If managers think of the brand in a ‘top down’ manner, beginning with its essence and its values, then moving towards the tangible, its concrete activation, consumers proceed in the opposite manner. They begin with the tangible and the perceived. Everything begins with the concrete experience: I only believe what I see and feel.
Brands that are only products must add an experiential dimension that will involve the client. Involvement is the prerequisite for engagement with the brand: that is, a true affective loyalty and not a repeated purchase for the sake of gaining miles or points. How can this experiential dimension be created?
Finally, everyone will have noticed the tendency of brands to create a brand universe for themselves in increasingly large sites, designed as experiential places, where the client feels the brand 120 per cent. Louis Vuitton opened its two biggest shops in the world in Tokyo on 31 August 2006, and in Shanghai in 2005. On 19 May 2006, a riot took place on Fifth Avenue in New York at the opening of the Apple Megastore, beneath a giant glass cube, opposite Central Park. Open day and night, clients can find all their iPod accessories here, and enter into discussion, not with salespeople, but with Apple experts, all of them very young, and able to answer all technical problems.
Every Ralph Lauren shop could be Ralph Lauren’s own house, with mahogany furniture, carpets, sofas, armchairs, pictures and photos, all aimed at creating a fake ‘true’ history (not everyone can be Lacoste). Remarkably, this perceptible Ralph Lauren ambience is also reproduced in the simple corners of the brand.
Tomorrow, just as there is a first division and a second division in football, these new brand cathedrals will sort the major brands from the small brands.
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Strategic Brand Management Tutorial
Brand Equity In Question
Strategic Implications Of Branding
Brand And Business Building
From Private Labels To Store Brands
Brand Diversity: The Types Of Brands
The New Rules Of Brand Management
Brand Identity And Positioning
Launching The Brand
The Challenge Of Growth In Mature Markets
Sustaining A Brand Long Term
Adapting To The Market: Identity And Change
Growth Through Brand Extensions
Handling Name Changes And Brand Transfers
Brand Turnaround And Rejuvenation
Managing Global Brands
Financial Valuation And Accounting For Brands
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