Every brand has its own characteristics and there are four dimensions of brand experience which are sensory, affective, intellectual and behavioral.
Sensory is about how the brand makes an impression on customers' senses. For example, Hollister has its own design and each store has the same design so that it makes customer can have similar brand experience in this brand.This can increase the brand loyalty because customers get the same service and experience in Hollister stores though the stores are in different places or countries.
Hollister store appearance
In-store design
Also, Lush can have the same perfume in each store which is also the sensory aspect of brand experience. When people walk on the street and they smell the perfume, they will know that there is a Lush store nearby.
Lush store
Affective is about inducing the feeling and sentiments.However, in Japan, there is a kind of special cafe which is called House maid cafe. All the waitresses wear in a house maid style. And it is targeted at people who like house maid and who enjoy being treated like a host. This kind of cafe can make customers have a wide range of feelings such as, fun and satisfied. It attracts many men come to the cafe. It also achieves the customers' ideal selves. They can be treated as they want and like.
A video about maid cafe in Japan
Reference:
Instlschoolnet. (2015, Mar 7) Maid Cafe in Japan. [Video file]. Retrieved from https://www.youtube.com/watch?v=FSVUXjCHAcc
Sensory marketing is very popular in today's market. Vision as one of the senses gives people a direct feeling to things. Virtual reality enables brands to connect with customers. Nowadays, it is widely used in all kinds of market such as, digital market, entertainment and shopping market. Here are three interesting examples of virtual reality.
Samsung Gear VR
Samsung launched a product which is the Gear VR headset. The phone is slotted into the headset which uses the handset's screen and speakers to offer a near '96-degree' field of vision (Reilly, 2014). Through the sense of vision, it gives the customers a more immersive experience for moves and games. People can use the Gear whenever and wherever they want. This experience gets people more interested in Samsung's devices. But this device is only matched with Samsung smart phones. Thus, it will motivate people to buy the smart phones as well.
Alton Towers- Galactica
Few days ago, my friend and I went to the Alton Towers and we experienced the 'Galactica' which combines the VR technology with roller coaster. It gives customers a really realistic experience in the space. Besides, it is a roller coaster and it can let people have the sense of touch such as, touch of wind.
'Buy+'
Alibaba announced a shopping program concept- Buy+. It aims to let people feel like in a real store when they buy products online through the Buy+. Customers will have their own virtual characters. In addition to the vision, it even plans to give a sense of touch! Buy+ gives people vision and touch experience instead of those monotonous words and photos. And people can shop at home sitting on the sofa with the real touch and vision of the product. It sounds really amazing!
References:
Alton Towers. (2016, Mar 15). Chris Hadfield takes flight as Galactica Launches into space! [Video file]. Retrieved from https://www.youtube.com/watch?v=clF-Z4xS460
Max Lee. (2015, Jan 31). Gear VR Full Review! [Video file]. Retrieved from https://www.youtube.com/watch?v=RQ4gp-_XHvk&ebc=ANyPxKqwRz0lmYjNZtgrJexktEB1myhoh3BZObi7ECu0pqZve1NMCBnNaGjK95L_Lr6U5meJKoJphs8Zi-Lpr-9CaKXdqKVWgQ
Reilly, L. (2014). Samsung virtual reality headset offers brands immersive options. Retrieved from https://www.marketingweek.com/2014/09/03/samsung-virtual-reality-headset-offers-brands-immersive-options/.
Consumer behavioral approach is that consumer receives the stimuli and then consumer gives the response to it. These three advertisements show the classical conditioning.Classical conditioning is that when there is a repetition of a conditional stimulus associated with an unconditional stimulus, a constellation of the conditioned responses comes to be elicited by the conditioned stimulus (Bouton &Moody, 2004).
This advertisement repeated 'Apply directly to fore head - head on' all the time. And the content of this advertisement is concise which shows the function of the product simply and it gives the consumers a deep impression by repeating the slogan.
This one is different from the previous one. It repeats the sound of eating the Kit Kat and it even has the rhythm.It makes the boring sound of eating into a very interesting song.This not only gives the consumer a sense of feeling that this is delicious, but also makes the advertisement funny and interesting.
The content of this advertisement is several stories about that two people are very thirsty and they are looking for water to drink.This advertisement is a story-telling style which makes the advertisement more interesting. At each end of the story, there is a slogan - 'Thirsty? Lemon, Lemon, Lemon, Lemon, Lemon, Lemon.'The slogan is very simple as well. But it is easy to remember.When people are thirsty, the jingle of 'lemon' will be echoed in their mind.
These three advertisements all use the repetition of the sound and slogan to create a conditioned response. Therefore, when customers hear the sound, they will think of the product and the brand. Or when customers are thirsty, they will think of the 'Lemon, Lemon, Lemon'!
References:
Bouton, M. E., & Moody, E. W. (2004). Memory processes in classical conditioning.Neuroscience and Biobehavioral Reviews, 28(7), 663-674. doi:10.1016/j.neubiorev.2004.09.001
Graeme Newell. (2010, Sep 7). Kit Kat: Break Time Anytime [Video file]. Retrieved from https://www.youtube.com/watch?v=UOGTsKLZofA&index=3&list=PLCCBFCEA8309982A8
KyleLC. (2006, Jul 8). HEADON! Apply directly to the forehead! [Video file]. Retrieved from https://www.youtube.com/watch?v=f_SwD7RveNE&index=2&list=PLCCBFCEA8309982A8
Yugakure Hidan. (2012, Mar 13).Thirsty? Lemon Lemon Lemon [Video file]. Retrieved from https://youtu.be/aJjWYuahXYM
First Date – Hyundai Super Bowl Commercial | The Hyundai Genesis
There are two kinds of culture which are high culture and low culture. High culture mainly refers to the works of art and phiosophy such as, gallery and religion (Jone, 2013) However, low culture is less well-educated such as, gossip magazines and popular music. This advertisement is low culture and it is a story-telling advertisement. It talks about the first date of his daughter. The dad uses his car finder to follow his daughter's date to protect his daughter.
It is an advertisement about the additional feature of the car. Car is mostly bought by men and this advertisement is targeted at father! There is a sentence in this advertisement - because the dad gets do what a dad gets do. Fathers care about the life of their daughters and they want to protect daughters from their boyfriends. Therefore, this advertisement shows the function of the car to meet the needs of fathers which attracts more father to buy the car.
This advertisement shows a promise to the consumer. The car finder can position the accurate location of the car. And consumer will try to make this brand to the short list because this brand has the ability to meet their both the functional and emotional needs.
References:
HyundaiUSA. (2016, Feb 3). First Date - Hyundai Super Bowl Commercial │The Hyundai Genesis [Video file]. Retrieved from https://youtu.be/-R_483zeVF8
Jones, A. (2013).High culture versus pop culture: which is best for engaging students?. Retrieved from http://www.theguardian.com/teacher-network/teacher-blog/2013/feb/20/pop-culture-teaching-learning-engaging-students.
