Study On Brand Experience Based On Customer Value

With the establishment of marketing philosophy of"customer orientation", the marketing philosophy experiences the change from customer satisfaction to customer loyalty , and then customer value. Customer Value theory is latest development of marketing management. Because it is one motivation of Customer Value, brand is important for a company strategy. It is this kind of companies whose strategies are based on Customer Value that can succeed in the future. The success of Starbarks has caused the thought on brand experience. Experience in a brand can create value for customers, which is also welcome by customers. Brand experience is that an individual' experience including the causes of consuming a brand commodity and accepting services. A successful brand experience would arouse human being's deeper needs, and transfer them into superficial one which can bring purchase behavior. However, Brand experience must be defined by customers. If the objective of brand management is to win and maintain customer loyalty to a brand, a customers' brand experience is the key factor. An active brand experience drives brand loyalty for the strength of a brand is coming from the investment in a customer' emotion. An active brand experience can make customers feeling intimacy and dependence on brand, which bring us a new and broad perspective for maintaining brand loyalty. The dissertation consists of four chapters.Chapter 1 is discussing that brand experience is based on customer value ,after an introduction of customer value, brand experience is emphasized as one of the important factors that create customer value; Chapter 2 analyzes brand experience and gives the definition of brand experience after the analysis of brand history and current experience-customizing trend;Chapter 3 is about designing brand experience in order to create customer value by SEMs and CP model;Chapter 4 suggests brand experience management and the method of evaluating the effectiveness of brand experience,This part tells us that a perfect brand experience designing must depend on brand experience management.