Defining the customer experience.
22nd February 2006 by Paul Mlodzik, ABC
I think Shel has started the discussion in the right direction. I would expand on the current posts by thinking about the definition of brand from three viewpoints.
A brand is made up of the tangible and intangible associations customers form about an organization and its product/services.
These associations can be:
1. Visual (logos, ads, signage, merchandising, office design, etc.)
2. Emotional (feelings derived from interactions with the organization’s people, products, services or promotions).
3. Cultural (”this is the way things are done at this organization.”)
A strong brand will generate positive associations at each customer interaction.