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Brand experience manual: bridging the gap between brand strategy and customer experience

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  • Mauricy A. Motta-Filho

    (University of Twente)

Abstract

The importance of customer experiences in developing strong brands is broadly acknowledged in the Branding literature. Yet, the divide between the functions managing the brand and those responsible for devising the interactions through which customers experience the brand persists. This paper aims to bridge the gap between Brand Strategy and Customer Experience by introducing the concept of the Brand Experience Manual. Through practice-based design research, this paper describes the development of a Brand Experience Manual over four iteration cycles. Throughout this process, this paper explores ways of conveying the experience proposition made by the brand, developing a framework for defining and a tool for communicating the Brand Experience Proposition to the teams responsible for the New Service Development. Additionally, this paper offers a theoretical basis for the advancement of a customer experience-centric approach to Branding.

Suggested Citation

  • Mauricy A. Motta-Filho, 2021. "Brand experience manual: bridging the gap between brand strategy and customer experience," Review of Managerial Science, Springer, vol. 15(5), pages 1173-1204, July.
    • Handle: RePEc:spr:rvmgts:v:15:y:2021:i:5:d:10.1007_s11846-020-00399-9
    DOI: 10.1007/s11846-020-00399-9
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    References listed on IDEAS

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    Cited by:

    1. Zheng, Lu & Li, Yongfa, 2024. "Customer journey design in omnichannel retailing: Examining the effect of autonomy-competence-relatedness in brand relationship building," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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    More about this item

    Keywords

    Brand experience; Practice-based design research; Service design; Branding; Design for brand experience;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other

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