THE POWER OF BRAND DEVELOPMENT: Leveraging Branding to Effectively Engage Customers

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Author
Pondolfino, Amy
Jofre, Ana; First Reader
Lizardi, Ryan; Second Reader
Keyword
customer engagement
customer brand engagement
branding package
Date Published
2020-12

Metadata
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URI
http://hdl.handle.net/20.500.12648/1616
Abstract
This paper explores the relationship between brand development and customer engagement. Customer brand engagement and customer engagement theories and models are examined through existing literature. Concrete steps to advance customer engagement are identified. Artifacts are created as part of a comprehensive branding package to guide a children's museum, Oneonta World of Learning (OWL), through their branding process.
Citation
Pondolfino, A., & Jofre, A. (2020, December). The power of brand development: Leveraging branding to effectively engage customers: A master’s thesis presented to School of Arts and Science, State University of New York Polytechnic Institute, in partial fulfillment of the requirements for the Master of Science Degree. Information Design and Technology Program, College of Arts & Sciences, SUNY Polytechnic Institute.
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