About the project

The importance of the brand has been recognized in both literature and practice. Brands makes promisses which should be delivered to the customer through touch points. Based on the concept of semantic transformation, this projects proposes to address the research gap in the development of brand based service experiences.

Main goals – Understand how service companies can deliver more value to customers by aligning their service  with the brands, and develop a framework to facilitate the translation of brand strategy into customer experience.

Analytical frames – Phenomenology

Research methods – Research through design, and participatory research

Partners – CSI, Telenor (+ Djuice), Posten (+ Bring).

Duration – September 2011 – August 2014

Finance: Center for Service Innovation – AHO

Supervisor: Simon Clatworthy