Experiential Branding

Chapter 21• Experiential Brand Ch21 Experiential Brand

Marketing Aesthetics• Aesthetics play an important role by appealing to the customers through a number of sensory experiences.• This is true for not only high fashion luxury industries but for any organization• Aesthetics provide a point of differentiation Ch21 Experiential Brand

Phases of Marketing1. Marketing begins with product providing various benefits through a number of attributes, e.g. Colgate for tooth-decay prevention2. Second phase, bundle of benefits to positive associations3. Third phase, attention to sensory element of the brand which together constitute its identity Ch21 Experiential Brand

Philosophical and Psychological Aspects• Philosophically, aesthetic value is provided by objects as they process certain structural characteristics that appeal to people of objects is on account of referentiality• By functionally as symbols that invoke pleasing things in mind Ch21 Experiential Brand

Advantages of Aesthetics1. Experience become the key selling points aesthetics creates loyalty2. Brand commands a premium3. Allows brand to stay in clutter4. Can not be copied easily5. Increases productivity Ch21 Experiential Brand

Brand- An experience• A brand is viewed as an experience• Much more than functionality• Tata represents trust of people, crossing the functionality of Tata Products• Customers form an emotional bond with the brand through a history of experience Ch21 Experiential Brand

Brand Experience is created by…A. Personalization of transactionB. Surprise elementC. Charge to participateD. Customization opportunityE. Product is used as an accessory to an eventF. Engage the sense Ch21 Experiential Brand

Experiential Marketing Brand Experience Relationship Sensory Feeling Thinking Action (e.g. family ( Sight, (e.g. Mickey (Corporate (e.g. Nike) Groupsound etc) Mouse) Campaign) Relations) Ch21 Experiential Brand

Experience• A consumer experience is the sum total of interactions that a customer has with the organization –its people, products and processes-from the moment he becomes aware of the organization• In a business where the competition is product-based services are offered as the differentiator Ch21 Experiential Brand

Summary• Aesthetics play an important role by appealing to the customers through a number of sensory experiences• A brand is viewed as an experience• Much more than functionality• Brand experience is summation of sensory, feeling, thinking, action and relationship Ch21 Experiential Brand

Experiential Branding

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