Addressing the Gap Between Brand Strategy and Service Design: Developing and Communicating the Brand Experience Proposition

  • Mauricy Alves da Motta FilhoEmail author


Customer experience has emerged as the leading arena for competition, being suggested as the main path to the development of competitive advantages in the global market (Gentile et al. 2007). As the notion that the experience is the brand has grown, Service Design has attracted attention for its ability to design superior customer experiences. Yet, little has been said about the role the brand plays in the Service Design process, and in the management of the customer experience.


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© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2020

Authors and Affiliations

  1. 1.Department of Design Product and ManagementUniversity of TwenteEnschedeNiederlande

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