Designing channels for brand value : four meta-models

Straker, Karla, Garrett, Alexander, Dunn, Mitchell, & Wrigley, Cara (2014) Designing channels for brand value : four meta-models. In Bohemia, Erik, Rieple, Alison, Liedtka, Jeanne, & Cooper, Rachael (Eds.) Proceedings of 19th DMI : Academic Design Management Conference, London College of Fashion, London, pp. 411-431.

Abstract

Channels are becoming an increasingly important area for companies to innovate, specifically as they provide direct points of contact with their customers. However, little is known in regards to multi-channel strategies that embody strategic brand values and how customers experience these channels collectively. The purpose of this paper is to investigate how organisations configure multi- channel strategies to communicate their brand value and experience to their customers. Data was collated from sixty companies through a content analysis methodology within the retail sector. Results uncovered commonalities through the identification of four meta-models surrounding common brand values, intended emotive experience, individual channels and the customer segment. These meta-models are titled: High Quality, Trust, Convenience and Community. This research also presents implications of a multi-channel design tool based on findings from this study to help reinforce company brand values and design an overall connected customer experience.

Impact and interest:

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ID Code: 74811
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Content Analysis, Brand Value, Channel Relationships, Brand Design
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2014 [please consult the author]
Deposited On: 07 Aug 2014 22:30
Last Modified: 15 Sep 2014 23:37

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