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
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Abstract

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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