| Topic : Brand experience: Inspiring your customers |
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Activity:
Question posted: 01 24 2010 02:42:13 +0000,
35 answers, 1112 views, last activity
10 14 2011 03:52:21 +0000
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As can be seen brands can be seen in a number of different lights - as relationships, as personalities, as an image, as a set of values.
These are philosophical views of the brand. For the brand to work consistently and successfully the brand as a whole has to work for the customer from start to finish. We describe this as the brand experience.... The brand can be considered as a set of experiences. A product such as a chocolate bar contains a set of promises and experiences. The experience is how the product design works for the consumer. The way it not only tastes, but the way it feels and looks. However this is not the full brand experience. The brand experience starts before consumption. It includes the way we experience the promotions for the product, where the product is bought, the opening of the wrapper, after sales service and the website. All contribute to the brand experience. A useful metaphor is the brand as a journey. Strong brands ease and signpost the journey and deliver what is promised by managing the brand experiences......... (http://www.dobney.com/Strategies/brand_experience.htm)
Thats the BRAND EXPERIENCE. It is indeed the core values that the brand represents till such time the consumer bites into it, literally. Brand Experience involves a lot of criterion where any INTERACTION with the brand that would eventually lead to the product that it stands for is being actually sold is called the 'EXPERIENCE'. Brand communication, Telecallers, Sales personnel, packaging, Customer Service, shop floor execs, after sales service, all form a part of this BRAND EXPERIENCE and if I may even call it a BRAND JOURNEY!!
Strategy in identifying the core group to target, how to get them to EXPERIENCE and eventually utilise the brand and its products lies totally in the ROUTE that is being taken to showcase this brand. Its appeal lies in the fact of the values and emotions the brand exhibits that need to appease the sensibility of a buyer and when the buyer bites, its the word of mouth that carries the values and emotions to other similar or like minded buyers. Its a beautiful RELATIONSHIP experience!
Thsis is what I feel a BRAND EXPERIENCE is all about. Colleagues, please come forth and try to get me to understand if I have missed something here!!
The Brand experience is by-
1) word-of- mouth
2) outcome indicator
3) something unforgetable..
4) where customer finds a meaning...
5) that helps evolution of a new product...
6) a design excellence...
7) A reputation for communicating.. I believe...
Ujval! Well said ... Relationship.. that is what makes the experience wholesome! Thanks a lot for such simple words that are very meaningful! :)
What i could feel over this..in shortest terms...its a close relationship...between humans and an other "something"--in business terms-"an other" of some commercial value...
Thanks Makrand sir for positive feedback.
I can understand exactly what you mean and I am grateful for your valuable contribution! Thanks a lot Virag!
Makarnd sir, Everything is already covered in above mentioned all comments. So, i would like to share here something different point of view which is indirectly connected with consumers and their brand experience.
Now a days majority all brands are approaching to "Mass People" , so those mass people have different experience and difficult to analyze it. The day was gone where niche market exist and we could getting specific experience from consumers.
And, however brand suppose targeting to specific group or segment, still non-target consumers are using that brand.So, automatic problem is create and company can not judge rightly that what brands response. Ultimately, company will get both response toward brand positive as well as Negative.
Thanks sir.
In todays world what connects you to people is purely the way you elicit a response! if you have the correct methodology in terms of the need that you wish to express and know, your responses will be the way you need them. I am a proactive person by nature, responses are a nature of my understanding!
thanks once again Srinivas
A different dynamic to the experience Vishwa!! Thank you very much for your participation.
Brand Experience,is a vital learning stage for a company,Where in The mistakes makes the most of it to;Learn the market & predict the choices of the Customer,focusing on the stability & the deliverance of quality.
Mr. Makrand Bhave, it seems you are so responsive. Thank you very much for the kind of response. Gr8.
Srinivas, you just dazzled me with this answer!! Thanks a lot for taking the pains to ensure that people understand the experience in its true form. Fantastic!!
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