The aim of this thesis is to critically examine and empirically test the branding approach Managing the Customer Experience by Smith and Wheeler. A comparison of branding theories, differing in their focus internal or external of the organisation during the brand development and implementation process, is carried out. Smith and Wheeler suggest an external orientation during the brand creation. The evaluation shows however that an additional focus internal of the organisation is indispensable:
During brand development the management brand vision and the organisational culture should be considered, as Harris and De Chernatony suggest. Internal acceptance of the brand, avoidance of resistance, and use of internal knowledge can be achieved by this. Furthermore the company vision, mission and values have to be considered as Davis suggests. Misalignment between the brand and company strategy can cause negative consequences like a dilution of strategic focus. After empirically testing the Smith and Wheelers brand development process by means of Persona International, the previously identified shortcoming are practically explored. Implementing the brand, Smith and Wheeler suggest to aim at creating an unbeatable customer experience with the help of employees. This idea is shown to be promising..... *** Die vorliegende Diplomarbeit hat das Ziel, sich kritisch mit der Theorie Managing the Customer Experience von Smith und Wheeler auseinander zu setzen und diese empirisch zu prüfen.
Table of Contents
1. INTRODUCTION
1.1 DEFINING THE TASK
1.2 THE AIM OF THE STUDY
1.3 THESIS OUTLINE
2. OUTLINE OF BRANDING
2.1 DEFINITION OF “BRANDING”
2.2 HISTORY OF BRANDING
2.2 THE IMPORTANCE OF BRANDING
2.3 DEFINITION OF FURTHER TERMS
3. DISCUSSION OF THEORIES ABOUT BRANDING
3.1 BRANDING WITH AN EXTERNAL FOCUS
3.1.1 The Trend towards Creating a Customer Experience
3.1.2 Introducing the Ideas of Smith and Wheeler
3.1.3 The Customer Experience Management Model
3.2 BRANDING WITH AN INTERNAL FOCUS
3.2.1 Developing an Internal Focus
3.2.2 Background of the Model by Harris and De Chernatony
3.2.3 The Brand Identity – Reputation Model
3.3 BRANDING WITH A BALANCED INTERNAL AND EXTERNAL FOCUS
3.3.1 Introducing the Balanced Focus
3.3.2 Introducing the Underlying Ideas of Davis
3.3.3 The Brand Asset Management Model
3.4 COMPARISON OF THE THEORIES
3.4.1 Comparing the Focus during the Brand Development Process
3.4.2 Comparing the Focus when Implementing the Brand
3.5 CRITICAL EVALUATION OF CEM AND IMPROVEMENT SUGGESTIONS
3.5.1 Suggested Focus when Developing the Brand
3.5.2 The Brand Promise and the Differentiation Strategy
3.5.3 Suggested Focus when Implementing the Brand
3.5.4 Illustrating the Balanced Approach
4. EMPIRICAL PART – PRACTICAL VALIDATION OF CEM
4.1 INTRODUCTION OF PERSONA INTERNATIONAL
4.1.1 The Company Persona International
4.1.2 The Products of Persona International
4.1.3 Vision, Mission and Values
4.1.4 Objectives of the Branding Initiative
4.2 METHODOLOGY OF PARTNER RESEARCH
4.2.1 Data collection
4.2.2 Sample Selection
4.2.3 Limitations
4.2.4 Data analysis
4.3 FINDINGS AND DISCUSSION OF THE RESEARCH WITH PARTNERS
4.3.1 Setting up and Evaluating the Expectation Map
4.3.2 The Brand Promise based on Partner Expectations
4.4 METHODOLOGY OF END-USER RESEARCH
4.4.1 Data Collection
4.4.2 Sample Selection
4.4.3 Limitations
4.4.4 Data Analysis
4.5 FINDINGS AND DISCUSSION OF THE END-USER RESEARCH
4.5.1 Findings of the End-user Research
4.5.2 Complementing the Brand Promise
4.5.3 Evaluating the Brand Promise
4.6 TESTING THE SHORTCOMINGS OF CEM
4.6.1 Employee Values and Assumptions
4.6.2 Alignment of Persona Vision, Mission, Values and Brand Promise
5. CONCLUSION
Objectives & Key Themes
The primary objective of this thesis is to critically evaluate and empirically test the "Managing the Customer Experience" (CEM) branding framework proposed by Smith and Wheeler, using Persona International as a practical case study. The work explores whether a purely external, customer-centric approach is sufficient for successful branding or if an internal, values-based perspective is necessary to align organizational culture and strategic vision with the brand promise.
- Comparison of various branding theories categorized by internal vs. external focus.
- Critique of Smith and Wheeler’s Customer Experience Management (CEM) model.
- Empirical analysis of customer expectations for Persona International’s partners and end-users.
- Alignment of corporate vision, mission, and values with the developed brand promise.
- Practical recommendations for optimizing branding initiatives through internal integration.
Excerpt from the Book
3.1.1 The Trend towards Creating a Customer Experience
Already in 1991, Aaker refers to brand loyalty as the core of a brand’s equity because it is the measure of how likely a customer will switch to another brand. Hence, he recommends in his “Managing Brand Equity” model to create and maintain loyalty by satisfying customer expectations.
This can be achieved through close contact with the customer by creating a customer culture, measuring and managing customer satisfaction and providing some unexpected extra service.
In accordance, Gregory and Sellers see the brand as a collective of perceptions of a company based on customer experience and Keller centres the brand experience and learning of the customer at the heart of brand equity. This does not contradict Aaker, who considers brand loyalty to be at the heart of brand equity, as loyalty is created through positive experiences.
Boston Consulting also recognized the trend towards a branded experience in order to deepen the relationship with the customers in 1997. Branding is considered to be about the total experience a customer has with the products or services hence all actions of the company have to be orchestrated to deliver such a highly differentiated and consistently positive experience.
Zeithaml explores this idea of a strong customer focus deeper and encourages to develop all strategies with an eye on the customer and to carry out all implementations understanding the impact they have on the customer.
Summary of Chapters
1. INTRODUCTION: Defines the thesis task and objectives, focusing on the critical examination of the Smith and Wheeler branding approach for Persona International.
2. OUTLINE OF BRANDING: Provides foundational definitions of branding, explores its historical background, and highlights the business benefits of strong branding.
3. DISCUSSION OF THEORIES ABOUT BRANDING: Critically analyzes different branding theories, categorized by their internal or external focus, and identifies potential shortcomings in current models.
4. EMPIRICAL PART – PRACTICAL VALIDATION OF CEM: Applies the branding framework to Persona International, conducts research with partners and end-users, and tests for alignment with corporate values.
5. CONCLUSION: Synthesizes the research findings, confirming the necessity of a balanced approach that integrates internal organizational culture with external customer focus.
Keywords
Branding, Customer Experience Management, CEM, Brand Promise, Brand Loyalty, Persona International, Internal Focus, External Focus, Brand Asset Management, Service-Profit Chain, Differentiation, Brand Identity, Corporate Strategy, Stakeholder Expectations, Brand Equity
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on a critical examination and empirical validation of the "Managing the Customer Experience" (CEM) branding theory by Smith and Wheeler within the context of a consulting organization, Persona International.
What are the central thematic fields?
The study revolves around brand development, the integration of internal organizational culture and values with external customer focus, and the alignment of brand promises with overall corporate strategy.
What is the primary objective or research question?
The goal is to validate the CEM approach and determine if it can be improved by incorporating internal organizational perspectives to ensure better strategic alignment and employee buy-in.
Which scientific methods were applied?
The author uses a literature-based theoretical comparison followed by qualitative empirical research, including expert interviews with partners and surveys among end-users of the organization’s tools.
What content is addressed in the main body?
The main body compares branding theories (external, internal, and balanced focus), performs a critical evaluation of CEM, and conducts an empirical validation using Persona International as a practical case study.
Which keywords characterize this work?
The work is characterized by terms like Branding, CEM, Brand Promise, Brand Loyalty, Internal vs. External Focus, and Brand Asset Management.
How does the author define the "Brand Promise"?
The author defines it as the spoken or unspoken expression of the specific and important benefits that clients associate with a firm, its products, or its services.
What conclusion does the author draw regarding branding implementations?
The author concludes that while external customer focus is vital, it is indispensable to include internal elements—such as organizational culture and employee values—to prevent resistance and ensure long-term success.
- Citar trabajo
- Antje Walliser (Autor), 2005, Successful Branding - A critical examination of Customer Experience Management for Persona International, Múnich, GRIN Verlag, https://www.grin.com/document/186104
