Brand experience manifestation: a tool for concept evaluation according to brand attributes and touchpoints

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Ibrahim ElShamy Thesis.pdf

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2022-1-12

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ElShamy, Ibrahim Basheir Mohamed

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Brands are not just confined to names or logos. They are instrumental for acquiring and retaining competitive advantages in the modern business world, where consumers are more knowledgeable and demanding. Firms are now offering multiple brands with multiple physical products and digital services through a plethora of touchpoints. Ensuring a design concept’s proper representation of brand attributes and alignment with corresponding touchpoints are fundamental for delivering a consistent brand experience. Thus, offering exquisite holistic experiences is imperative. This study aims to understand how brand experience is manifested in practice, through the cases of two firms of substantially different sizes and sectors. The findings of the study highlight a gap in the use and interpretation of terminology, between literature and practice, reveal how the organizational and sector nature may influence the manifestation process, and most importantly highlight a need for more tools that assist with concept evaluation from a brand perspective. A brand manifestation tool based on Multiple Attribute Decision Making principles is designed to address the main pain points that were revealed during the research.

Subject Keywords

Brand experience, Brand attributes, Decision making, Concept evaluation, Competitive advantage

URI

https://hdl.handle.net/11511/96063

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Graduate School of Natural and Applied Sciences, Thesis

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Citation Formats

I. B. M. ElShamy, “Brand experience manifestation: a tool for concept evaluation according to brand attributes and touchpoints,” M.S. - Master of Science, Middle East Technical University, 2022.