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"Brand Experience Mapping
for Brand Alignment"
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In order to create an effective brand experience, marketers must know how the current brand is delivered across customer touch-points. Service characteristics must be communicated so that employees, customers and managers alike:
-- know what the service is,
-- can see their role in its delivery, and
-- understand all the steps and flows involved and how the brand is expressed and strengthened in the service process.
Brand Experience Mapping is one tool to facilitate the process of delivering a customer experience that enhances the brand.