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Doctoral Thesis Defence: Mauricy Alves Motta de Filho

Mauricy Alves Motta de Filho is set to defend his PhD thesis ”Designing for Brand Experience. Operationalizing a Service Dominant Logic Approach to Branding through Service Design” at AHO on Thursday 22nd of June 2017.

Trial lecture 10.00 Discuss the implications of service design, in theory and practice, when applied for strategic innovation purposes within an organization.
Disputation 12.00 Disputation 


Despite the acknowledgment that brand value emerges from the customer’s experiences, little attention has been given to the development of brand-based service interactions. On one hand, service design teams are not equipped with adequate information about the brand experience the brand wants to deliver; on the other hand, branding and marketing teams rarely focus on the development of the interactions through which the customers experience the brand. 
This thesis aims to bring Branding and Service Design together, through the Designing for Brand Experience framework. It proposes a brand-informed approach to Service Design, and at the same time, a customer-experience approach to Branding. In this way it provides an important bridge between the two fields of Branding and Service Design, and does this at both the theoretical and practical level. 

​Mauricy Motta-Filho

Mauricy Motta-Filho has a M.Sc. in Business from the Federal University of Pernambuco (Brazil), and holds a B.A. in Design from the same institution. His research interest is centred on the intersection between Branding, Service Design and Service Dominant Logic.


Professor Simon Clatworthy, Institute of Design, AHO

Adjudication Committee

Associate Professor Nicholas Ind, Kristiania University College, Oslo. First opponent.
Researcher, PhD, Katarina Wetter Edman, Örebro University and County Council of Sörmland, Sweden. Second opponent.
Associate Professor Peter Hemmersam, Institute of Urbanism and Landscape, AHO. Third Member and Coordinator 



Date: 22. June, 2017
Time: 10:00 am - 4:00 pm

Venue: AHO, Auditorium Sverre Fehn A2
Address: Maridalsveien 29, 0175 Oslo

Contact: Rådgiver Reidun Høydal