Brand Experience

Picture 1: Brand Experience

Source from: http://fuelbranding.com/what-we-do/wwd-authentic-brand-experience.html

Brand experience is a marketing terms, which describe the potential consumers towards the feeling and impression of the brand. Brand experience can be the invisible long-term assets for a company because the impression of brand from potential consumer can affect to customer behaviour and the profit of the company. Picture 1 showed that there are six important area which can create the brand experience. Brand experience are mostly related to advertising and marketing. However, in some kind of marketing events or advertising, company should remember not to attempt too much information into the experience as a complex experience can easily confuse the potential consumers and diluted the mainly purpose of the brand in the mind of the customers. Therefore, the company should give a singular and sharp experience through all channel of exposure in order to obtain the awareness from those potential consumers.

Brand experience can directly affect the development of a brand and especially for the hotel industry because nowadays people book the hotel through online and the mostly thing that the customers concern and pay attentions on are the comments from the previous customers. Moreover, in the global market, the outstanding hotel brand should establish their footprint into their potential consumer’s minds and hearts in order to increase the positive image inside their heart. In addition, the more that the hotel brand are trusted and known, the higher loyalty concept will be infused and mixed with the long term customer relations. Therefore, excepting the normal brand experience, hotel marketers need to create some innovative and unforgettable experience for customers in order to make widely known to the public and increase to loyalty from customers.

For instance, in Chicago, a free Google Glass was offered to the guest by Acme Hotel Company which is the first hotel to start these activities. According to Acme Hotel Company (2016), the reason of why Acme Hotel Company has this offer is that Acme Hotel can understand that their overseas guests are all facing to the expensive cost from mobile roaming. Acme Hotel Company makes entrance to the higher technology as a cornerstone of the customer experience. Although the Google glass entrance costs were high and remain limited, this Google glass has taken footsteps to exceed the typical customer’s brand experience. As hotel industry is steadily developing, it brings many different competitions in the hotel industry. Therefore, hotels have to create some more convenient experience for potential consumer in order to reach the top of the global brand and increase the profit of the hotel.

Reference
Acme Hotel Company. (2016). A NEW KIND OF HOTEL. Retrieved from: http://www.acmehotelcompany.com/.