Experiential marketing, brand image and brand awareness (case of Starbucks)

Experiential marketing, brand image and brand awareness (case of Starbucks)

1. Experiential and brand awareness

   • Recognition
     • Recognize the brand in terms of specific aspects of experience
   • Withdraw experience
     • Recall experience when making decision

2. 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

3. In-store experience

   • SENSE and FEEL (efficient and comfortable)
   • Expect deeper experience

4. 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