Sleep as a service by Emma - the sleep company: building brand identity and service development for Emma rent

Abstract

The work project explores if there is a market for "Sleep as a Service" in Germany to create a profitable and sustainable revenue stream for the mattress company Emma. After both qualitative and quantitative research has been conducted, the mattress renting model Emma Rent was introduced. For this service, a marketing plan and communication campaign were developed and to provide further detail, the individual assignment focused on the brand identity, including delving into the brand elements that comprise it, and the first component of the marketing mix, the product, namely the service that Emma Rent offers. Finally, a roadmap for the future of this service was developed.