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This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications. .

Customer relations. --- Branding (Marketing) --- Brand name products --- Marketing --- Advertising --- Business --- Public relations --- Consumer affairs departments --- Customer advisory boards --- Relationship marketing --- Branding (Marketing). --- Multimedia systems . --- Economics—Psychological aspects. --- Branding. --- Media Design. --- Economic Psychology. --- Computer-based multimedia information systems --- Multimedia computing --- Multimedia information systems --- Multimedia knowledge systems --- Information storage and retrieval systems --- Economics --- Psychological aspects.

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications. .

Development aid. Development cooperation --- Economics --- Product strategy --- Advertising. Public relations --- Computer. Automation --- merken --- economie --- landbouw