Marketing management

Résumé du document

Nowadays, brand experience has become more and more a concern for marketers. They have realised that consumers' experience of the brand has to be understood, as it will be really important for developing and implementing marketing strategies for products and services, and thus for trying to make customers becoming more satisfied and loyal (Brakus, Schmitt and Zarantonello, 2009). Indeed, a research made by Ratneshwar and Mick (2005) have confirmed that contemporary customers no longer simply purchase products and services, instead they buy the experiences around what is being sold. In this essay, we will try to understand exactly what brand experience is and what importance it has for the marketing strategies of the practitioners.

To illustrate the theory that we will explore, we are going to use the example of Ferrari. This product has a lot of examples referring to brand experience. The structure of this essay will be based on the view of Morrison and Crane (2007) about brand experience. Although they analyze mainly services, we can surely extend it to both products and services. The two authors focus on three stages for managing the brand experience: pre-purchase, purchase and post-purchase stages. We will analyze the brand experience at each of these steps. This analysis will help us to understand better what brand experience is and how marketers can optimize it in a customer-centric perspective.

Extraits

[...] L., Carbone L. P., Haeckel S. H. (2002) Managing the Total Customer Experience, MIT Sloan Management Review, Spring 2002, Volume 43 (Issue p Conclusion Brand experience as thus a real impact on the different stages of the purchase process, even if, of course, the quality and the price of the product will be a big part of the buying decision (Kerin, Jane and Howard, 1992). But it seems that companies compete best when a combination of functional and emotional benefits are offered (Berry, Carbone and Haeckel (2002). [...]

[...] P., Haeckel S. H. (1994) Engineering Customer Experiences. Marketing Management, Volume 3 (Issue pp. 8-19. de Mahieu V. (2nd of April 2010) Interview of the Director of operations of the garage “Francorchamps Motors Brussels” for a marketing coursework, made in Waterloo (Belgium). Kerin R. A., Jain A., and Howard D. J. (1992) Store Shopping Experience and Consumer Price-Quality-Value Perceptions”, Journal of Retailing, Volume 68 (Issue pp.376-397. Morrison S. and Crane F. [...]

[...] This product has a lot of examples referring to brand experience. The structure of this essay will be based on the view of Morrison and Crane (2007) about brand experience. Although they analyse mainly services, we can surely extend it to both products and services. The two authors focus on three stages for managing the brand experience: pre-purchase, purchase and post-purchase stages. We will analyse the brand experience at each of these steps. This analysis will help us to understand better and better what is brand experience and how marketers can optimise it in a customer-centric perspective. [...]

[...] European Journal of Marketing, Volume 27, pp.1935. Ferrari's website, Available at: , Accessed the 15th of November 2010. [...]

[...] Everything is made for creating a perfect experience for the customer (de Mahieu, 2010). The employees, as we said previously, are part of the environment and are thus one of the aspects of the purchase stage to manage in order to deliver a good brand experience. They have to be trained to acquire the essential intuitive skills to sense customer reactions and react appropriately (Carbone and Haeckel, 1994). Price, Arnould and Deibler (1995) explain also that some basic competences are required for a positive emotional response of the customer: a minimum level of civility, an extra attention to the customer, mutual understanding, authenticity and empathy. [...]