Exploring the Brand Experience of Recoletos Education: An Interpretative Phenomenological Analysis

Abstract

This qualitative research using interpretative phenomenological analysis (IPA) explores the brand experience of Recoletos Education in the Philippines. Two levels of interpretation are generated: that of the participants who make sense of their brand experience as lived experience and that of the researcher who makes sense of the participants’ interpretations. Validated transcripts from in-depth interviews reveal the participants’ convergent and divergent interpretations of their brand experience. Rigid thematic analysis helps construct a master table of themes with four superordinate themes expressed through metaphors: the house on rock, the shepherd with his flock, the good fruit, and the strong winds and the big waves, and these, in turn, correspond to brand attributes, synergy and strategy, brand experience dimensions, and brand challenges, respectively. Finally, these themes reveal and comprise the single overarching theme: the key elements in the brand landscape of Recoletos Education.