Menciptakan customer experience menggunakan merk  

Oleh:

Prabawanti, Benedicta Evienia

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - non-atma jaya
Dalam koleksi: Bina Ekonomi vol. 10 no. 02 (Aug. 2006), page 89-97.
Topik: JABFUNG-BEP-2015-01
Fulltext: Bina Ekonomi 2006 - Benedicta EP - text optim.pdf (1.35MB)

Isi artikel

The most brand theory defines brand as identifies only and differentiate one product from another. That means the brand is identity of product that signify ownership and guarantee quality. This paradigm about brand misses the very essences of a brand as rich of sensory, affective, and cognitive associations that result of memorable and rewarding brand experience. The brand experience increases the value of product in customer mind. The Manning Selvage & Lee, a research firm, find that brand leader do not just have memorable name and great image-they also deliver experience. This paper focus on how brand experience can be created by the firm.

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