Customers' Loyalty & Brand Experience : Branding Strategy to Successfully Approach Consumers' Minds and Promote Customers' Loyalty: Generating the “Brand Experience”
Ghafoorzadeh, Sara (2009)
Ghafoorzadeh, Sara
Metropolia Ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013121621285
https://urn.fi/URN:NBN:fi:amk-2013121621285
Tiivistelmä
Branding is one of the fundamental aspects in order to achieve brand success. Effective positioning and communication strategies lead to a higher competitive advantage. The brand represents a guarantee, a trustful relation and a promise towards the consumer. Branding is essential and derives from experience; a successful branding strategy allows the organisation to correctly position itself in the consumer's mind. Branding efforts (i.e. logo, websites, advertising, etc.) influence the consumer's perception of an organisation. An effective branding strategy creates expectations about the product/service in the consumer, and differentiates it from the competitors. Traditional quality and experience need to be combined to innovation. A correct branding strategy is able to define how, what, where, when and towards whom, it plans to communicate the brand's values and mission. A branding strategy develops clear and impressive brand vision, brand differentiation, brand promise and brand personality to achieve the essential aspect to which companies aim: brand loyalty.
Creating contacts with the final client is a must that companies have to face. Strategic planning and marketing evolve, and the traditional marketing mix elements are integrated with new ones. The brand experience is seen as a pillar in order to attract the consumer and create a positive and outstanding impression in his mind. Nowadays the purchasing decision-making process is highly influenced by emotions. Experiences represent a new marketing tendency which faces the increasing amount of competitors.
Retail stores acquire a higher importance since they become the physical and relational place to represent the tangible and intangible elements of the brand identity and to guarantee the brand experience. Further in this work the shopping experience at Starbucks Coffee will be taken into consideration to understand how and why an ordinary coffee house has become one of the best examples of customer's loyalty and brand experience.
Creating contacts with the final client is a must that companies have to face. Strategic planning and marketing evolve, and the traditional marketing mix elements are integrated with new ones. The brand experience is seen as a pillar in order to attract the consumer and create a positive and outstanding impression in his mind. Nowadays the purchasing decision-making process is highly influenced by emotions. Experiences represent a new marketing tendency which faces the increasing amount of competitors.
Retail stores acquire a higher importance since they become the physical and relational place to represent the tangible and intangible elements of the brand identity and to guarantee the brand experience. Further in this work the shopping experience at Starbucks Coffee will be taken into consideration to understand how and why an ordinary coffee house has become one of the best examples of customer's loyalty and brand experience.