Experiential Branding: Using 5 Senses To Construct Brand Equity

Brand experience could be regarded as sensations, feelings, awareness, and behavior reactions evoked by brand-related stimuli. The greater effective the knowledge is, the more powerful the company impression. Brand experience may also affect consumer satisfaction and loyalty it enables the company to market items confined and also to create competitive entry obstacles.

Experiential branding is really a process through which brands create and drive physical interactions with consumers in most aspects of the trademark experience to psychologically influence their preferences and also to positively shape their awareness of the trademark. Interactions involve communication, brand space, and service and product elements. These components interact to affect brand equity.

So how exactly does brand experience build brand equity?

The mixture of interactions with communication, brand space, and service and product elements, constitute a customer’s brand experience. The client will form a brandname evaluation and perception according to these interactions. This is exactly what develops brand equity within the consumer’s mind, which is made up of four key dimensions: differentiation, relevance, esteem and understanding. Various experiential branding techniques impact different size of brand equity, which should be taken into consideration by marketers or brand managers when working with these techniques.

In the following paragraphs we’ll discuss the 4 size of brand equity, and supply specific good examples of experiential branding for every one, to be able to uncover how this creative branding activity may be used effectively.

Differentiation: Perceived distinctiveness of the trademark

Differentiation is really a brand’s capability to stand out from others, and also to gain consumer choice, preference and loyalty. It’s the degree that consumers look for a brand unique. An engaging and memorable brand experience can attract customers’ attention and keep their interest, and for that reason lead to brand differentiation.

Recently, the likes of Nokia, Apple, Barbie dolls, and Gucci have opened up flagship stores in China to supply more consumer-brand interaction possibilities. The recently-built Barbie dolls Store in Shanghai is really a 6-floor megastore having a health spa, design center, caf and interactive activities created for women. It grew to become a warm place in Shanghai very rapidly, with 1000’s of women now going to the shop every single day. The top quality encounters supplied by the Barbie dolls store will unquestionably actually differentiate the company from others.

Flagship stores is one method in which companies can connect and communicate with clients to sign up in experiential branding. They’re also places to show special edition items and different service encounters, which could communicate the companies’ culture and brand values with techniques traditional media cannot.