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Experiential marketing, brand image and brand awareness (case of Starbucks)
Description
Mind Map on Experiential marketing, brand image and brand awareness (case of Starbucks), created by Kefei YE on 29/08/2013.
Mind Map by
Kefei YE
, updated more than 1 year ago
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Created by
Kefei YE
over 10 years ago
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Resource summary
Experiential marketing, brand image and brand awareness (case of Starbucks)
Experiential and brand awareness
Recognition
Recognize the brand in terms of specific aspects of experience
Withdraw experience
Recall experience when making decision
Experience and brand associations
Pre and after- experience associations
Before experince
International, Luxury and Specialized
General impression
After experience
Comfortable and Leisure (Situation, emotion)
Maintain some original associations
Types of associations
Functional (Product speciality and quality)
Experiential (SENSE and FEEL within the environment)
Strength, suitability and uniqueness of associations
Strengthen brand associations with experience
Enhancing suitability
Some firmly view it as unique, some not, but indicate the potential
In-store experience
SENSE and FEEL (efficient and comfortable)
Expect deeper experience
Effect of experience providers
Visible identity
Merely symbol
Elicit imagination
SENSE and FEEL experience
Remind of the brand
Linked to brand associations
Coomunications
Not eye-catching or noticed
Appeal to sight
Expect advertising on culture and brand
Potential to create THINK, RELATE
People
Serve with just friendliness or intimacy?
Product presence
Taste
Package
Design
Servicescapes
Affect the most: ambience or spatial?
Details matter
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