Branding and New Product Development: A Case of Glemma

Branding and New Product Development: A Case of Glemma

Dennis Damen (Glemma, The Netherlands & Fontys University of Applied Sciences, The Netherlands), Miao Wang (Fontys University of Applied Sciences, The Netherlands) and Tim Wijnhoven (Glemma, The Netherlands & Fontys University of Applied Sciences, The Netherlands)
DOI: 10.4018/978-1-4666-7393-9.ch008


The Glemma case explains brand management of a young startup company located in Eindhoven, The Netherlands. The case describes background, the current status, and present challenge of Glemma. Since the company is still in a very early stage, the management system is not mature yet. Hence, the Glemma case falls into the new product development category in the book. In addition, Glemma was a Web design company in the beginning; they released a universal reservation system on June 2013. Therefore, branding here is not only for Glemma itself but also for the new product they developed. The Glemma team has tried many times with various different approaches. In the early stage, the team really focused on brand image. They took on enormous projects just to deliver a professional image to customers. However, they did not reach their goal. A nice website didn't bring them any customers. Along with their experience, they figured out that brand experience is more important than brand image.
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Setting The Stage

Before Glemma pivoted their way towards the development of a product they branded themselves a company that loved design and technology. They spend countless number of hours in developing the right way of presenting themselves designing multiple logos and keep changing their website. The idea was that the way “you presented yourself towards your audience seemed most important”. The image of the company needed to be right. They used a similar approach for customers.

As a web development company they only had little structure in the approach they maintained. It was a little uncoordinated. The most common approach for most of the projects was to set up a concept. This concept meant a couple of design where the customer could choose from which then got completely developed. Most of the time, this resulted in a lot of changes that had to be made afterwards because the customer was not closely involved in the project.

Technology Utilization

There were several aspects in the development of Glemma that needed attention. Coding was one of them. The code that was used to develop websites was not a standardised way of coding. This let to incompatible code with future implementations. Though they did make use of frameworks they still had a particular way of coding to and tried to create authenticity. The downside was that a lot of code was not reusable and took more time to develop.

Every product that they develop needs to be accessible for multiple people. Unfortunately this was not always the case. Some products were made locally and could only be accessed after sharing.

Another aspect that they worked on was platform independence. A aspect that they already applied because most of the projects were web applications and therefore supported a wide range of devices.

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