Using service design methods for B2b service brand concept development: Case company
Molina Escalante, Hugo (2014)
Molina Escalante, Hugo
Laurea-ammattikorkeakoulu
2014
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060311548
https://urn.fi/URN:NBN:fi:amk-2014060311548
Tiivistelmä
A short time before this study was initiated, a small B2b service company had just began op-erating its business without a brand of it’s own. The company owners were looking to design an innovative brand for their business. The purpose of this thesis was to develop the brand for this service Company in the B2b context, using practical service design and Strategic design research methods.
This thesis report represents a framework for developing a B2b service brand using research methods commonly practiced in the Strategic design and service design fields. The framework is based on an extensive literature review in branding definitions and a branding expert inter-view. The result of the literature review and the field research, provide important findings to be consider for the case company’s brand’s development.
The entire report is divided in two parts; the literature research framework and the practical fieldwork. The literature research describes the most important findings from branding and the B2b branding context. It explores the backbone of academic marketing theories and how these are linked to the branding service practice evolution. Secondly, it reviews the branding models, opinions and research from practitioners to complete the theoretical framework.
The second part of this thesis study describes practical applications of the already mentioned design fields’ methods, that are being used in present days when developing service brands. It also provides detail explanation the steps taken during practical research with case company and some results. The thesis concludes with an overview of benefits obtained from this re-search for the case company according to the business owner’s perspective and some final comments from the thesis author to be considered for the future in similar research.
This thesis report represents a framework for developing a B2b service brand using research methods commonly practiced in the Strategic design and service design fields. The framework is based on an extensive literature review in branding definitions and a branding expert inter-view. The result of the literature review and the field research, provide important findings to be consider for the case company’s brand’s development.
The entire report is divided in two parts; the literature research framework and the practical fieldwork. The literature research describes the most important findings from branding and the B2b branding context. It explores the backbone of academic marketing theories and how these are linked to the branding service practice evolution. Secondly, it reviews the branding models, opinions and research from practitioners to complete the theoretical framework.
The second part of this thesis study describes practical applications of the already mentioned design fields’ methods, that are being used in present days when developing service brands. It also provides detail explanation the steps taken during practical research with case company and some results. The thesis concludes with an overview of benefits obtained from this re-search for the case company according to the business owner’s perspective and some final comments from the thesis author to be considered for the future in similar research.