The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic (Vargo and Lusch, 2004). One of the key foundational propositions of this logic is the customer as "always being a co-creator of value" where "the brand becomes the experience" (Prahalad, 2004). In this paper, the authors examine the concept of brand relationship experience in the context of co-creation and service-dominant logic and outline a conceptual model for designing and managing the customer experience. Case study research illustrates how this model helps in the design and management of the brand relationship experience for an innovative new product.

is Professor of Brand Marketing at the Cranfield School of Management in the UK and is a consultant to a number of multinational companies including McDonald's, Levi Strauss, DiverseyLever, BT and the Ocean Group. Upon graduating, he followed a career in the marketing of international brands with Unilever plc in a number of senior marketing roles in both detergents and foods. Since joining Cranfield, Simon has published over 60 papers on branding and customer purchasing styles and is a regular speaker at international conferences. He is a Director of the Cranfield Centre for Advanced Research in Marketing in the School and is currently leading a research team on Customer Relationship Management. He is the co-author of the book, "Competing on Value" (http:/www.competingonvalue.com), published by FT Pitman Publishing in the UK, Germany, China and the USA, and "Creating a Company for Customers", FT Prentice-Hall, in the UK, India and Brazil.

No abstract

No abstract

Bradford Scholars -how to deposit your paper Overview Copyright check• Check if your publisher allows submission to a repository.• Use the Sherpa RoMEO database if you are not sure about your publisher's position or email openaccess@bradford.ac.uk.