Advertisement

The customer experience is the embodiment of the brand

  • Colin Shaw
  • John Ivens

Abstract

I was in a garage once. I had picked up a slow puncture in my car and I was putting some air in the tyre. A guy said to me, ‘You are putting a lot of air in that tyre.’ I said, ‘Yes, I think I have got a puncture.’ Tongue in cheek he said, ‘What, with a BMW!’ In a funny sort of way that sums up the image that we portray that our cars are completely bulletproof. Of course, that means people’s expectations are always very high. It’s what brings people into the brand in the first place. So you have to do everything you can to live up to that expectation or exceed it, within reason.

Keywords

Brand Equity Sales Director Customer Experience Brand Personality Marketing Department 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Colin Shaw and John Ivens 2002

Authors and Affiliations

  • Colin Shaw
  • John Ivens

There are no affiliations available

Personalised recommendations