Brand Experience- 21st Century brand management points.docVIP

 PAGE \* MERGEFORMAT 6 Brand Experience: 21st Century brand management points In the seventies of the last century to the mid-eighties, brand management and brand purchase behavior was the focus of European and American scholars of marketing research projects, the subsequent 10 years, research in this area has subsided. But the nine decades since the early derived several new marketing ideas, including the relationship marketing (Relationship Marketing Paradigm), value-oriented marketing philosophy (Value-based Marketing Paradigm) and service-oriented marketing logic (Service-Dominant Marketing Logic ) re-inspired by marketing scholars to brand management and brand purchasing behavior of interest. Relationship marketing concepts require marketing decision-makers and managers in formulating marketing strategy and associated marketing mix activities, the focus should be on the ‘deal’, but should be placed to establish and maintain relationships with customers on top. Analysis of relationship marketing concepts to brand management and purchasing behavior of the brand marketing manager should not be understood as a tool to stimulate short-term sales, but should be ‘brand-building drive sales’ idea of change for the use of the brand to establish and maintain relationships with customers. Value-based marketing idea proposed by firms are not to provide customers with products or services, but rather to provide customers with what they feel valuable, so that customers get through the process of consumption by the pursuit of value, including economic value and non-economic values. Therefore, the brand is no longer the representative of a name, but want to target customers obtained through the consumption of the brand value. For example, BMW is not just a name, but also represent a bravely up, fashion, wealth and other values. The brand is actually committed to certain values, and only through the brand to provide customers with value, in order for businesses, investo