Individual Assignment (Case Analysis)
The evaluation of crucial brand touchpoints for
VTNZ
Module: MKTG802 Strategic Marketing- Brands, Products and Services
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Date: 18/06/2020
Brands are evaluation and cognition of people to a company or its products, after-sales
service and cultural value, as well as a kind of trust. Therefore, a good brand image can
promote sustainable development and create tremendous value for companies. In general, a
product has a life cycle, and a brand is the result of the long-term accumulation of the
enterprise’s products in customers. Therefore, improving the customer experience of the
product enables the target and potential customers to contact the brand frequently, and then
influencing their purchase behaviour. Customer experience refers to the change of customer’s
affective, cognitive and behavioural responses to products or brands after experiencing the
journey of brand touchpoints on the stage of pre-purchase, during a purchase, and post-
purchase (Sultan, 2019). Hogan, Almquist and Glynn (2005) point out that brand touchpoints
are a primary source of customer contact with a brand, conveying information and building
relationships with customers. VTNZ, which is a New Zealand-based chain of vehicle
assessment, safety inspection, vehicle maintenance and driver road testing services, interacts
