User Experience Is Brand Experience The Psychology Behind Successful
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
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Felix van de Sand Anna-Katharina Frison Pamela Zotz Andreas Riener Katharina Holl
User Experience Is Brand Experience The Psychology Behind Successful Digital Products and Services
Management for Professionals
The Springer series Management for Professionals comprises high-level business and management books for executives. The authors are experienced business professionals and renowned professors who combine scientific background, best practice, and entrepreneurial vision to provide powerful insights into how to achieve business excellence.
More information about this series at http://www.springer.com/series/10101
Felix van de Sand • Anna-Katharina Frison • Pamela Zotz • Andreas Riener • Katharina Holl
User Experience Is Brand Experience The Psychology Behind Successful Digital Products and Services
Felix van de Sand COBE GmbH München, Bayern, Germany
Anna-Katharina Frison Technische Hochschule Ingolstadt Ingolstadt, Bayern, Germany
Pamela Zotz COBE GmbH München, Bayern, Germany
Andreas Riener Technische Hochschule Ingolstadt Ingolstadt, Bayern, Germany
Katharina Holl COBE GmbH München, Bayern, Germany
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-030-29867-8 ISBN 978-3-030-29868-5 (eBook) https://doi.org/10.1007/978-3-030-29868-5 Original German edition published by Springer Fachmedien Wiesbaden GmbH, Wiesenbaden, Germany, 2017 # Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms 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 specific 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, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: eStudio Calamar, Berlin This Springer imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
Customer preferences and values are going through severe changes: A recently published study named “Enabling The Good Life” (SB Insights & Harris Poll, 2017) reveals a shift in c
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