BRAND MANAGEMENT & COMMUNICATION

Tasks

1. Scientific reflection: Discuss the key findings of the article and critically reflect on the MSS-approach. What could be potential practical applications? Where do you see avenues for future research?

2. Format of your choice: Apply the MSS technique to a tourism or service brand of your choice. Either use materials suggested in the MSS toolkit or at hand and physically create your own sculpture representing the respective brand. Hereafter (to simplify the process), present your sculpture digitally (format of your choice) and talk or write about your brand associations, knowledge and motivation.

Scientific Reflection

BRAND MANAGEMENT

In the paper “Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors” a new technique, including beside conscious also non-conscious brand experience, which is called multi-sensory sculpting, was developed and analysed.