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

      Jofre, Ana; Pondolfino, Amy; Jofre, Ana; First Reader; Lizardi, Ryan; Second Reader (SUNY Polytechnic Institute, 2020-12)
      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.