A Framework for Innovation Opportunity Identification Based on Brand Experience (original) (raw)

Defining critical areas in innovative brand management

The purpose of this paper is to analyse how branding contributes to innovation, by identifying different ways of connecting with changing markets and emerging consumer needs. This is clarified by strategic approaches found in the marketing management literature. While orientation to customer needs has always been crucial in marketing communication more attention is paid nowadays to customer and market intelligence in detecting relevant trends. A focus on the company's own distinctive vision is advocated, as the choices to be made need to fit the strengths and capabilities of the company. Co-creation of value needs an intensive dialogue with customers about the brand as community property. In brand management coherence and finding a balance between inner vision and dialogue with all those involved, such as employees and partners in the value chain, are emphasised. Expert interviews were conducted to see if the approaches distinguished in the literature are recognised in practice and suitable as a framework for constructing performance indicators. Next, the critical factors found in the marketing literature were phrased as measurable statements that can serve as performance indicators. The outcomes need to be further tested.

Closing the Brand Gap through Innovation and Design

Procedia CIRP, 2016

Existing brands already have certain products and services that generate a particular experience in the mind of custome. However, distortions exist between what the brands what to communicate and what the customer perceive referred to as the Brand Gap. This paper presents a tool to identify innovation and design opportunities through the Brand Gap.The tool aims to help companies narrowing the gap between brand values and customer experience through innovation and design. The study explores different levels for opportunity identification (short, medium and long term) and it suggests that to take an experience perspective, brands can start identifying opportunities based on the Brand Gap.

Bridging the gap between brand strategy and customer experience

Purpose -This paper aims to describe the development and evaluation of a process model to transform brand strategy into service experiences during the front end of new service development (NSD). This is an important yet poorly understood transformation that occurs early in service development projects. The paper also aims to describe the theoretical basis for this transformation, and introduces a process model that has been developed to understand and assist with this. Further, it seeks to describe early evaluation results and reflections upon its use. Design/methodology/approach -A research through design approach using participatory co-design led to the development of the new process. The development was iterative and carried out together with three service providers. The process model was evaluated using a combination of qualitative methods, including interviews, observation and participatory observation.

A review and future directions of brand experience research

Brand experience has been gaining increased importance in marketing literature, as marketers consider it a vital strategy in building long term consumer-brand relationship. This study attempts to do a comprehensive assessment and synthesis of academic literature on brand experience. To do this, authors take up a systematic review, identifies and analyses 73 relevant articles from 38 journals. The analysis provides significant information about-empirical versus conceptual studies, industry focus, country of research, research design, data analysis techniques and nature of sampling method and respondents. This study presents methodological trend in brand experience studies with reference to Meredith, Raturi, Amoako-Gyampah, and Kaplan (1989) framework, and it has been found that majority of the studies are based on people's perception of object reality (logical positivist/empiricist paradigm based researches). A conceptual framework about brand experience antecedents and consequences is also presented. At last, we provide discussion and suggestions for future research, followed by limitations of the study. study has accurately determined the stage at which present brand experience research stands, nor has any study in the past indicated the direction in which brand experience research is headed. In order to have a clear idea of one's position in any area, frequent and honest reassessments are required . The domain of brand experience is in nascent stage (Schmitt, 2009), which warrants a review to ensure that brand experience studies will move in the right direction. The particular emphasis of the study is to assess the state of methodologies used in brand experience research, and identify antecedents and consequences. Thus, the objectives of this paper are: (1) to bring general understanding about the brand experience in the fields like distribution of articles across the main journals, time period, nature of studies and type of data, industry focus and country of

Brand experience: development of the conceptual framework and critical research propositions

International Journal of Management Concepts and Philosophy, 2018

The current study deals with an emerging area in the field of marketing and branding concepts: brand experience. It focuses on the identification of pertinent variables that influence brand experience (antecedents) and the long-term consequences (outcomes) of it. Today the market is highly competitive with technology advancing every day in every sector and the consumer is looking for memorable experiences. Also to survive in the market and to achieve competitive edge the brand managers are focusing on the critical issue of providing unique brand experience. The current research study presents a conceptual framework and proposes research propositions that would assist practitioners and academicians to understand the determinants of the brand experience. The framework developed in this research is a result of an exhaustive review of literature in the area of marketing and branding and selectively developed for the tangible product category. The study helps to clarify the understanding of brand experience formation and its possible outcomes. The novelty of this study lies in the framework itself showing unique antecedents of brand experience on the basis of theoretical support. Finally, the study discusses the managerial implications of brand experience in order to develop well-informed marketing strategies.

Brand Experience: A Review of 39 Years of Research Development

TIJAB (The International Journal of Applied Business)

This study explored the trends of academic research on brand experience using bibliometric methods. The exploration included statistical data from published articles on Scopus database. Relevant articles were extracted from Scopus indexed journals using keywords collected through online survey. The analysis covered 1,920 articles in 484 journals published between 1981 and 2020. This study recognized prominent scholars, institutions, sources as well as the most cited articles of brand experience research. Some important and most used keywords in brand experience publications were also identified. Study findings indicated growing interest in brand experience research despite publication absence in some of the early years of its development. The most cited article was written by Fournier in 1998 entitled “Consumers and Their Brands: Developing Relationship Theory in Consumer Research.” Journal of Business Research was the most cited journal in the area with 5,010 citations and has beco...

Bridging brand and experience design

Journal of Brand Strategy, 2019

While true, the idea that brands are defined by experiences masks a complex set of dynamics that dramatically affect the development of branded experiences. This paper explains the different evolutions of branding and experience design to show how the converged field of brand experience design inherits ideas from each former discipline in non-intuitive ways. The central shift in thinking is that experiences are defined by brands rather than the other way around. A strong brand - one with a clear and compelling purpose, one with a clear set of emotional associations - is essential for a strong brand experience. Therefore branding practitioners and designers must strengthen their brands in order to deliver powerful brand experiences. Contrary to popular opinion, experiences by themselves will do little to strengthen a weak brand. In addition, this paper presents a set of concrete tools and techniques to help brand experience designers build this new thinking into their work.

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty

Journal of Marketing, 2009

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.