Establish brand value to develop a marketing strategy that will enhance customer experience at Aiimi Ltd, London, for 2015-2016.

Student, A. (2015) Establish brand value to develop a marketing strategy that will enhance customer experience at Aiimi Ltd, London, for 2015-2016. Undergraduate thesis, University of Chichester.

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Abstract

The aim of this management project was to gain an improved understanding of how
organisations can establish brand value to develop a marketing strategy that will enhance
customer experience in the EIM industry. This was to improve Aiimi’s knowledge of
customers in order to deliver a thorough marketing consultancy to their customers. The
research, therefore, aimed to develop on current theoretical understanding of brand value
and customer experience from the organisational review. It was concluded that a limited
understanding was present when applied to Aiimi.
Key themes within the research included branding, the decision making process, customer
loyalty and marketing strategies, all applicable to Aiimi. These concepts were selected due
to the previous theoretical findings highlighting that these were all crucial when adopting a
marketing strategy.
The data analysis explained numerous research generalisations and theoretical findings
whilst tailoring the outcomes to best suit Aiimi Ltd.
Overall this management project provides the basis of a thorough understanding on how
brand value can aid marketing strategies development, whilst enhancing customer
experience. Furthermore, due to the outcomes of the research there is scope to continue
with future research development.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
Divisions: Departments > Business School
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:07
Last Modified: 11 Aug 2015 10:30
URI: http://eprints.chi.ac.uk/id/eprint/1471

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