Bachelor Assignment

Amstervan is a start-up established by Manon de Beer & Tom Kooijker in 2022. They convert Renault Trafic vans into trendy, handcrafted campervans. Amstervan utilises design in every aspect of their business, as well as using design to create a competitive advantage, making them a design-led business. Currently, Amstervan is nearing the end of the initial product development phase and want to shift their focus more towards growing their brand. Using a customer-based brand equity model by Kevin Lane Keller this thesis aims to pinpoint in which phase of creating brand equity Amstervan is currently located, using this information as a foundation to ideate new strategies to create a deep, broad brand awareness.