PART FIVE:

The key touchpoints for visual communication.

The brand touchpoint wheel is an effective way of assessing where a brand is performing well and where it could perform better. It assesses the components of pre-purchase, post-purchase and purchase in relation to a specific brand and focusses on the customer experience throughout (Lee et al, 2013). Any brand can use the brand touchpoint wheel, for example Nike. The pre-purchase experience includes website and advertisements, which Nike performs well at. Its website is very extensive, and the running shoes, for example, have detailed information that performance runners would like to know (Nike, nd). In addition, Nike advertisements persuade potential buyers that Nike is the best brand for what they are looking for. The purchase experience includes product performance, which is important for Nike to do well. As a sports brand, the performance of Nike’s products is an essential feature, as a poorly performing shoe will deter customers from returning and will push them toward the competition. The post-purchase experience is just as important but can sometimes be neglected by brands who think the customer experience ends when the product is purchased. Quality and customer service is very important for any brand, as a poor-quality item is less likely to be bought again. For example, if Nike made a running shoe that wore down in two months, it would get a bad reputation.