abstract

When the market competition is increasingly fierce, but consumers are increasingly picky, brand is an important means to achieve differentiated competitive advantage. The brand building ability of an enterprise has become one of the signs of whether an enterprise is mature or not. New concepts such as experience economy, experience marketing and customer experience are put forward. It explains the new method of brand building.

On the basis of literature integration, this paper establishes a systematic framework of experience economy and experience marketing, and expounds the role of customer experience in the process of brand building. It is pointed out that brands should pay more attention to the interactive relationship with consumers, and pay attention to factors such as customers' senses, emotions and memories. Therefore, brand experience will become an important factor for consumers to choose, identify and identify brands. Brands that can give customers a unique experience will gain a competitive advantage, which will provide reference for the development of China brands.

This paper is divided into three parts. First of all, it is an overview of brand building, reviews the existing brand building theories, and puts forward a new brand building concept: experiential marketing in combination with the current situation and problems of China brands. The second chapter studies the related theories of customer experience and experiential marketing. The third chapter discusses how to build a brand based on customer experience.

Keywords: customer experience; Brand building; experiential marketing

abstract

With the increasingly fierce market competition, consumers are increasingly picky about brands, which is an important means to differentiate their competitive advantages. The brand-building ability of an enterprise has become a symbol of its maturity. New concepts such as experience economy, experience marketing and customer experience are put forward. Indicate a new brand method.

Through the integration of literature, the framework of experience economy and experience marketing and the clear branding process of customer experience are established. Designated brands should pay more attention to the interaction between consumers and pay attention to the feelings, feelings, memories and other factors of consumers. Therefore, brand experience will become a very important factor for consumers to choose, and identifying and recognizing brands with unique brand experience will win competitive advantages for customers. As a reference for brand development in China.

This paper is divided into three parts. Firstly, it is an overview of the brand, reviewing the existing brand theory, and combining the present situation and problems of China brand, it puts forward a new concept: experiential marketing brand. The second chapter is customer experience and experiential marketing theory. The third chapter discusses how to build a brand based on customer experience.

Keywords: customer experience; Branding; experiential marketing

catalogue

1 Introduction to ....................................................... 1

2 brand building and experience overview

2. 1 brand and brand building

2.2 Experience and its characteristics

3 brand experience and its marketing

3. 1 brand experience

3.2 the principle of experiential marketing

3.3 Characteristics and forms of experiential marketing

4 brand building design

Problems in Enterprise Brand Building

4.2 Experience-based brand building design ........................................................ 10

5 brand building theory and China brand

5. 1 Theory and China Brand Combination ........................................... 1 1.

5.2………………………………………………………………………………………. 12

5.3……………………………………………………………………………………… 13

Conclusion .................................... 15

The main references are .................................................. 16.

Additional Record .................................................................. 17

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1. Introduction

Today's society is a rapidly changing society, and it is also an era of product surplus. The market competition is becoming more and more fierce, and consumers are becoming more and more picky. In the post-modern consumption era, the attractiveness of goods to consumers is gradually decreasing, and the added value brought by services is gradually difficult to distinguish for consumers. New concepts such as experience economy, experience marketing and customer experience have been put forward and attracted the attention of theoretical and business circles.

Undoubtedly, brand is an important intangible asset of an enterprise and an important means to achieve differentiated competitive advantage. With the change of consumer demand, the connotation of brand has undergone profound changes. Brand is no longer just a name, term, mark, symbol or their combination, but pays more attention to the interaction between brand and consumers, and pays attention to customers' senses, emotions and other factors. The competition between brands is no longer limited to the competition between products or service functions represented by brands. Brand experience will become an important factor for consumers to choose, identify and identify brands, and brands that can bring unique experiences to customers will gain competitive advantages.

In the era of brand competition, consumers are exposed to more and more information, and brand competition is becoming more and more fierce. Grasping consumers' eyes, emotions and feelings has become an important part of brand building and brand management. So how to make the brand attract consumers and promote consumers' purchase and consumption, so as to successfully shape the brand? Brand building based on customer experience will be a development direction.

2. Brand building and experience summary

2 1. 1 brand and brand building

2. 1. 1 brand and its composition

The word "brand" comes from the old Norwegian word "brandr", which means "brand". Scandinavians branded their cows to show the difference. Famous marketing scientist Philip? 6? 1 kotler defines a brand as a name, a term, a mark, a symbol or a pattern, or their mutual combination, which is used to identify the products or services provided by an enterprise to a certain consumer or a group of consumers, so as to distinguish them from those of competitors. Allen from brand consulting company? 6? 1 Adamsen believes that a brand is something that exists in consumers' minds and is a promise of products or services that are closely connected with consumers. Whether it is words, images or emotions, or a combination of the three, a brand is a spiritual connection.

It is generally believed that a brand is actually a kind of cognition and recognition that an enterprise or its products get in the minds of consumers. Enterprises must form a complete system if they want to establish a brand and establish contact with consumers. Through tangible and intangible information transmission, consumers will be associated with each other and form an image, thus helping them to make choices about products and making them recognize and affirm the products of enterprises.

Brand includes product benefit, brand image and consumer experience and feeling. The benefit of products is the foundation and foundation of brand building, and brand image building is the means. It is the purpose and core of brand building to enhance consumers' experience and feelings and finally form brand culture.

With the improvement of social productivity and technical level, products are extremely rich, and the market has changed from a seller's market to a buyer's market. The homogenization of products is becoming more and more serious, and there is not much difference between products. It is very difficult to create differentiation from products to build brands. In order to win consumers better, it has become more and more popular and effective to build brand experience marketing by creating a feeling worthy of experience and aftertaste for consumers.

2. 1.2 brand development ......

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