Introduction
  • Introduction: The experience aspect of the economy in strategic branding
  • Brand Experience
  • Building a consistent branding experience
  • Understanding consumers
  • Research Question 1
  • Research Question 2
  • Research Question 3
Defining the experience effect
  • What is the Experience Effect?
  • Transforming a product into a brand
  • Consistency in consumer experience
  • Experience economy construction
  • Sensory experiences in branding
  • Research Question 4
  • Research Question 5
  • Research Question 6
Positioning the experience effect
  • Brand Positioning
  • Positioning through Experience Effect
  • Positioning in consumer marketing
  • Positioning Differentiates
  • Establishing a brand bonding
  • “The Marriott Experience”
  • “Nike” example
  • Brand Consistency
  • “Eatertainment”
  • “Entertailing”
  • The progression of economic value
  • From commodities to experiences
  • Research Question 7
  • Research Question 8
  • Research Question 9
  • Research Question 10
  • Research Question 11
Making the right decision for the brand
  • Staging experiences that sell
  • Services and experiences
  • Economic distinctions
  • Experiential marketing and selling an entertainment experience
  • The concept of selling experiences
  • Shifting from product orientantation to consumer orientation
  • You Are What You Charge For
  • Creating experiences that sell in the experience economy
  • Experiential marketing examples
  • Staging experiences that worth an admission fee
  • How B2B companies create economic value by designing experiences
  • Research Question 12
  • Research Question 13