| Topic : Brand experience: Inspiring your customers |
|
|
|
Activity:
Question posted: 01 24 2010 02:42:13 +0000,
23 answers, 823 views, last activity
07 06 2010 20:18:08 +0000
|
|
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...
Brand = Product + Place + Promotion + Packaging + People / Price
Product (Brand)
Place (Brand Reach)
Promotion (Brand Image)
Packaging (Brand Evoke)
People (Brand Transporter)
__________________________
Price (Brand Worth)
Amazing answer Manish. Thanks a lot. :)
BRAND EXPERIENCE- When the derived utility always scores above the preceived utility, on every usage, that is a POSITIVE brand experience. A NEGATIVE brand experience results when the derived utility is less than the perceived utility.
Brand present favorite products for customers.people are willing to aceepte it .as wife or husband.
Brand present favorite products for customers.people are willing to aceepte it .as wife or husband.
ni-mh battery present new engery welcomeing,useing in electric products is more competitive than else battery ,Unitech battery limited is manufacturer of ni-mh battery ,and lithium battery ,Nick zhang ,mobil:+8613823384049 ,email/msn: zjh84092017@live.cn
. Unless, of course, the orange happens to be a Sunkist, a name eighty percent of consumers know and trust. -Russel L. Hanlin, CEO, Sunkist Growers
Dear Jayant, Thanks for being here!! :)
Yes, very aptly put!! And as I understand it, its purely from the perspective of 'after utility' of the product particularly because of the social media network that you have mentioned. Thanks once agin, though I did miss you and Jayagopal both on the Qualification v/s Talent debate totally. :)
Jayagopal, thanks for being here :)
The experience has to do with a connect that is sure. emotional or rational dewpends on the positioning and the strategy of the brand. Is it before or after you have tried the product??
Dear Makarand,
Almost most of the things are said here....
Anyway, the concept of brands has envolved over time, from a pure product-based understanding towards an understanding based on relationships that brands build with their customers. In today's competitive world, where product differentiators are easily replicable, the emotional bonding between customers and brands takes centre stage.
Brand Experience involves many things & I would like to highlight one such thing. In the era of internet, audiences should be allowed to have a say in brand development where they can take ownership in the resulting brand position. Marketers can more quickly identify brand champions who can help gain consensus on the brand position. With input from audiences, marketers can be confident that the brand’s attributes better resonate with its target market and with the organisation behind the brand......
|
|
Managing customer expectations is important, exceeding them is critical. Many customers only... |
|
|
1125 referals
25 votes,
620 views
|
|
|
Can advertising contribute directly to brand equity and, if it can,how much value advertising... |
|
|
0 referals
22 arguments,
338 views
|
|
|
Which approach should global brands follow: Strateegy 1: The brand should follow be first... |
|
|
0 referals
9 arguments,
436 views
|
|
|
|
|
|
|
|
|
Organization Development (OD) is a process of improving Profitability, Productivity, Quality of... |
|
|
134 referals
4 answers,
57 views
|
|
|
As I know, Business model is about what a business does and how it makes money. Business Model... |
|
|
21 referals
0 answers,
0 views
|
|
|
Manytimes i is seen that people come with great ideas but stop as they dont have money to... |
|
|
0 referals
2 answers,
10 views
|
|
|
|
|
Very interesting read indeed!! Its getting to be scary living in this digital world... |
Dear Mr. Kanojia you should have ideally been on the other side of the argument!! Ideally I would have liked this in an ideation platform and not a comparitive deabatable platform. Digital Media is too nascent to be compared. The only thing that even... |
I agree with Jayagopal!! Till such time as the novelty of the media exists, people will flock. There is no margin to define the success rate for this media yet except for the phenomenal reach that it affords. The full impact of this media is a measure... |