Definitions, branding, experiential marketing, public spaces

7/27/2019 Definitions, branding, experiential marketing, public spaces

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Branding

Branding is most often associated with consumerism and is defined as a marketing tool used to

gain a competitive advantage for a product or service. A brand, a conceptual entity of sorts, is

often confused with the logo or visual imagery that stand for a company, service, etc. but a brand

actually incorporates much more on a semiotic level , and uses imagery and different advertisingand marketing methods to promote itself and become persistent in the mind of the consumer. (

Hackley, 2005).

Brand names and symbols appear to be brands but a deeper understanding of the branding process

reveals that these are actually the currency of communication that marketers use to talk with the

consumers or buyers. They are signifiers of what the brands stand for. Brands are actually hidden

beneath these signs, names or symbols . (Harsh, 2010)

A brand is therefore not a product, even though a branded material or immaterial marketed

substance (like a service) does covey, through association, what the brand stands for. It is

important to make the distinction, which Verma Harsh does systematically in her book branding

demystified. She stresses the following differences between the two:

-A product is physical, brand is intangible.

-A product is the sum of physical parts, brand is more than the sum of the parts.

-A product is about function, brand is about meaning.

- A product is factory manufactured, brand is mentally processed.

-A brand is about values, meaning and human existence

- Great brands originate as ideas which find expression in a product.

Therefore, it can be said that a brand is a complex group of symbols that, when expressed

through a product, communicates to the consumer certain meanings. Usually these meanings are

a promise of value. Based on the presence of a brand, a consumer can rest easy knowing that

they will be getting what they expect and have previously experienced. In this way, a brand is a

guarantee of quality*. (Harsh, 2010)

When we speak of branding transition, a system of progressive change, this refers to the

expression of transitional values within non material and material cultures (architecture,entertainment, services, etc.), which a person that engages in said cultures may

consume*, or rather appropriate.

*this quality does not automatically have to be the best, or even good. But it does represent a

certain stability that helps consumers make choices and is ultimately the basis for brand loyalty,

the reason why consumers keep coming back to a certain product/brand.

* verb [with object] - use up (http://oxforddictionaries.com/definition/english/consume)
http://oxforddictionaries.com/definition/english/consumehttp://oxforddictionaries.com/definition/english/consumehttp://oxforddictionaries.com/definition/english/consumehttp://oxforddictionaries.com/definition/english/consume


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Experiential marketing

1.Experiential marketing campaigns should clearly deliver a meaningful benefit to the consumer.

2.Experiential marketing will be predicated on a one-on-one personal interaction between a

marketer and a consumer.

3.Experiential marketing will be authentic. This will mobilize the marketplace.

4.Experiential marketing is based on engagingpeople in memorable ways.

5.Experiential marketing will empower the individual consumer and unleash the power of

grassroots evangelism.

6.Experiential marketing will deliver relevant communication to consumers only where and when

they are most responsive to them.

7.Experiential marketings goal is to succeed using innovative approaches and tactics to reach outto consumers in creative and compelling ways.

8.Experiential marketing will make or breakthe brands of the future.

Lenderman , Max:Experience the Message,How Experiential Marketing Is Changing the

Brand World, Carroll & Graf Publishers. New York, 2006.

Experiential marketing is a form of advertising that focuses primarily on helping consumersexperience a brand.

While traditional advertising (radio, print, television) verbally and visually communicates the

brand and product benefits, experiential marketing tries to immerse the consumers within the

product by engaging as many other human senses as possible. In this way, experiential

marketing can encompass a variety of other marketing strategies from individual sampling to

large-scale guerrilla marketing.

In the end, the goal of experiential marketing is to form a memorable and emotional connection

between the consumer and the brand so that it may generate customer loyalty and influence

purchase decision.

Attack! Marketing."Experiential 101: What is Experiential

Marketing?" http://www.creativeguerrillamarketing.com, September 23, 2013. 2011. 6 June.

2014.
http://www.creativeguerrillamarketing.com/author/attack-marketing/http://www.creativeguerrillamarketing.com/author/attack-marketing/


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Public Spaces

In urban planning, public space has historically been described as "open space", meaning the

streets, parks and recreation areas, plazas and other publicly owned and managed outdoor

spaces, as opposed to the private domain of housing and work. However, the recent evolutions

of the forms of urban settlement and the growing number and variety of semi-public spaces

managed by private-public or entirely private partnerships questions this notion inherited from

a legal perspective. Somehow today, public space needs to be understood as different from the

public domain of the state and its subdivisions, but rather as a space accessible to the public.

Two separate conceptions have been until now leading an almost independent existence.:

1.public accessibility:In political philosophy, the concept of the public has drawn an important

inspiration from the notions of the Greek agora and the Roman forum, taken as ideal models of

public arenas where the public affairs of the city are discussed among an assembly of equal

citizens.

2.public sphere:Sociology has paid more attention to the physical venues of the city and the

daily interactions of the citizenry. More than the possibility for a debate or a discourse, public

space is measured according to its accessibility, both physical and psychological (Joseph 1998).

This notion enlarges significantly the scope of places considered public to any space accessible

to individuals, provided access is not based on some membership.

Tonnelat ,Stphane. The sociology of urban public spaces Territorial Evolution and Planning

Solution: Experiences from China and France, Paris, Atlantis Press, 2010.

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Definitions, branding, experiential marketing, public spaces