Investigating how customer insights inform strategy leading to brand differentiation in the retail sector

Moody, Christine Jane (2015) Investigating how customer insights inform strategy leading to brand differentiation in the retail sector. Masters by Research thesis, Queensland University of Technology.


Using qualitative research with case studies of firms in the Australian retail sector, this thesis explores the link between brand differentiation, customer insights, and strategy development to deliver a unique customer experience. The research focus is how brand expression is driven by customer insights. Findings indicate that customer experience is made tangible by the strategic design and alignment of the brand's expression and is crucial to retail success. A significant practical outcome is the development of the Brand Differentiated Model. Created as a tool to potentially assist retailers develop brands from the 'inside out' and confront future disruptions.

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128 since deposited on 27 Oct 2015
63 in the past twelve months

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ID Code: 87509
Item Type: QUT Thesis (Masters by Research)
Supervisor: Wrigley, Cara, Matthews, Judy, & Bucolo, Sam
Keywords: Australian retail, Brand differentiation, Brand experience, Brand management, Brand strategy, Brand values, Customer engagement, Customer experience, Customer touch points
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Institution: Queensland University of Technology
Deposited On: 27 Oct 2015 05:02
Last Modified: 27 Oct 2015 05:02

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