Brand experience and live event
Yan Zhang March 2016
As the theory referred by Brakus (2009), the brand experience could be described definitely like that ‘internal consumer responses (sensations, feelings, and cognitions) as well as behavioural responses that are evoked by brand’ (p.53). That could be summarised as an experience of ‘communicating’ with brand for customers. Giving an example close to our daily life. A well-known fast food brand Mcdonald’s, people may have an impression about tempting food advertisement. And the advantages like fast and cheap meet almost people’s requirements. Then customers start to buy food from the Mcdonald’s. At the same time, people have a feedback or some comments for this brand. In every year, Mcdonald’s has a Monopoly game to reinforce the brand attractiveness. This kind of the strategy focus on psychology of the customers that want to get extra benefits from the brand. These processes involve the sensory, affective, intellectual and behavioural four dimensions. For customers, it could be a memorable brand experience if you win first prize during the Monopoly game. It sounds crazy and exciting about this unlikely dream.
As the theory referred by Brakus (2009), the brand experience could be described definitely like that ‘internal consumer responses (sensations, feelings, and cognitions) as well as behavioural responses that are evoked by brand’ (p.53). That could be summarised as an experience of ‘communicating’ with brand for customers. Giving an example close to our daily life. A well-known fast food brand Mcdonald’s, people may have an impression about tempting food advertisement. And the advantages like fast and cheap meet almost people’s requirements. Then customers start to buy food from the Mcdonald’s. At the same time, people have a feedback or some comments for this brand. In every year, Mcdonald’s has a Monopoly game to reinforce the brand attractiveness. This kind of the strategy focus on psychology of the customers that want to get extra benefits from the brand. These processes involve the sensory, affective, intellectual and behavioural four dimensions. For customers, it could be a memorable brand experience if you win first prize during the Monopoly game. It sounds crazy and exciting about this unlikely dream.
Springer
showed her opinion that brand come alive is one of the best way to display the
creativity without limitation. The audiences interact with brands totally in
special environment. By the way, I am agree with the
idea from Handley. She said that ‘live events are arguably the ultimate brand experience.'Listing a typical example, you
cannot image the pictures of the Victoria’s Secret
Fashion before starting. Because they always surprise the audiences year by
year. While people feel lower impression in the Victoria’s Secret shop than
live fashion show. Victoria’s Secret launched
first show in 1995 and now
get more than 9.48 million viewers. Even people label
the ‘erogenous’ ‘charming’ for Victoria’s Secret. This brand gives the visual
feast for customers and get the customer’s loyalty.
And I am willing to share specific brand experience about a small
live event. This event was hold by final year students who study the event
management. The event was called International fashion show. When I heard the
name of the event, the size of the event I imaged would be big. This is one of
the reasons to attract me to take part in the event. The poster drive my
curiosity to go to the event. Because there only a beautiful girl. In my mind,
I would to fantasy the scene of the international fashion show. Moreover, ‘free’
could be the biggest factor to attract people.
In fact, the event involved no more than ten countries. However, A place in the Sun managing director Andy Bridge claims that a smaller live event can cut the distance betweeen the exhibitor and visitor. Therefore, I have a clear sight of the models and enjoy the show entirely.
From the picture, audiences are close to the T-stage with strong
sensory experience. During the event, it had a quick interaction with
audiences. And exhibitors arrange the audiences make a group to discuss the
questions were given by them. The audiences can aftertaste the first half of
the show. I think it is a good approach to avoid the overloading of the
sensory. At the end of the event, audiences can take pictures with models. One
of the measures to change the short-term memory into long-term memory under the
stimulation by photos.
This is the latest brand experience from live event. It also
teaches me a lot knowledge of the fashion. That might be the purpose of the
event want to express.
Reference:
Handley, L. (2011) Live
shows deepen the brand experience. Retrieved from: http://www.marketingweek.com/2011/02/09/live-shows-deepen-the-brand-experience/
Schmitt,
B. H., Brakus, J., & Zarantonello, L. (2014). The current state and future
of brand experience. Journal of Brand Management, 21(9), 727.
doi:10.1057/bm.2014.34
Springer,
K. (2013). Victoria's Secret- The Brand
Experience Retrieved from http://www.shebuildsbrands.com/#!Victorias-Secret-The-Brand-Experience/c1qyy/57995BEB-FA4B-46B8-A3C7-21EDFC6D055D
