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.


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.

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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: 09 Mar 2017 22:55

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