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Springer awards „BestMasters“ to the best master’s theses which have been completed at renowned universities in Germany, Austria, and Switzerland. The studies received highest marks and were recommended for publication by supervisors. They address current issues from various fields of research in natural sciences, psychology, technology, and economics. The series addresses practitioners as well as scientists and, in particular, offers guidance for early stage researchers.

Jörg Sesselmann

Empowering Brands with Customer Integration Classification, Benefits and Success Factors

Jörg Sesselmann Berlin, Germany

BestMasters ISBN 978-3-658-11638-5 ISBN 978-3-658-11639-2 (eBook) DOI 10.1007/978-3-658-11639-2 Library of Congress Control Number: 2015952641 Springer Gabler © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, speci¿cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on micro¿lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a speci¿c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media (www.springer.com)

“Any customer can have a car painted in any colour he wants, so long as it is black.” – H. Ford, 1909, (Ford, H., 2005, p.33)

VII

Preface

Marketing studies tell a lot about how brands can thoroughly manage and “influence” their perception by customers and audiences through brand communication and experience. However in the age of the empowered customer, brands might not necessarily succeed by tightening control but by loosing it. While respecting established concepts, marketing professionals and researchers need to constantly develop innovative strategies to create value for both brands and customers. My master thesis explores the trend of customer integration and the value it can create. I feel honored and lucky that it is now widely available as a book. I’d like to thank Prof. Dr. Baumgarth and Prof. Dr. Boltz for inspiring and overseeing my master thesis as well as Prof. Dr. Kreutzer for recommending it to the Springer BestMasters program. I’d a