Barbie Interactive
Experiential Branding: The use of five senses to build brand equity
What brand experience and experiential branding?
Brand experience can be seen as sensations, feelings, perceptions, and behavioral responses evoked by brand-related stimuli. How powerful the experience is, the stronger the brand impression. Brand Perception also affects consumer satisfaction and loyalty, but may mark to sell products at a premium and create competitive barrier to entry.
Experiential learning is a process of branding and what brands to drive sensory interaction with customers in all aspects of the brand experience to emotionally affect their preferences and actively shape their perception of the brand. Interactions involving communication, space for the brand and product and service elements. These elements work together to influence brand equity.
How to build brand value brand experience?
The combination of all interactions with communication, space for the brand and product and service elements, makeup of a customer's brand experience. The customer will then form a brand evaluation and perception based on these interactions. This is what builds brand value in the mind of the consumer, and it is composed four key dimensions: differentiation, relevance, appreciation and knowledge. Different methods of experiential branding impact various dimensions of brand equity, carefully should be considered by marketers or brand managers in the use of these methods.
In this article we discuss the four dimensions of brand equity, and provide concrete examples experiential learning branding for everyone to discover how this creative branding activity can be successfully used.
Differentiation: Observed distinctive character of the mark
Differentiation is a brand is able to separate from others, and consumer choice, preference and loyalty to win. It is the extent to which the consumer a unique brand. A fascinating and memorable brand experience to attract customers' attention and maintain their interest and therefore contribute to brand differentiation.
In recent years, companies like Nokia, Apple, Barbie, and Gucci have opened flagship stores in China to more consumer-brand interaction opportunities. The newly built Barbie store in Shanghai is a 6-floor megastore with a spa, design center, a cafe and interactive activities designed for girls. It was a hot spot in Shanghai very fast, with thousands of girls are now visiting the store every day. The experience gained by the Barbie brand shop will undoubtedly meant to distinguish the brand from others.
Flagship stores are a way that companies can come and interact with customers to participate in the experiential branding. They are also places to display limited edition products and unique service experience, that the companies' culture and to communicate brand values in a way that traditional media can not.
Relevance: Personal suitability mark
Relevance refers to how a brand is meaningful to their target consumers. Relevant brands are both fit and attractive. And growing niche brands may choose to focus first on differentiation and then by relevance, while leading brands will excel in all four dimensions.
Adidas Brand Center in Beijing is both experiential and meaningful to customers, so it contributes to the brand relevance. The mall offers a variety of interactive areas including miCoach Core Skills, the recently launched miOriginals, mi adidas, a juice bar, a special 'Urban' area for exhibitions and events, a basketball court on the roof, a reception and a children's area. As you can see, there are products and interactions offered for different target markets Adidas' segments, so that the customer experiences the brand Adidas are very relevant.
Esteem: Focus on the mark
Esteem measures the extent to which groups a mark of respect and esteem, in short, how well it's fun. If companies larger and more mature, self-esteem will make more and more important. Today, companies often use indirect methods of experiential branding the brand to build self-esteem. One way to do this is through the Internet and social networking websites.
With the recent popularity of social networking services (SNS) such as Facebook, Twitter, Kaixin001, Renren, and much more progressive companies bring their brand unobtrusively on the pages, games, and items from these sites. SNS websites are a new media, more interaction with users. In the first half of 2009, Kaixin001 popular SNS China with over 83 million registered. Brands, media agencies and organizations have used different approaches to connect with the community and targeting netizens. An impressive and representative case Lohas juice. It successfully promoted its brand SNS in the popular game "Kaixin Garden". Through this interactive game, the juice brand not only promotes its products, but also portrays a lifestyle and an attitude that the customers' brand experience influences.
Knowledge: understanding of what the brand stands for
Knowledge determines whether a correct understanding of what a brand stands for. Reputation is a sub-component of knowledge. The level of brand knowledge is a signal of the past performance of the company, and a basis for further development it. Positive and accurate perception of the brand among target consumers results in brand loyalty. It is not enough for a brand to tell consumers what their brand means, they have shown, and what better way to do this than through brand experience.
This is what Nokia does with its worldwide customer service and experience in Shanghai, opened in August 2009. The center provides hardware repair and software services to the users of its mobile phones. The Shanghai Experience Center is a place for customers to learn more about their Nokia mobile phones and experience what Nokia brand stands to learn. Helping their clients develop a deep and broad knowledge of their business will help Nokia consolidate their loyalty and brand equity.
Conclusion
As mentioned above, experiential branding, creative branding process from a customer experience, contributes to brand differentiation, value, relevance, and knowledge, and therefore an effective way to build brands. Through interactive technologies, innovative retail spaces, and indirect methods of communication online brand, consumers can now see, touch, hear, taste and smell marks in the ways they could never fit before. Flashy advertising and price-dumping Product promotions are often not sustainable methods for building brands. Experiential branding, with the objective of building brand value, has emerged as a promising and viable alternative.
Create a unique brand experience for your target consumers info@labbrand.com.
Sources:
http://www.abnnewswire.net/press/en/53962/Worldapos; s_Largest_Adidas_Sto …
http://www.wikio.com/article/121205473
http://www.slideshare.net/CIC_China/cic-iwom-watch-1st-half-year-review-2046419
Brakus Josko, J., Schmitt, BH & Zarantonello, L. (2009). Brand experience. Journal of Marketing, 73, 52-68.
About the Author
Vladimir Djurovic is the founder and Managing Director of Labbrand, a Shanghai based innovative brand agency specialized in brand research, strategic and creative services. Labbrand website at: http://labbrand.com/ is also the portal to Labbrand branding blog: http://labbrand.com/english/news_and_articles.php/
and reviews of branding related hot topics, with a special focus on China.
My little girl will be four soon and I want to do your hair a nice present what are you doing?
A Barbie camper or an interactive Corolle doll? or a small child camera?
maybe one of those sets of bins, so she can bake her own little cottage cheese cakes and cookies
2009 ° Barbie and the three musketeers mittie interactive [de] doll commercial
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