Brand New – Brand experiences of employees and customers as a resource for renewal

The Brand New-project aims at developing a comprehensive and multidisciplinary approach to understand dynamic construction of corporate brand image from the perspectives of personnel, customers and management. With the dynamic, constructive and multilevel approach on corporate and personal brand image researchers will challenge traditional top down view on brand management both in business practice and scientific debate.

Aalto ARTS focuses on the role of employees as brand ambassadors in service encounters, and on humane digital channels. The research approach leans on co-design and setting brand experience goals based on the corporate identity.

The multidisciplinary consortium consists of researchers from VTT, Aalto ARTS and Hanken with international partners. The participating organizations include RTV Corporation, Skanska, Workspace, Tapiolan Lämpö, The Real Estate Employers and The Finnish Real Estate Management Federation.

The project started in the beginning of 2015 and will finish in the end of 2017.

Contact in Aalto University: Virpi Roto

Project website

NordiCHI workshop October 24, 2016: Experience Design for Multiple Customer Touchpoints

Brand New main picture