The
aim of this case study is to explore whether, and if so how, digitalization
adds value to the perceived brand experience. We interviewed four people for
this pilot study, two of them representing the provider side of the brand, the
Alvar Aalto cultural route and two representing the prospective visitors to one
of the destinations along the route, the Ironworks Village in Kauttua, in
Finland, with its two sites, the Terrace House and the Jokisauna. Many of the
benefits of the digitalization of the brand were discussed through reflections
on the empirical accounts of the informants that included the brand equity
dimensions: brand awareness, brand associations, brand quality, loyalty and prospective
digital value. A forthcoming study will focus on the digitalization stage of
the brand and the perceptions of prospective visitors will be gathered more
widely by way of a survey instrument