Open AccessBrand experience. O (zapomnianej) roli marki w budowaniu wartościowych doświadczeń
Author(s) -
Paweł Pawiński
Publication year - 2021
Publication title -
dziennikarstwo i media
Language(s) - English
Resource type - Journals
ISSN - 2082-8322
DOI - 10.19195/2082-8322.13.10
Subject(s) - perspective (graphical) , brand equity , brand management , corporate branding , advertising , marketing , process (computing) , business , brand extension , homogenization (climate) , value (mathematics) , mathematics , computer science , statistics , geometry , biodiversity , ecology , biology , operating system
The article indicates the problems related to the implementation of the CX paradigm in building com-petitive advantage (homogenization of brands in the category) and value for customers (focusing on rational benefits). The proposed way to eliminate these problems is to adopt a branding perspective in the CX process. The role of the brand in designing experiences has been reconstructed based on three topics: 1. The brand as a confirmed expectation, 2. The brand as a source of meeting essential needs, 3. The brand as a tool for effective use of friction.