By J????rg Sesselmann
Jörg Sesselmann offers the 1st complete advisor to consumer integration from a branding standpoint. the writer establishes a type of the gigantic panorama of co-creation, co-design, co-production, interactive worth construction and mass customization and evaluates merits and good fortune elements for manufacturers. He presents perception into top case stories from the short nutrients, clothing and toy in addition to functional implementation checklists and directions. The ebook presents thought-provoking impulse for advertising and marketing, model administration and process execs in addition to for researchers, academics and students.
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Extra info for Empowering Brands with Customer Integration: Classification, Benefits and Success Factors
26). Shopping products like clothing or furniture are both higher on risk and effort and are thus carefully compared and evaluated before the purchase (cf. 26). Considering that in both preference and shopping product classes, customers are involved with and reflect brands during the purchase process, it can be assumed that they will also be likely to engage in customer integration with these brands. Due to this important role of brands during the purchase decision process, effects on brand equity are especially valuable in these classes (cf.
88). Customer integration in the configuration phase is a very popular concept. Thus it will not be included into the classification matrix as a subcategory of production but as a main category preceding production. The production phase in the matrix will consequently refer to the manufacturing and assembling of products only. Customers can also be included into the marketing phase, collaborating in the pricing, communication and sales of products and services as well as in the overall brand management.
D. a). In summary, McDonald’s “Mein Burger” can be described as a particularly successful case of customer integration in design and marketing in terms of benefits for brand awareness, associations, attitude, attachment and activity. This is underlined by the fact that the project has since been repeated in two consecutive years. 2 Evaluation of Macro Success Factors McDonald’s brand identity is described by the McDonald’s marketing department as open, approachable and fun: “[…] a restaurant […], where you can go to as you are, and simply, where you have fun […]”4.