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 as strong customer loyalty can be created, in turn allowing to profit from all the benefits a strong brand embodies. [...]
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
Research Objectives and Core Themes
The primary objective of this thesis is to critically evaluate and empirically test the "Managing the Customer Experience" branding approach proposed by Smith and Wheeler, specifically focusing on its application for the company Persona International. The research explores the theoretical framework of branding and identifies potential shortcomings when relying solely on external customer expectations, suggesting a more balanced approach that incorporates internal organizational values and strategic alignment.
- Critical examination of branding theories with internal and external focuses.
- Empirical validation of the CEM approach through partner research and end-user surveys.
- Development of improvement suggestions for branding strategies.
- Analysis of the alignment between brand promises and corporate vision, mission, and values.
- Practical exploration of shortcomings in brand development and implementation.
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 research task regarding the CEM approach, outlines the study's aim to validate this branding strategy for Persona International, and provides a roadmap for the thesis structure.
2. OUTLINE OF BRANDING: Provides a foundational understanding of branding by defining key terms, discussing its historical context, and highlighting the competitive benefits of strong brand management.
3. DISCUSSION OF THEORIES ABOUT BRANDING: Critically analyzes various branding approaches, comparing those with external focuses, internal focuses, and balanced perspectives, while identifying specific shortcomings in the Smith and Wheeler model.
4. EMPIRICAL PART – PRACTICAL VALIDATION OF CEM: Details the practical application of the CEM theory through interviews with Persona International partners and surveys with end-users to generate a validated brand promise.
5. CONCLUSION: Synthesizes the research findings, confirms the necessity of a holistic and balanced branding approach, and offers final recommendations for integrating internal organizational values with external customer expectations.
Keywords
Branding, Customer Experience Management, CEM, Brand Promise, Brand Loyalty, Persona International, Brand Asset Management, Internal Focus, External Focus, Corporate Branding, Organizational Culture, Strategic Alignment, Customer Satisfaction, Brand Identity, Empirical Validation.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on critically examining the "Managing the Customer Experience" (CEM) branding theory by Smith and Wheeler and testing its effectiveness through an empirical study of the company Persona International.
What are the central themes discussed in the thesis?
The central themes include the shift from product-focused to experience-focused branding, the importance of internal organizational alignment, the role of employees as brand ambassadors, and the necessity of linking brand promises with company vision and values.
What is the primary aim of the study?
The aim is to validate the CEM approach and identify areas for improvement, specifically by addressing the potential shortcomings that arise when a brand strategy ignores internal organizational realities.
Which research methodology was employed?
The study utilizes a qualitative approach, combining literature review with empirical research involving expert interviews with Persona International partners and surveys among end-users to gather data on customer expectations.
What topics are covered in the main body of the work?
The main body covers branding theories, a comparison of internal versus external focuses, the development of a brand promise for Persona International, and a critical evaluation of how well this promise aligns with corporate principles.
Which keywords best characterize this work?
Key terms include Branding, Customer Experience Management, Brand Promise, Brand Loyalty, Organizational Culture, and Strategic Alignment.
How does Persona International use the CEM approach?
Persona International applies CEM to establish a brand promise based on the expectations of their partners and end-users, utilizing it to differentiate their consulting tools and methodologies in a competitive market.
What are the main findings regarding the alignment of the brand promise?
The study concludes that for Persona International, the developed brand promise is aligned with the company’s existing vision, mission, and values, though it emphasizes that such alignment is not guaranteed and requires active management.
What specific improvement does the author suggest for the CEM theory?
The author suggests that the CEM theory should be balanced by incorporating an internal focus on organizational culture, employee values, and strategic alignment, rather than relying solely on external customer input.
- 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/48501
