Section 1 Bullet Journel
→Analysing ‘Brand’: Now(unfinished)→Analysing ‘Strategy’: Now(unfinished)>Identify the gap between brand strategy and customer experience◎Identify the relationship betweenvaluesin context of serivebrand promise&brand strategy&customer experience&customer preception
Section 2 Literature Rivew Outcomes
What Is A Brand - Now
What Is A strategy - Now
Section 3 Bibliography
- Berry, L.L. (2000), Cultivating service brand equity, Academy of Marketing Science, Vol. 28 No. 1, pp. 128-37.
- Clatworthy, S. (2011), Service innovation through touch-points: development of an innovation toolkit for the first stages of New Service Development, International Journal of Design, Vol. 5 No. 2, pp. 15-28.
- de Chernatony, L. (2006), From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, Butterworth Heinemann, Oxford.
- Sandstro ̈m, S. and Edvardsson, B. (2008), Value in use through service experience, Managing Service Quality, Vol. 18 No. 2, pp. 112-26.
- Simon Clatworthy, 2012. Bridging the gap between brand strategy and customer experience. Managing Service Quality 22, 108–127. https://doi.org/10.1108/09604521211218936
- Vargo, S.L. and Lusch, R.F. (2004), Evolving to a new dominant logic of marketing, Journal of Marketing, Vol. 68 No. 1, pp. 1-17.
