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Title
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The Evolution of Brand Strategy.
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Creator
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Cherniavsky, Vanessa, Jolly, Ishraaj, Graduate College, Smith, Allen E.
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Abstract/Description
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This paper is an exploration of how the definition of an experience has changed over time and the impact this change has had on experiential marketing and branding. In the literature, there are numerous implications as to what this morphing definition means to businesses and how businesses should react in order to stay competitive in a society that is hyper stimulated. Research into what defines an experience and the impact this definition has on business is vital because in order for...
Show moreThis paper is an exploration of how the definition of an experience has changed over time and the impact this change has had on experiential marketing and branding. In the literature, there are numerous implications as to what this morphing definition means to businesses and how businesses should react in order to stay competitive in a society that is hyper stimulated. Research into what defines an experience and the impact this definition has on business is vital because in order for businesses to offer innovative experiences they need to understand what an experience is and the role it plays in the success of their organization. Furthermore, a deep understanding of what comprises an experience and how to manipulate those elements to create a unique and targeted experience are tools a company could use to reinvent itself, change its brand meaning, and rewrite its marketing strategy.
The evolution of marketing and branding has taken an exponential leap since technology changed the way society functions. A wide breadth of literature is dedicated to virtual experiences and internet based branding and marketing advances. In addition to virtual experiences, this paper will also explore the success of experience based brands such as Disney and Lexus. The implications of this success have gone beyond name brands and into niche markets. Finally, the paper will explore the implications these findings have for managers. Our hypothesis is that marketing and delivering a complete experience is more vital in the modern business world than it used to be.
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Date Issued
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2014
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PURL
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http://purl.flvc.org/fau/fd/FA00005142
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Format
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Document (PDF)
