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Dynamic Brands: Shifting from Products to Customers

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Marzia ARICA and Kim Wikan BARTH


There are currently limited attempts to analyse the implementation of service
design at a strategic level and its impact on the brand. Several studies have
covered the relationship between branding and design management but they
focus primarily on consumer goods settings (Brodie et al., 2008). In
marketing, the natural inclination is to associate branding with goods.
Therefore literature on branding tends to focus on the physicality of the
product, its visual characteristics, and the meanings it embeds. Nonetheless
branding is just as relevant to services, where the lack of physicality requires
a new analysis based on customer relationship, experience, and trust (Berry,
2000). A shift of focus from products to services exposes organisations to
multiple opportunities to affect customer experience. Choosing to design a
strong service proposition around an existing product offering, and to invest
in customer experience, produces a consistent increase in customer
satisfaction, sales and customer loyalty. This article, based on primary
research with the largest general insurance company in Norway, makes a
case for service branding as cornerstone to achieving customer orientation.
The article presents six success factors to prioritising customer experience in
service branding.


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


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