Mid Sweden University

This thesis aims to provide a conceptual link between Brand Theory and transformational experiences. To be precise: Which role brand identity constructs play in building transformational experiences. This will add to the general understanding of transformational experience marketing. The research fields of experience marketing and Brand Theory offer a great array of studies producing a surplus of theories. The findings in the theoretical chapter should lead towards a connection between both research fields. Thereby this paper is deductive in nature. For this empiric data was collected to supplement these conceptual links. This was done through a case study that has been chosen and analyzed to identify its transformative value to serve as an reference point to establish links between brands andtransformational experiences. Part of the case were a series of interviews with participants of the chosen case. The findings suggest that a brand can fulfill various functions to supplement transformative experiences. For once, a brand can serve as a reference point to develop experiences as a product portfolio extensions. Its biggest potential lies in its role as a catalyst for customizing experiences towards the consumer through its brand associations. This role immediately alluded to the next one. As transformative experiences can help a consumer to get closer to their desired self-image, brands serve as a reference point to infuse these experiences with activities that are based or inspired on brand associations. In conclusion, a brand’s role in transformational experiences lies in being a potential access point forcustomers, and a content giver to activities and shaping them into a unique experience that speaks to the customer on an