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Experiential marketing brand communication new impetus to.doc

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Experiential marketing brand communication new impetus to

 PAGE \* MERGEFORMAT 12 Experiential marketing brand communication new impetus to [Service industry marketing, said that white is the experience of competition to see who can give customers to create a unique experience, and this experience is good experience, identify areas that may come into contact with consumers every point, at which point strongly to the to build a good customer experience, so that each point is a positive experience, extra points and eventually form a competitive edge. ] ◆ Order ‘Experience economy’ of the book is the industry accepted, for a time, the domestic rise to an experience fever, Ogilvy amp;amp; Mather China tour talk, organized by the ‘360-degree Brand Stewardship ‘into a ‘360-degree brand experience’; Gray is also During the same period to re-define the meaning of the brand, including the definition of ‘brand is an experience’, all have made clear 4A companies begun to focus on the international experience in the dissemination of the role. Look at the domestic advertising in 2003, ‘Erie four laps to eat know’, ‘36 degrees with wearing it out for yourself ‘(in Xi’an thermal underwear),’ a coincidence, delicious incredible ‘(in the end How delicious, and only ate know), ‘three kinds of fruit on the inside, drink a shake before’ (Nongfuguoyuan), etc., have made clear the experiential marketing era! Indeed, in the industry clamored for more and more homogeneous product today, even the channels began to gradually homogenization. Few things can really establish product differentiation, and some enterprises, the so-called differentiation is often taken for granted, while the above-mentioned enterprises through experience so that consumers and product or brand created between a unique associative memory, the brand and people the real interaction between the interpretation of a number of miracles, the success of these products have great communication with their own relationship, through the interactive experience so that consumer

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