작성자 - 한상만교수

Experiential Marketing

Brand Experience

Building Relationship with Customers

Experiential Marketing

SENSE

CASE : The Sense of Tide

     Sense Marketing의 단계

FEEL

CASE : Haagendaz's Cafe

CASE : Campbell's Soup

FEEL MARKETING

정서적인 경험(Affective Experiences)

Events, Agents, Object Emotions

어떤 Emotions들이 소비가 일어나는 동안 경험하는가?

THINK

CASE : Genesis Elder Care

CASE : Apple Computer의 회생

Directional and associative think campaigns

The Think Principle

ACT

CASE : Gillette Mach 3

CASE : The Milk Mustache Campaign

행동 경험 (Act Experience)

소비자 관여

역할 모델의 이용

준거집단의 영향

RELATE

CASE : RELATE Campaign

관계겅험(Relate Experience)

Social Categorization을 이용한 전략

브랜드 Community

Final Conclusion

Building Brand : Some role medels from Europe

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