Experience Effect in Strategic Branding

Name: Experience Effect in Strategic Branding
Rating: 4.7 (39 reviews)

Branding

Created byBahcesehir University

Last updated 12/2020

English

What you'll learn

Students will be able to acquire a deep understanding of the term Experience Effect.
Students will be able to analyze how to build a consistent, compelling brand experience.
Students will be able to explore the approaches to create experiences that sell in the Experience Economy.

Course content

4 sections • 32 lectures • 1h 59m total length

Introduction: The experience aspect of the economy in strategic branding1:12
Brand Experience6:10
Building a consistent branding experience6:34
Understanding consumers3:02
Research Question 1
Research Question 2
Research Question 3

What is the Experience Effect?5:41
Transforming a product into a brand3:26
Transform a product into a brand by delivering unique, consistent experiences that engage consumers at key touchpoints through strategy, creativity, and media choices, adding lasting value.
Consistency in consumer experience6:20
Experience economy construction4:35
Position the disney brand as a cohesive experience built on fun family entertainment, youthfulness, and magic, delivered consistently across parks, media, merchandise, and hospitality.
Sensory experiences in branding4:04
Research Question 4
Research Question 5
Research Question 6

Brand Positioning4:58
Position the experience effect in consumers' minds through sensory marketing and engaging brand experiences that hinge on daily rituals, interactions, and favorable emotions.
Positioning through Experience Effect2:05
Positioning in consumer marketing4:28
Positioning Differentiates4:38
Establishing a brand bonding3:34
Establish a brand bonding through the experience effect to build loyalty, differentiate from competitors, justify price points, and create a boomeranging relationship that stabilizes consumer purchase decisions.
“The Marriott Experience”3:58
“Nike” example4:09
Nike builds a global brand experience that transcends sneakers, shaping a lifestyle through flagship stores, Nike Towns, advertising, and athlete endorsements, including Air Jordan, fostering lasting brand loyalty.
Brand Consistency1:27
“Eatertainment”1:54
“Entertailing”3:06
The progression of economic value6:16
From commodities to experiences2:15
Research Question 7
Research Question 8
Research Question 9
Research Question 10
Research Question 11

Staging experiences that sell3:08
Design engaging experiences that justify a premium, moving from services to the experience economy. Explore early characteristics and design principles of pioneering experiences to stage experiences that sell.
Services and experiences4:12
Economic distinctions2:49
Experiential marketing and selling an entertainment experience4:30
Explore how experiential marketing reframes entertainment as immersive experiences, blending stage, memory, and guest sensations with online and offline technologies.
The concept of selling experiences1:35
Shifting from product orientantation to consumer orientation4:28
You Are What You Charge For2:02
Explore how experience drives branding as firms monetize services, illustrated by IBM’s shift from free services with hardware to charging for them, making services a core, high-value offering.
Creating experiences that sell in the experience economy3:50
Experiential marketing examples4:55
Staging experiences that worth an admission fee2:07
The experience economy fuels charging admission for immersive shows and festivals, as brands script distinctive themes and activities to captivate shoppers and capture shopping dollars beyond traditional malls.
How B2B companies create economic value by designing experiences2:02
Research Question 12
Research Question 13

Requirements

Love marketing
Open to new ideas
Interested in branding

Description

Title: Experience Effect in Strategic Branding

Description

The course can be followed as a practical guide on how to define and position the experience effect to build a consistent, compelling brand experience, a must in today’s new media world.

While marketers should absolutely stay current, they must also stay steadfast in their quest to build a brand. At this point, this course outlines the steps to take in create an “experience effect” for any business.

Through this discovery, the students will develop the basis for communicating what is unique and what is important.

Learning outcomes

Students will be able to acquire a deep understanding of the term Experience Effect.

Students will be able to analyze how to build a consistent, compelling brand experience.

Students will be able to explore the approaches to create experiences that sell in the Experience Economy.

Target Audience

This course is designed for those who want to learn about customer experience in strategic branding.

Instructor

Dr. Hande Bilsel

Who this course is for:

Teachers
Advertising Students
Brand Managers
Brand Consultants
Marketing Professionals
Business owners interested in understanding how to implement a brand strategy through the experience effect

Experience Effect in Strategic Branding

What you'll learn

Explore related topics

Course content

Introduction4 lectures • 17min

Defining the experience effect5 lectures • 24min

Positioning the experience effect12 lectures • 43min

Making the right decision for the brand11 lectures • 36min

Requirements

Description

Who this course is for: