insights and practical experience of the Magic Mitad case

This integrated master thesis presents the outcomes of a conducted research to obtain a double master degree of the masters Strategic Product Design and Science Communication. This research focused on brand development in technical start-ups before product launch. Both a practical and a theoretical study has been conducted, which resulted in a...

Brand and product strategy for Alpine Hearing Protection - The 'next generation' earplug

This master thesis describes the development of a brand and product strategy for Alpine Hearing Protection. Alpine Hearing Protection has been active on the filtered generic earplug market for more than ten years with a wide range of hearing protection products for different target groups. Its main product focus is on umbrella shaped filtered...