A multi-phased FQFD for the design of brand revitalisation

Abstract

This study adopts a quality function deployment (QFD) model combining Keller’s brand knowledge to generate a brand revitalisation model for offering a remedy to cure and activate old and mature brands. To address the uncertainty and vagueness of consumers’ opinions, this study evaluates the consumers’ needs for QFD through a fuzzy analytic hierarchy process (FAHP) method. Moreover, most research assumes that attributes are independent; however, brand knowledge and brand management techniques possess the problems of interrelationship and interdependence among attributes; thus, this study utilises the fuzzy analytic network process (FANP) method to solve these problems. The advantage of the proposed analytical model is that it adds quantitative precision and fine-tuning to an otherwise qualitative decision-making process, and it can determine the current problems of brands, making old and mature brands to be energetic and powerful. Hence, by utilising this fuzzy QFD model, the case company will maximise the lifetime values of its customers by meeting customers’ needs exactly and thus rejuvenate its brand.