体验品牌的理论和实践。案例研究

Beata Tarczydło, Joanna Miłoń, Jerzy Klimczak
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引用次数: 0

摘要

目的:展示现代体验品牌的本质(作为现有研究和原始研究的结果),给出一个用于米尔卡体验品牌的营销工具、方法和程序的例子,并为感兴趣的营销人员提出建议。设计/方法论/方法:分析二手信息来源,对食品行业选定的全球品牌进行案例研究,其中广泛的营销活动创造了市场资本,并与产消费者参与进行了合作,参与者观察了他们选定的项目并结合了结果分析。研究结果:考虑到当代趋势和市场状况,通过可用的沟通渠道及其社交媒体档案,影响(在所分析的品牌下)利益相关者体验的营销方式。研究局限/启示:本文基于文献研究和一个来自食品行业的全球品牌的案例研究。所解决的研究问题应该基于更大数量的品牌进行分析。此外,在下一个项目中,计划对所分析品牌的品牌社区及其主要利益相关者的代表进行意见调查,以实现品牌相关体验的个性化。实际意义:在顾客参与的情况下,推行多元化的品牌营销活动,例如:在品牌所有者的所有流程中提高对可持续活动重要性的认识,为品牌产品选择合适的组件,宣传健康饮食,提供娱乐、教育和乐趣的机会,吸引感兴趣的各方和活动的人格化,根据情况调整活动,并建立一个真实和虚拟的社区。社会影响:研究表明,品牌活动/行动/活动确实会影响顾客的行为、他们的体验、态度、参与、购买和使用品牌产品方式的变化、营销人员的做法,最终影响整个社会和自然环境。它们还有助于在利益相关者的参与下,以品牌推广可持续的资源管理方法,并根据《2030年议程》和ESG指令的建议开展项目。原创性/价值:这是第一个这类研究(至少在波兰市场),关于有条理的品牌活动对品牌主要利益相关者的体验的影响,以及由此产生的实际影响(社会、经济、环境和管理)。关键词:体验品牌,可持续实践,品牌项目和活动,创造品牌相关体验的营销方式,案例分析。论文类别:研究论文。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Experience branding in theory and practice. Case study
Purpose: Presenting the essence of modern experience branding (as a result of the available studies and original research), giving an example of marketing tools, methods, and procedures used for Milka experience branding, and to develop recommendations for the interested marketers. Design/methodology/approach: analysis of secondary sources of information, case study of a selected global brand from the food sector for which broad marketing activities creating its market capital are carried out with prosumer engagement, and participant observation of their selected projects combined with result analysis. Findings: Marketing ways of impacting (under the analysed brand) stakeholder experiences, taking into consideration contemporary trends and market conditions through the available communication channels and its social media profiles. Research limitations/implications: The paper was based on literature studies and a case study of a global brand from the food sector. The research problem addressed should be analysed based on a larger number of brands. Moreover, in the next project, opinion surveys among representatives of the brand community of the analysed brand and its key stakeholders are planned for the purpose of personalisation of the brand-related experiences. Practical implications: Implementation – with customer engagement – of diverse branded marketing activities, such as: raising awareness of the importance of sustainable activities in all the processes of the brand owner, selection of the right components for the brand’s products, educating about a healthy diet, providing opportunities for entertainment, education, and fun, engaging the interested parties and personification of activities, adjusting activities to the conditions, and building a real and virtual community. Social implications: Research shows that branding activities/actions/campaigns do impact customer behaviours, their experiences, attitudes, engagement, changes in the ways of buying and using the brand’s products, marketer practices, and – consequently – the entire society and natural environment. They also lead to the promotion – under the brand and with the engagement of its stakeholders – of a sustainable approach to resource management and undertaking projects in line with the 2030 Agenda and recommendations of the ESG directive. Originality/value: It is the first study of this type (at least in the Polish market) regarding the impact of methodical branding activities on the experiences of the brand’s key stakeholders and the resulting practical implications (social, economic, environmental, and managerial). Keywords: experience branding, sustainable practices, brand projects and campaigns, marketing ways of creating brand-related experiences, case study. Category of the paper: research paper.
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