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Designing Channels for Brand Value: Four Meta-Models

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Karla STRAKER, Alexander GARRETT, Mitchell DUNN and Cara WRIGLEY


Channels are becoming an increasingly important area for companies to
innovate, specifically as they provide direct points of contact with their
customers. However, little is known in regards to multi-channel strategies
that embody strategic brand values and how customers experience these
channels collectively. The purpose of this paper is to investigate how
organisations configure multi-channel strategies to communicate their brand
value and experience to their customers. Data was collated from sixty
companies through a content analysis methodology within the retail sector.
Results uncovered commonalities through the identification of four metamodels
surrounding common brand values, intended emotive experience,
individual channels and the customer segment. These meta-models are titled:
High Quality, Trust, Convenience and Community. This research also presents
implications of a multi-channel design tool based on findings from this study
to help reinforce company brand values and design an overall connected
customer experience.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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