Proseminar- Zusammenfassungen Branding Approaches

[Julsie]

So... neuer Versuch... Hier können wir alle unsere Zusammenfassungen hochladen!

[sywi911]

Hey, war eine gute Idee, scheint aber leider nicht zu klappen mit den Zusamenfassungen

Was lernt ihr denn so? Das Buch auch nochmal? also positioning process und so? Kann total schwer einschätzen was dran kommt ...

[girasol]

also letztes semester kam ja eine "praktische" anwendung des stoffes. es galt, eine party für ottakringer zu geben und dies dann mit den branding approaches zu verknüpfen.
kommt eigentlich die mühlbacher-einheit vom 4. mai auch noch?

[sywi911]

is echt schwierig zu sagen was kommen könnt, weil sie es ja garnicht eingegrenzt oda etwas übern stoff gesagt hat! Branding approaches bin i mir sicher dass welche kommen ... hoff nur nicht dass irgend eine Frage aus dem Buch oder so wieder kommt

[LeGrandA]

Wie lernt ihr Branding Approaches? Nur über Folien?

[CamicazeCarli]

Experiential marketing :
• to integrate brand or product messages into consumers’ lives.
• take the form of interactive experiences, involving the 5 senses, rather than traditional inert media (i.e printings, television,..)
• Experiential branding*:
• Schmitt, Brakus, Zarantonello : Brand experience: sensations, feelings, cognitions and behavioral responses evoked by brand-related stimuli that are part of a brand‘s design and identity, packaging, communications and environments. […]that includes four dimensions: sensory, affective, intellectual and behavioral.
• beneficially differentiating a product or service in somebody’s mind by:
• focusing on the totality of the experience, rather than features, attributes or benefits of the product.
• Emotional branding :
• Hirschman and Holbrook, 1982 : Hedonic Experiential Model (HEM), people may buy goods because of “emotional/hedonic responses to persuasive messages”
• “hedonic psychology” : psychological experience of pleasure and its consequences on decision-making and behavior.
• Humans tend to seek pleasure and avoid pain, pleasure has been shown to influence a multitude of consumer decisions
• How?
• No more differentiate products! Package them in an overall experience
• Experience is complexe and unique = cannot be duplicated
• Pine and Gilmore, 1999 hysical elements and service processes are the base to create pleasurable and memorable experiences
• Pleasurable experiences can be : sensory / social / emotional / intellectual and depends on :
• Service quality (criteria : tangible, assurance, reliability, responsiveness, empathy + technical aspects + corporate image)
• Expectations : met? Exceeded?
• Emotions : love, optimism, surprise, excitement / anger, discontent, worry, sadness, …not only negative effects on those in the overall experience (rafting example) or due to us
• Time : according to Lehtinen (1987), 3 phases : joining / intensive / detachment

• These differentiated customer’s experiences appeal their heart, sense and mind : they no longer are passive (i.e TV, radio), but active! But how to get there?
• Do customer research!
• = Get closer to customers
• = know about their lifestyle, and environment
• = know customer self-concept,
• intuitive likes and dislikes,
• Brand’s ability to convey exclusivity (how it relates to other customers)
• Involve potential customers :
• EXAMPLE : in a nightclub, a drinks company might sponsor an exclusive area and give out samples of their drink in a luxurious setting. The idea is always roughly the same: if a consumer actively feels positive emotions in association with a brand then they are more likely to develop loyalty to it.
ALL THIS FOR THE BRAND LOYALTY, more strong than brand personality, lasts longer than typical customer delight

[CamicazeCarli]

Hallo Freunde des Marketings,
oben könnt ihr ein biischen etwas über unser Branding Thema "Experential brands lesen...hoffentlich schaffen es
die anderen Gruppen auch noch etwas hochzuladen...sonst heißt es wieder: "Schreib etwas was so klingt als würdest du wissen worüber du schreibst-Klausuren" *gg*

[LeGrandA]

Hier was zu CID, falls noch drankommt.

[sywi911]

Wie lernt ihr Branding Approaches? Nur über Folien?

naja, was haben wir denn Anderes? +g+
also bei meinen Mitschriften steht leider ned besonders viel dabei über die Referate