Sander van Meurs’ thesis about the role of brand utilities on building strong and sustainable brands.

From February till June Sander van Meurs followed an internship at Lab1111 and wrote a thesis about the role of brand utilities on building strong and sustainable brands. Because we believe in long-term relationships between brands and consumers, we thought it could be an interesting thesis for Sander and us as well. He wrote his thesis with great dedication and we would like to share the summary with you fellows. It’s partially based on the Brandprogramming communication models, supplemented with theory and insights from interviews with experts and brand owners like Philips, Heineken, Vodafone, and UPC.

As a strategic instrument brand utilities can contribute to improve the consumers brand preference, brand perception, loyalty and conversion. Thanks to an owned media platform the reach of the brand utility grows organic and can be boosted by paid and earned media. A higher use frequency of the brand utility showed in research substantial positive effects on all mentioned brand effects. Want to know more?

Download the summery of the thesis here and share your reactions.