Brand experience is an important concept in marketing because it can affect brand loyalty, brand recall, and brand attitude. Brand experience design is therefore an important practice for companies to create favourable and meaningful experiences, through the design of various touchpoints that are in line with the brand values. This paper presents a multiple-case study of brand experience design in practice. Our results suggest similarities and differences between product design and brand experience design processes. Furthermore, we suggest that reciprocal influences may exist between the brand and touchpoint design. We also provide insights for managers and designers to not only use logical reasoning but also other capabilities to design for brand experiences. Finally, we identified the limitations of our study and interesting areas for future research.
Original languageEnglish
Title of host publicationConference Proceedings of the Design Management Academy
Subtitle of host publicationResearch Perspectives on Creative Intersections
EditorsE. Bohemia, C. de Bont, L. Svengren Holm
Place of PublicationLondon
PublisherThe Design Research Society
Number of pages13
ISBN (Print)978-1-912294-14-5
Publication statusPublished - 2017
EventThe Design Management Academy 2017 International Conference: Research Perspectives on Creative Intersections - Hong Kong, China
Duration: 7 Jun 20179 Jun 2017

Publication series

NameConference Proceedings of the Design Management Academy
PublisherThe Design Society
ISSN (Electronic)2514-8419


ConferenceThe Design Management Academy 2017 International Conference
CityHong Kong

    Research areas

  • brand experience design, touch point design

ID: 36048125