The Study On Terminal Experience To Maintain And Extend Fhe Brand Core Value

Terminal, from the view of a marketing point, generally be defined as the special site on the production display and transaction. For most operators, the terminal just is the end of of the marketing channels which successfully delivered its production of goods to consumers, and it belongs to the domain of marketing, not brand. In fact, the terminal is an important window of contacting with consumers, which virtually carries a host of brand informations. Every point of contaction the consumer with commodity brand, will form their true feelings and transform the brand cognitive experience, thus it not only becomes an important basis for evaluation of the brand reputation, but also an important source of the brand continued competitiveness.Firstly, the article is from the "brand core value". Though collecting the representative theoretical literature by domestic and foreign experts and scholars in the field of brand research, I expound the effect of the brand core values on consumer behavior using the method of literature survey and comparative study.In the brand-established project, the terminal experience is the important way of the interpretation and spread of brand core value, which effectively integrate the core brand values, culture, audiovisual, space, services and products Creating a terminal brand simulation environment can deeply strength implantation degree in the minds of consumers of the brand core values, and thus it leads to the concept of terminal experience and its positive significance in the branding. Secondly, through the collection and sorting of a large number of cases of domestic and foreign markets, I analyze and verify total contact between terminal experience and brand core values,then I illustrate the multi-dimensional of terminal experience and the unique tension in the brand communication using the instance confirmation from different core branding such as latitude values, the theme of culture, image, audio visual, spatial design, services, ideas, product attributes. In addition, while in support the meaning of existence of terminal experience using large number of cases, the paper also try to use "total communication" model to clear that the branding project must be combined Management and communication. Finally, the paper summed up the use of the value of the terminal experience in the branding project, the continuation of the brand communication effectiveness, enhancement of brand connotation memory, strengthen customer interactions, and consolidating brand loyalty, in order to contribute to China’s economic construction and development of brand strategy.There are a host of studies on branding and experiential marketing by many experts and scholars from different angles, but this paper is intended interpretation of the multidimensional nature of the core brand values, and its practical application value. This paper emphasizes the fact which branding is the integration of a marketing and brand, concept and behavior. The paper strives the research to the in-depth and systematic, and promotes the production and study of our brand building.