Exploring the Brand Experience of Recoletos Education

Abstract

This interpretative phenomenological analysis explores the brand experience of Recoletos Education in the Philippines. Two levels of interpretation are generated: those of the participants who make sense of their brand experience as lived experience and those of the researcher who makes sense of the participants’ interpretations. The four participants chosen via life history homogeneous purposeful sampling have at least 25 years of connection with a Recoletos school. Validated transcripts from in-depth interviews reveal the participants’ convergent and divergent interpretations of their brand experience. Inspired by scriptural narratives, themes insinuate the evangelizing dimension of Recoletos Education as a Catholic school brand. Finally, they also bring about correspondence with brand attributes, synergy and strategy, brand experience dimensions, and brand challenges, respectively, as they also, at the same time, comprise and reveal the single overarching theme: the key elements in the brand landscape of Recoletos Education.