Research On KitKat Brand Image Shaping And Brand Communication Strategy Under Experience Marketing

Consumer preferences are changing,consumers want experiences more than ever,and realistic needs are prompting brands to embrace experiential marketing.Looking at the domestic market,many brands fail to accurately grasp real needs of modern consumers,and there are some cognitive misunderstandings of experiential marketing.The brand focus still falls on the improvement of products and services,and soon falls behind in the fierce market competition.This also reflects that the application of experiential marketing in China still has a large space for development.Brand experiential marketing is an effective way to bring lasting and profound experience to consumers.Through experiential marketing,brands shape unique brand image,carry out brand experience communication,and forge strong brand power.In the long run,it is the key to firmly occupy the minds of consumers and enhance brand loyalty.Based on the theoretical basis of experiential marketing,brand image and brand communication,this study focuses on the image shaping and brand communication strategies of Kit Kat chocolate brand under experiential marketing,and analyzes the root cause of Kit Kat's enduring popularity.In the brand image shaping stage,in this paper,by means of design of skopos theory to the construction of the experience marketing target system,clarify the implementation of SEMs basis and conditions,through the analysis of the structure characteristics of Biel Brand Image Model,combined with SEMs traits to Biel Brand Image Model structure for reasonable further subdivided,Kit Kat brand image shaping method by organically combining SEMs with all dimensions of brand image: "Sensory experience" to shape the image of "feeling","emotional experience" to shape the image of "personalized","thinking experience" shaping the image of "social","action experience" to shape the image of "consumers" and "associated experience" shaping the image of "symbolic",they give consumers in the sensory,emotional,thinking,action and related experience to create the corresponding brand association,enrich the brand image of all dimensions.In the brand communication phase,the communication mode of creating comprehensive experience in the promotion of specific products proposed by Schmitt is put into the communication process of Kit Kat brand.Based on the development process theory of comprehensive experience communication mode,the vertical promotion mixed experience communication mode is creatively proposed to expand the audience of brand communication centering on products.And the horizontal development of mixed experience communication mode that takes social media platforms as brand communication channels.Combined with integrated marketing communication,it explains the improvement of "integration and experience" to the quality and efficiency of brand communication.In addition,in the whole brand communication part,it focuses on the analysis of Kit Kat brand communication characteristics and strategies under experiential marketing.