Development of Customer Experience-Based Brand Strategy for the Lenovo Group to Explore the Uk Market

3485 Words Apr 21st, 2012 14 Pages
D E S I G N M A N A G E M E N T P R A C T I C E I N I N D U S T RY

Development of a Customer ExperienceBased Brand Strategy for the Lenovo Group to Explore the UK Market by Yuanyuan Yin, Ray Holland, Shengfeng Qin and Weicheng Wu and brand development analysis. The customer analysis data have been collected through questionnaire, interview, and observational surveys. The authors adopt Cope and Schmitt’s theoretical framework of customer behavior analysis and brand development process analysis as an underlying structure. The authors conceptualize a framework based on customer experience design of PCs, integrating specific analysis of details of customer experience during the PC purchasing process. The analysis led to the identification of
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Branding carries benefits for all parties involved in the exchange process and, in theory at least, makes it easier to buy and sell products. As illustrated in Figure 1, Brassington (2003) concluded that branding benefits from three factors: consumer, retailer, and manufacturer. Neumeier (2003) points out that brand is a gut feeling because customers are emotional, intuitive beings despite their best efforts to be rational. It is a person’s feeling because, in the end, the brand is defined by individuals, not by

Figure 1. Benefits of branding. (Brassington, F., 2003, p. 283).

Design Management Journal

61

East/West Perspectives on Design Management Issues

companies, markets, or the so-called general public. Every customer creates his or her own version of brand. While companies cannot control this process, they can influence it by communicating the qualities that make the product and service different from the others. When enough individuals arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what a company says it is; it is what customers say it is. The customer is the most important business element for every company that wants to win in the global market. How to attract and keep customers has become a popular topic in both the industrial and academic areas. Customer experience-based brand strategy is a plan for the systematic
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