The document discusses the intersection between the experience economy and branding from a strategic perspective. It defines key concepts like experience and experience economy, emphasizing that experiences should be remarkable and allow customers to interact and engage with memorable feelings and values. It also explores how branding can become the experience, and discusses experience economy as a strategic parameter for organizations to reach their objectives through innovative experiences that appeal to target audiences.

1. Studieopholdsopgave by Kenneth Cortsen MBA & Ms. Sc. in Business Economics The Intersection between Experience Economy & Communication – a branding perspective

9. The history? videncenter for turisme og oplevelsesindustri

10. What is it? videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999)

13. The progression of economic value videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999)

14. NOW: Selling experiences!

20. Coca Cola & Happiness

23. Part of the Game

28. Fine & expensive chocolates .... Design vs. Chocolate Company?

32. Key Experiential Providers (ExPros) Visual/Verbal Identity & Signage Co-branding Communications Product Presence Spatial Environments Experience Providers Web Sites & Electronic Media People “ We need a way to create the “strategic experiences” * Tactical Implementation Components

34. Things happen when people buy  pressure to buy! Flying Fish

35. Walking inside a MAC computer  can play w/ all products  sell more Effect of popular culture

37. Be a beer bottle

43. More than a club 

45. A unique dining experience

46. Engaging World of Sports

47. Engaging World of Sports

50. Doing business purely based on experiences!

51. Conclusion videncenter for turisme og oplevelsesindustri Knowledge about experience economy facilitates a platform for progression and drive  Formal knowledge is not enough! Experiences = Platform for making money