Brand Touch Point Management


Along with the emergence of the experience economy, a great emphasis has in recent years been placed on actively managing and coordinating all the touch-points a company faces its customers with. This is in order to create a consistent brand image and brand experience whether visiting the web site, physically entering a branch or receiving an invoice (Shaw & Ivens, 2002).

This has become increasingly important for pure-online players such as Saxo Bank that needs to make an impact on their target group through fewer and solely online points of contacts.

A brand represents a dynamic interface between an organization’s touch-points and customer interpretations (Chernatony, 2006). This underlines the importance of actively managing the touch-points and thoroughly incorporating them into the offered experience. This statement is further supported
by Aaker (2007), when asked about the most important aspects of managing brands in the financial service industry.

I believe that great customer experiences are designed “outside in” rather than “inside out” with the customers need as the point of departure. Consequently the touch-points need to follow this logic to support each experience and suit the customer needs. It is in this relation important not to think of the touch-points as channels for distribution of a product, service, message or experience, but instead to incorporate them into the design process of the experience.

A survey has shown (Cleaver cf. Chernatony & Harris, 2000) that successful brands furthermore use touch-points actively to communicate their values with consumers. A trend that has accelerated significantly over the past years and become an important element in the stakeholders decision-making process when choosing between brands. However there is still a long way to go, when it comes to coordinating the brand values with the company’s touch-points.

Another survey by Shaw & Ivens (2002) has shown that; “70 % of companies did not have a strategy for ensuring that brand values were being met at all customer touch-points”.

Evolution and Trends of Brand Management read here

Brand Experience Management read here

Management of Touch-points read here

Brand values read here

Brand innovation management read here

New Research Techniques focused on Consumers as a Consequence of the trends read here

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Comments 3

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