Applying theory of branding synergy on consumer experience and spatial design: A case study

Abstract

This paper explores the possible application of branding theory in design practice with the objective of researching the methodology of knowledge transfer to the subject. The focus of the paper is on retail interior design. An experiment was conducted to create a synergy by combining two established brands, creating a unique experience and space. This involved a deep understanding of the brands and their customers, whilst also challenging convention and predictable solutions. The experiment involved choosing two well-known brands based on their brand personalities and possible outcomes. The two brands provide different customer experience, products, services, brand image and suggested lifestyles from each other. By exploring the possibilities of the joint venture, new ways of operation and potential new customer groups are established. A case study was used to demonstrate this experiment and the possible outcomes.