Brand experience is a unique construct for a holistic and successful marketing s

Posted by SharonEvans on August 17th, 2012

Brand experience is a unique concept that encompasses feelings, sensations, behaviors, and cognition that is evoked by a stimuli related to the brand (e.g. Brand marketing) in order to fortify its presence, create value and appeal to the market and expand the company’s lead generation practices and overall appeal to the masses.  Brand experience is not a passive concept but activates the interest of the market and engages them to act on a specific goal. Through effective brand marketing, it is possible to ensure effective customer satisfaction, brand loyalty and brand association.

One of the key aspects to address when it comes to brand experience is the process in which the customer can experience the brand. More specifically, how can those people who are not yet aware of the brand relate themselves to the brand’s philosophy and vision? In the last few decades or so, we have seen studies relating to these topics and more, trying to make sense of how brand experience can help position the brand to the market. While there are numerous studies established focusing on this topic, actual measures and conceptualization tools have not been created.

A lot of companies in the brand marketing industry are drawn to the unique concept of brand experience. A lot of practitioners have already realized the relevance of this concept in developing solid and in a way, sustainable marketing strategies. a lot of academic and professional documents and articles have already been written as well as studies analyzing experience measurements since it is quite difficult to create a comprehensive data since there are different interpretations to human purchase and the effect of brand experience can be direct or indirect and the measure of how effective they are can still be very tricky to assess.

Another factor that is unique about this concept is that compared to other brand constructs, experience construct is not directly associated with specific disciplines like sociology, or psychology. In a way, we can assume that experience is a collective system of numerous disciplines that address aspects of management, philosophy, psychology and marketing. If you take a look at brand experience, the whole process is unique and enticing, appealing to any company. As such, it is also a complicated process that offers a wide range of opportunities to explore marketing in a whole different level. Businesses who are yearning to take advantage of this concept should definitely take some time to review companies who can offer top notch marketing services.

Businesses should also take the time to define and assess the relevance of experience marketing by reviewing the market and by implementing the necessary market research strategies. This way, it is possible to analyze how experience can affect attitudes, judgments as well as other crucial aspects of consumer behavior. Ultimately, the goal of any company is to ensure that all marketing strategies can help increase consumer satisfaction and loyalty. Brand experience is all about expanding horizons and utilizing unique measures and methodologies in order to create a holistic, reliable and competitive marketing strategy.

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