1 S.

Tsai
Business Horizons (2005) 48, 431 441
ww w .elsevie r.comloca !e"us#or
$n!e%ra!e& mar'e!in% as mana%emen! o( #olis!ic
consumer e)*erience
S#u+*ei Tsai
,e*ar!men! o( -u"lic .ela!ions an& /&ver!isin%, S#i# Hsin 0niversi!1, Taiwan (112) 3o. 1, 4ane 15, Sec. 1,
6u 7#a .oa&, Taiwan, .87
9:;<8.,S
$67=
:)*erien!ial
mar'e!in% *ara&i%m=
Holis!ic consumer
e)*erience=
Bran& value s!ruc!ure
/"s!rac! $n a "i& !o com"ine !#e !wo ma>or *ers*ec!ives (s!ra!e%ic communi+
ca!ions an& s!ra!e%ic "ran& mana%emen!) o( $n!e%ra!e& 6ar'e!in% 7ommunica!ions
($67), !#is ar!icle *ro*oses a Holis!ic 7onsumer :)*erience 6ana%emen! (rame+
wor'. /ccor&in% !o !#e (ramewor', !#e 'e1 mission o( $67 is !o e((ec!ivel1 mana%e
!#e me&ia!e& im*ression o( an& !#e &irec! encoun!er wi!# !#e "ran&, so !#a!
s1ner%ism ensues amon% all !#e in!errela!e& elemen!s o( $67, inclu&in% researc#
an& &evelo*men!, manu(ac!urin%, *rice (ormula!ion, c#annel arran%emen!, con+
sumer service mana%emen!, mar'e!in% messa%e cons!ruc!ion, an& communica!ion
*ro%ram e)ecu!ion. /s suc#, $67 is ca*a"le o( en#ancin% !#e #olis!ic consumer
e)*erience an& crea!in% a #olis!ic "ran& value s!ruc!ure, w#ic# can uni!e !#e
consumer?s sensor1, emo!ional, social, an& in!ellec!ual e)*eriences in a new an&
*osi!ive wa1.
, 2005 9elle1 Sc#ool o( Business, $n&iana 0niversi!1. /ll ri%#!s reserve&.
1. $67 a! a %lance
$n!e%ra!e& 6ar'e!in% 7ommunica!ions ($67), a
ver1 1oun% mar'e!in%+rela!e& &isci*line, is s!ill
un&er%oin% a s!a%e o( conce*!ualiza!ion. <#ile
!#e view o( $67 was *reviousl1 (ocuse& on !#e
!ac!ical as*ec! o( *u!!in% mar'e!in% messa%es
!o%e!#er wi!# a varie!1 o( communica!ion !ools
!o crea!e a consis!en! "ran& ima%e, in recen!
1ears i! #as "een s#i(!in% !owar& a more
s!ra!e%ic orien!a!ion. T#e ra!ionale un&erl1in%
!#is s#i(! is ver1 sim*le@ i( $67 re(ers !o
no!#in% more !#an !ac!icall1 &eliverin% commer+
cial messa%es !#rou%# a mi)!ure o( a&ver!isin%,
*u"lic rela!ions, s*ecial even!s, *ro&uc! *lace+
men!, an& sales *romo!ion ac!ivi!ies, !#en i!
&oe s no! & ese r ve !o incl u&e ! #e
!erm "in!e%ra!e&,A !#e conno!a!ion o( w#ic#
%oes "e1on& a mere mi)!ure o( ever1!#in%
wi!#ou! s!ra!e%ic &iscre!ion.
/ %rowin% num"er o( researc#ers loo' a! $67
(rom !#e *ers*ec!ives o( s!ra!e%ic communica!ions
an& s!ra!e%ic "ran& mana%emen!. However, a
review o( li!era!ure in&ica!es !#e lac' o( a (rame+
wor' !#a! com"ines !#ese !wo *ers*ec!ives in!o a
com*re#ensive en!ire!1. /s a resul!, $67 seems li'e
a mar'e!in% *rac!ice s*li! "1 "ran& communica!ors
an& "ran& mana%ers, "o!# o( w#om claim au!#ori!1
:+mail a&&ress@ !sais*B c c.s#u.e&u. !w.
over i!.
0005+2813C + see (ron! ma!!er , 2005 9elle1 Sc#ool o( Business, $n&iana 0niversi!1. /ll ri%#!s reserve&.
&oi@10.1012>."us#or.2005.02.005
$n a "i& !o orc#es!ra!e !#e a(oremen!ione& !wo
*ers*ec!ives, !#is ar!icle a**lies !#e e)*erien!ial
mar'e!in% *ara&i%m an& conce*!ualizes $67 wi!#in
!#e Holis!ic 7onsumer :)*erience 6ana%emen!
(ramewor' (H7:6). T#e *ro*ose& (ramewor'
ar%ues !#a! $67 is ca*a"le, !#rou%# !#e com*re+
#ensive orc#es!ra!ion "e!ween communica!ion (ac+
!o rs a n & " ra n& m a na% e m e n! , o ( m ana%
in% e((ec!ivel1 !#e me&ia!e& im*ression o( an&
!#e &irec! encoun!er wi!# !#e "ran&. <#a! resul!s
is a #olis!ic "ran& value s!ruc!ure, (ull1 re(lec!in%
!#e men!al an& *#1sical s*aces o( !#e
consumer, relevan! !o #is or #er sensor1,
emo!ional, social, an& in!ellec!ual e)*eriences.
/ s!ra!e%ic a)is (ocusin% on !#e #olis!ic consumer
e)*erience ou%#! !o run !#rou%# !#e uni!s o(
researc# an& &evelo*men!, manu(ac!urin%, mar+
'e!in% mana%emen!, an& mar'e!in% communica+
!ions. T#is "rin%s ou! !#e s1ner%1 o( in!errela!e&
elemen!s in !#ese uni!s !o co#or! !#e $67 *rac!ice,
w#ic# lea&s !o a sus!aina"le &rivin% (orce o( !#e
"ran& usa%e.
2. T#e era o( !#e e)*erience econom1
2.1. T#e /**le S!ore :)*erience
$n 2001, /**le 7om*u!er $nc. "e%an a (ora1 in!o
&irec! re!ailin% "1 o((erin% !#e &/**le S!ore :)*e+
rience.T ,esi%ne& wi!# !#e !ar%e! consumer in
min&, !#e /**le S!ore :)*erience o((ers on+si!e
o**or!uni!ies !o learn an& e)*erience !#in%s !#a!
can ac!uall1 "e &one wi!# a com*u!er, suc# as ma'e
movies, "urn cus!om music 7,s, an& *u"lis# &i%i!al
*#o!os on *ersonal <e" si!es. 0nli'e !#e more
!ra&i!ional re!ail se!u* o( i!ems "ein% or%anize& "1
!1*e (e.%., *rin!ers over #ere, cameras over !#ere),
*ro&uc!s in !#e /**le S!ore are arran%e& "1 !#e
con!e)!s in w#ic# *eo*le use !#em. <i!# &i%i!al
cameras, *#o!o *rin!ers, an& /**le?s i-#o!o so(!+
ware se! u* !o%e!#er, consumers can envision usin%
!#ese *ro&uc!s in !#eir own lives, w#ile &reamin%
a"ou! !#e *ossi"ili!ies o( en>o1in% !#em in &i((eren!
si!ua!ions.
6oreover, !#e s!ores (ea!ure /**le Denius Bars,
in w#ic# *ro(essional consul!an!s are availa"le !o
answer !ec#nical Eues!ions, ac!in% as (rien&l1 liai+
sons !o connec! consumers more closel1 wi!# !#e
/**le "ran&. $n !#e u*s!airs mul!ime&ia !#ea!er,
s#o**ers e)*erience !#e a"un&ance an& sum*!u+
ousness o( !#e au&iovisual e((ec!s !#e /**le
%a&%e!s are ca*a"le o( *ro&ucin%, wi!# !#e s#o*+
*ers? senses receivin% sa!is(ac!or1 !rea!men!.
,esi%ne& !o ma'e !#e consumer e)*erience
more visionar1, valua"le, meanin%(ul, memora"le,
an& en>o1a"le, !#e /**le S!ore no! onl1 *rovi&es
/**le 7om*u!er $nc. wi!# consi&era"le revenue
%row!#, "u! also un&erscores a new *#iloso*#1 o(
mar'e!in%.
2.2. / new *#iloso*#1 o( mar'e!in%
$n !#e las! (ew 1ears, man1 mar'e!in% researc#ers
#ave come !o !#e a%reemen! !#a! mar'e!in%?s
(un&amen!al mission is !o mana%e !#e consumer
e)*erience. -ine an& Dilmore (1FFF) were !#e (irs!
!o (ormall1 announce !#e arrival o( !#e e)*erience
econom1 era, w#ic# reEuires a new *#iloso*#1 o(
mar'e!in% !#a! *riori!izes !#e consumer e)*erience
o( *ro&uc! "ran&s. Gor "e!!er or (or worse, !#e 21s!
cen!ur1 mar'e!*lace #as c#an%e& s!ra!e%ies (rom
sellin% *ro&uc!s an& services !o sellin% consumer
e)*eriences.
$n T#e :)*erience :conom1, -ine an&
Dilmore (1FFF) asser! !#a! !#e mar'e!*lace is !o
"e un&er+ s!oo& as a !#ea!rical s!a%e, re*le!e
wi!# ac!ors, scri*!s, an& au&ience (consumer)
*ar!ici*a!ion. 7en!ral !o !#eir !#esis is !#e no!ion
!#a! com*anies now mar'e! an& sell muc# more
!#an >us! *ro&uc!s, "ecause consumer e)*erience
#as "ecome !#e core elemen!.
7ar"one (1FF8) also warns com*anies a%ains! !#e
m1o*ic view !#a! !#e1 are e)clusivel1 in !#e
*ro&uc! an& service "usiness (commo&i!1 "usiness),
ra!#er !#an !a'in% a "roa&er one w#ic# reco%nizes
!#e value !#e1 crea!e as a !o!al consumer e)*eri+
ence. T#e !ra&i!ional *ro&uc!service value *ro*+
osi!ion is no lon%er a&eEua!e (or reac#in%
consumers or crea!in% si%ni(ican! &i((eren!ia!ion.
Businesses mus! (acili!a!e !#e en#ancemen! o( a
seamless !o!al e)*erience (or consumers, w#ic#
&e!ermines w#e!#er *ro&uc!s an& services main!ain
com*e!i!ive e&%es.
/ccor&in% !o a s!u&1 con&uc!e& "1 6ar'e!in%
<ee' (as ci!e& in 3H 6ar'e!in% 6a%azine, 2003),
51I o( senior e)ecu!ives in !#e 0.S. an& 0.9.
a%ree& !#a! !#e consumer e)*erience is !#e ne)!
"i% "a!!le%roun&. Gra%men!e& me&ia, clever an&
ar!icula!e& consumers, an& !#e rise o( (ree!#in'in%
an& savv1 cus!omers are (ac!ors !#a! #ave #el*e&
crea!e an a!mos*#ere in w#ic# mar'e!in% is more
c#allen%in% !#an ever. 0n&er suc# con&i!ions,
e)*erien!ial mar'e!in% %ains im*or!ance, es*e+
ciall1 (or mar'e!ers o( in!an%i"le *ro&uc!s.
-e*si, (or e)am*le, #as "e%un !o use non+!ra&i+
!ional (orms o( mar'e!in% a&voca!e& "1 !#e e)*e+
rien!ial *ara&i%m. :n>o1in% a sales %row!# o( 30I in
2002 wi!# rela!ivel1 small e)*en&i!ures on !ra&i+
!ional me&ia a&ver!isin%, -e*si now en%a%es in
mar'e!in% !#rou%# live+s#ow *ro&uc! *lacemen!s,
s*ecial even!s wi!# im*ressive a!mos*#eric im*ac!
433 S. Tsai $n!e%ra!e& mar'e!in% as mana%emen! o( #olis!ic consumer e)*erience 433
an& "ran& communi!1 ac!ivi!ies !#a! !i%#!en emo+
!ional "on&in%, an& con!inuousl1 innova!e& *ro&uc!
Euali!1. T#ese measures, aime& a! !#e es!a"lis#+
men! o( "ran& s!ren%!#, are c#arac!erize& "1
en#ancin% !#e consumer e)*erience (3H 6ar'e!in%
6a%azine, 2003).
2.3. Bran& value s!ruc!ure an& consumer
e)*erience
.ecen!l1, -ra#ala& an& .amaswam1 (2004) c#al+
len%e& mar'e!in% s!ra!e%is!s an& e)ecu!ives ali'e
!o consi&er a com*le!el1 new *ara&i%m (or value
crea!ion. T#eir "asic *remise su%%es!s !#a! (u!ure+
!#in'in% cor*ora!ions s#oul& s#i(! s!ra!e%ic (ocus
(rom mana%in% resources an& ca*a"ili!ies !o man+
a%in% !#e consumer e)*erience as !#e *rimar1
source o( value crea!ion. <i!# !#e conver%ence o(
in&us!ries, !ec#nolo%ies, an& ac!ive consumers, !#e
role o( !#e consumer in !o&a1?s "usiness s1s!em #as
c#an%e&. T#us, !#e (u!ure o( com*e!i!ion res!s on a
new a**roac# !o value crea!ion wi!# a #olis!ic
"ran& value s!ruc!ure, !#e 'e1 (unc!ion o( w#ic# is
!o en#ance !#e consumer e)*erience a! various
&imensions.
/s -ra#ala& an& .amaswam1 (2004) em*#asize,
(irms, in or&er !o "e success(ul in value crea!ion,
mus! (ocus on a new se! o( "uil&in% "loc's@ in+&e*!#
&ialo% wi!# cus!omers, !rans*arenc1 !o (acili!a!e
!#is *o!en!iall1 in!rusive in!erac!ion, new 'in&s o(
access !o in(orma!ion, an& !#e (ree&om !o
e)c#an%e in(orma!ion (!o assess an& s#are ris's).
Jia !#ese "uil&in% "loc's, mar'e!ers are in a "e!!er
*osi!ion !o e)cel in en%ineerin% a "ran& value
s!ruc!ure !#a! is carve& ou! !o en#ance !#e
consumer e)*erience.
$n !#e *as!, com*anies an& consumers in !#e
value crea!ion *rocess were *rescri"e& !o #ave
&is!inc! roles o( *ro&uc!ion vs. consum*!ion. -ro&+
uc!s an& services con!aine& value, an& mar'e!s
e)c#an%e& !#is value (rom !#e *ro&ucer !o !#e
consumer. Bu! in !#e e)*erience econom1, as !#e
mar'e!*lace moves (rom !#e conven!ionalis! *ro&+
uc!+cen!ere& no!ion !owar& !#e e)*erien!ialis!
consumer+cen!ere& no!ion, !#e &is!inc!ion "e!ween
*ro&uc!ion an& consum*!ion &isa**ears. $ncreas+
in%l1, consumers are involve& in !#e *rocesses o(
"o!# &e(inin% an& crea!in% value, an& !#e co+
crea!e& e)*erience o( consumers !#rou%# !#e
#olis!ic "ran& value s!ruc!ure "ecomes !#e ver1
"asis o( mar'e!in%.
7onsi&er, (or e)am*le, Blue 3ile, !#e $n!erne!+
"ase& &iamon& mar'e!in% com*an1. Since 2003,
Blue 3ile #as em*lo1e& a co+crea!e& e)*erience
a**roac# !o "ecome !#e lar%es! en%a%emen! rin%
"ran& in !#e 0ni!e& S!a!es. $!s we"si!e invi!es
cus!omers !o "rowse &iamon&s *rice& a! #al( !#e
cos! o( !#ose (oun& in re%ular re!ail s!ores, c#oose a
%ems!one !#a! "es! (i!s !#eir cri!eria, an& selec! a
rin% se!!in%. Blue 3ile !#en &is*la1s !#e rin% ima%e,
lis!s a *rice, an& o((ers !#e cus!om &esi%n (or sale.
$n !#is wa1, !#e com*an1 wor's earnes!l1 wi!#
*ros*ec!ive consumers !#rou%# a *ersonalize&
in!erac!ive service s1s!em in &esi%nin% !#eir rin%s
in!o !#e "es! *ossi"le an& mos! &esire& mo&e. $n
a&&i!ion, a (as! &eliver1 s1s!em ensures !#a! !#e
&esi%ne& rin% reac#es i!s !erminal owner on !ime.
S#oul& !#e consumer c#an%e #is or #er min& an&
wan! !o a&>us! !#e rin%?s ori%inal mo&e, an arran%e+
men! is ma&e imme&ia!el1 !o (ul(ill !#a! wis#.
4ac'in% man1 o( !#e *us# an& *ull (orces *rovi&e&
"1 #an&somel1 a&ver!ise& messa%es, !#e Blue 3ile
e)*erience s*rea&s i!sel( amon% consumers via
wor&+o(+mou!# an& >ournalis!ic e)*osure.
.a!#er !#an "ein% a!!ri"u!a"le !o !#e %immic' o(
#i%#+!ec# $n!erne! mar'e!in%, !#e secre! o( Blue
3ile?s success lies in i!s #olis!ic "ran& value
s!ruc!ure. T#e cus!omer?s sensor1 involvemen! in
!#e *rocess lea&s !o an en>o1a"le consumer mar+
'e!in% e)*erience.
2.4. :)*erien!ial mar'e!in% *ara&i%m
/s 6c7ole (2004) summarizes, !#e cru) o( !#e
e)*erien!ial mar'e!in% *ara&i%m lies in e)!en&in%
!#e concern o( mar'e!ers "e1on& !#e realm o(
consumer sa!is(ac!ion in!o !#a! o( a!!ac#in% !#e
consumer e)*erien!iall1 !o !#e *ro&uc!service.
T#us, !#e !ra&i!ional mar'e!in% conce*! !#a! *laces
em*#asis solel1 on consumer sa!is(ac!ion is no
lon%er in !une wi!# !#e e)*erience econom1.
6ar'e!ers are (ace& wi!# !#e c#allen%e o( (in&in%
wa1s in w#ic# consumer commi!men! is commen+
sura!e wi!# !#e en#ancemen! o( uniEue an&
en>o1a"le e)*eriences.
S!ar"uc's, !#e s*ecial!1 co((ee re!ailer, is one o(
!#e %rea! 21s! cen!ur1 success s!ories !#a! owes i!s
ac#ievemen!s !o !#e e)*erien!ial mar'e!in% *ara+
&i%m. 7onsi&ere& one o( !#e mos! a&mire& com*a+
nies !o&a1, S!ar"uc's #as %rown (rom a sin%le s!ore
in Sea!!le 33 1ears a%o !o 5F45 ou!le!s in 0ni!e&
S!a!es an& 23F2 more in 28 coun!ries, !o&a1. $n
(iscal 1ear 2003, !#e com*an1 *os!e& revenues o(
C4.1 "illion.
Base& on !#e e)*erien!ial mar'e!in% *ara&i%m,
!#e com*an1 #as success(ull1 !urne& a *e&es!rian
commo&i!1 in!o a S!ar"uc's li(es!1le e)*erience, in
w#ic# !#e co((ee#ouse "ecomes a %a!#erin% *lace.
$! is no! >us! a s#o* !#a! o((ers %ourme! cu*s o(
co((ee, "u! also a cen!er (or socializin% an&
in!ellec!ual &iscussion, *ar!icularl1 amon% s!u&en!s
an& 1oun% ur"an *ro(essionals. T#is !1*e o( uniEue
o((erin% is relevan! an& &i((eren!ia!e&. $n i!s s!ores,
S!ar"uc's consumers will (in& com(or!a"le c#airs,
wireless $n!erne! connec!ions, an& even &ownloa&+
a"le music selec!ions. Gur!#ermore, !#rou%# a
never+en&in% c1cle o( *ro&uc! innova!ions, S!ar+
"uc's welcomes i!s !ar%e! au&ience !o e)*ress !#eir
o*inions. T#e en& resul! is an en>o1a"le e)*erience
(or a "roa& ran%e o( consumers, inclu&in% s!u&en!s,
ur"an *ro(essionals, an& ar!s wor'ers.
Sim*l1 s!a!e&, !#e e)*erien!ial mar'e!in% *ara+
&i%m re*resen!s a &iver%ence (rom !#e more !ra&i+
!ional !eac#in%s o( revi!alizin%, re!#in'in%,
reali%nin%, an& re(ocusin% "o!# conce*!s an& (unc+
!ions. T#is *ara&i%m see's !o i&en!i(1 a!!i!u&es an&
value se!s #el& in common across an au&ience,
al!#ou%# &emo%ra*#ic an& li(es!1le c#arac!eris!ics
o( mem"ers mi%#! "e Eui!e &iverse. T#e (un&a+
men!al i&ea is !o s!re!c# "e1on& !#e !ra&i!ional
"oun&aries o( mar'e!in% manu(ac!ure& an& service
*ro&uc!s in!o a realm !#a! (ocuses on w#a!
e)*eriences !#e *ro&uc! ma1 %enera!e !o ma'e
&ail1 li(e more en>o1a"le.
3. Two *ers*ec!ives o( $67
$n!e%ra!e& 6ar'e!in% 7ommunica!ions ($67), an
o(!+&iscusse& "u! &iver%en!l1 conce*!ualize& mar+
'e!in%+rela!e& &isci*line, #as never "een seriousl1
viewe& (rom !#e e)*erien!ial mar'e!in% *ara&i%m.
/s suc#, $67 seems !o "e ou! o( !ouc# wi!# !#e
emer%in% "u! im*or!an! !ren& o( *lacin% mar'e!in%
mana%emen! an& communica!ion in !#e con!e)! o(
!#e e)*erience econom1. T#us, i! is "o!# !#eore!+
icall1 an& *rac!icall1 a**ro*ria!e !o com"ine ma>or
*ers*ec!ives o( $67 "1 a**l1in% !#e e)*erien!ial
mar'e!in% *ara&i%m, in or&er !#a! !#e overarc#in%
!as' o( !o&a1?s mar'e!ers (consumer e)*erience
mana%emen!) ma1 "e &ul1 incor*ora!e& in!o !#e
conce*!ualiza!ion o( $67.
Be(ore we en%a%e in an in+&e*!# &iscussion
re%ar&in% #ow $67 is conce*!ualize& wi!# !#e
e)*erien!ial mar'e!in% *ara&i%m, i! is necessar1
!o !a'e a loo' a! !#e !wo ma>or, "u!
&is!inc!, *ers*ec!ives o( $67@ s!ra!e%ic
communica!ions an& s!ra!e%ic "ran& mana%emen!.
3.1. $67 as s!ra!e%ic
communica!ions
T#e mos! resonan! call (or eleva!in% $67 !o !#e
al!i!u&e o( s!ra!e%ic communica!ions came in !#e
la!e 1FF0s, w#en S#ul!z (1FF8) s!ron%l1 e)*resse&
#is view !#a! !#e "ran& is !#e ver1 'e1 !o $67. /s #e
ar%ues, !#e "ran& is su**ose& !o "e !#e #u" o( w#a!
consumers wan!, nee&, an& consi&er valua"le. To
ac#ieve !#is o">ec!ive, i! is reEuire& !#a! s!ra!e%ic
communica!ion (unc!ions o( $67 "e "rou%#! in!o (ull
*la1.
$n essence, !#e s!ra!e%ic communica!ions *er+
s*ec!ive o( $67 involves "len&in% various commu+
nica!ion &evices (e.%., *u"lici!1, a&ver!isin%, sales
*romo!ion, e!c.) in!o a uni(ie& an& *re(era"le
"ran& ima%e in !#e mar'e!in% cam*ai%n. Denerall1,
!#is *ers*ec!ive *u!s (orwar& !wo "asic *ro*osi+
!ions (or $67@
(1) $67 is a coor&ina!e& mar'e!in% communica+
!ion *rocess, w#ic# (ocuses on uni(1in% a
(irm?s communica!ion e((or!s across !#e s*ec+
!rum o( mar'e!in% communica!ion &isci*lines
!o !ar%e! mul!i*le au&iences wi!# a messa%e
con%ruen! wi!# !#eir e)*ec!a!ions=
(2) $67 is !o (acili!a!e one+voice as well as
si!ua!ional "ran& communica!ion, w#ic#
em*#asizes uni!1 amon% various communica+
!ion ve#icles an& *romo!ional !ools !o re(lec!
"ran& ima%e !#a!, in a&&i!ion !o "ein% con+
sis!en! in &i((eren! con!e)!s, is also *re(erre&
"1 &i((eren! !ar%e! consumers.
,uncan (2001), !#e well+'nown s!ra!e%ic com+
munica!ion !#eoris! o( $67, (ur!#er ela"ora!es !#a!
!#ere are (ive s!ra!e%ic communica!ion elemen!s
(or %enera!in% e((ec!ive $67. Girs!, $67 &e*en&s on
cross+(unc!ional &esi%n wi!# su**or! (rom !o* an&
senior mana%ers. T#e secon& elemen!, !#e ou!si&e+
in &a!a"ase, #el*s !o &e!ermine consumer *erce*+
!ions an& mar'e! !ren&s, an& is a! !#e cen!er o(
$67. T#e ou!si&e+in &a!a"ase ac!s as an en%ine (or
!#e seEuen!ial various mar'e!in% communica!ion
ac!ivi!ies. T#ir&, mar'e!in% messa%es an& ac!iv+
i!ies, o*era!in% in a s1ner%is!ic manner, mus! (ollow
!#e *rinci*les o( consis!enc1, in!e%ra!ion, clari!1,
s1s!ema!iza!ion, economics, an&
concen!ra!ion. T#e (our!# elemen! rela!es !o !#e
wi&e sco*e o( !ar%e! au&iences, w#o consis! o(
cus!omers, *ros+ *ec!s, an& en& consumers, as
well as all selec!e& !ar%e! au&iences, inclu&in%
%overnmen!al a%encies, consumer ri%#!s a&voca!es,
an& communi!1 %rou*s. Ginall1, i! is su%%es!e&
!#a! a success(ul "ran& s#oul& "e "ase& on a
s*ecial rela!ions#i* wi!# mul!i*le au&iences,
un&er*inne& "1 !wo+wa1 an& s1mme!ric
communica!ions.
$n sum, (rom !#e *ers*ec!ive o( s!ra!e%ic com+
munica!ions, $67 is un&ers!oo& as in!e%ra!in% all
!#e communica!ion (ac!ors insi&e an& ou!si&e !#e
cor*ora!e or%aniza!ion, in *ursui! o( a communica+
!ion environmen! in w#ic# !#e "ran& re*resen!s
i!sel( !#rou%# !#e mul!i+(ace!s o( communica!ion
en&eavors %eare& aroun& "uil&in% a consis!en! an&
*re(era"le "ran& ima%e. T#us, !#e !ar%e! consum+
ers ma1 *erceive !#e "ran& !#rou%# s!ra!e%icall1
in!e%ra!e& mar'e!in% messa%es.
3.2. $67 as s!ra!e%ic "ran& mana%emen!
$n a&&i!ion !o concen!ra!in% on communica!ion
(ac!ors, ei!#er !ac!icall1 or s!ra!e%icall1, researc#+
ers #ave "e%un !o conce*!ualize $67 (rom !#e
*ers*ec!ive o( s!ra!e%ic "ran& mana%emen!. $n line
wi!# !#is, !#e s!u&1 o( $67 is con&uc!e& more in !#e
s*ec!rum o( !o!al Euali!1 mana%emen! an& &ual
"ran& *osi!ionin%. T#is *ers*ec!ive, more *ro+
nounce& in u*&a!in% !#e conven!ional 4*s !#eor1
o( mar'e!in% mana%emen! (*ro&uc!, *rice, *lace,
an& *romo!ion) !o !#e con!em*orar1 mar'e!in%
*rac!ice, is c#arac!erize& "1 !wo *rinci*les@
(1) S!ra!e%ic "ran& mana%emen! is an ali%nmen!
o( !o!al Euali!1 mana%emen! wi!# $67=
(2) Bran& *osi!ionin% s#oul& em*#asize "o!#
(unc!ionali!1 an& s1m"olism.
$n !#e mi&+1FF0s, !#e !ec#niEues o( !o!al
Euali!1 mana%emen! (TA6) "e%an !o "e em*lo1e&
in com"ina!ion wi!# $67 (or s!ra!e%ic "ran&
mana%emen! (&e 7#erna!on1, 1FF2). T#e
mos! no!a"le TA6$67 *ro>ec! (rom !#is *erio&
was !#e /wareness, Trial, an& 0sa%e s!u&1, w#ic#
was aime& a! measurin% !#e e((ec!iveness o(
(1) mar'e!in% communica!ions in im*rovin%
consumer awareness o( !#e "ran&, (2) *romo!ional
o((ers in increasin% consumer !rial o( !#e "ran&, an&
(3) manu(ac!urin% in s!ren%!#enin% consumer
reco%ni+ !ion o( *ro&uc! Euali!1. T#e (in&in%s o( !#e
*ro>ec! in&ica!e !#a! all !#ree measures #el*
ac#ieve !#e resul! o( main!ainin% con!inuous
consumer usa%e o( !#e "ran&.
Ha1nes, 4ac'man, an& Dus'e1 (1FFF) s1s!ema!i+
call1 !#eorize !#a! $67 nee&s !o "e incor*ora!e&
in!o !o!al Euali!1 mana%emen!. /s !#e1 con!en&,
!#e 'e1 !o com*re#ensive "ran& mana%emen! is
ali%nin% !o!al Euali!1 mana%emen! *rinci*les an&
in!e%ra!e& mar'e!in% communica!ion e((or!s,
#ence (ormula!in% s1ner%is!ic s!ra!e%1 an& e)ecu+
!ion in !#e manu(ac!urin% an& mar'e!in% o( !#e
"ran&. $n !#is wa1, s!ra!e%ic "ran&
mana%emen! "ecomes *ossi"le, an& can *ro&uce
lon%+las!in% e((ec!s in mee!in% consumer nee&s
on &i((eren! levels. T#e com"ina!ion o( $67 an&
!o!al Euali!1 mana%emen! resul!s in com*re#ensive
"ran& man+ a%emen!. T#is com*re#ensive "ran&
mana%emen! e)!en&s (rom !#e level o( "asic
Euali!1 con!rol !o !#ose o( !#e mana%emen! o(
em*lo1ees, su**liers, &is!ri"u!ors, mar'e!in%
communica!ion a%encies, an& !#e me&ia.
/no!#er essen!ial elemen! in $67 "ein% conce*+
!ualize& (rom !#e *ers*ec!ive o( s!ra!e%ic "ran&
mana%emen! is a!!ri"u!a"le !o !#e &ual "ran&
*osi!ionin% !#eor1, w#ic# asser!s !#a! !#e (unc!ion+
ali!1 an& s1m"olism o( !#e *ro&uc! "ran& im*ac!
mar'e!in% e((ec!iveness. B#a! an& .e&&1 (1FF8),
w#o con&uc!e& an em*irical s!u&1 on !#e consumer
*erce*!ions o( &i((eren! *ro&uc! ca!e%ories, (in&
!#a! (unc!ionali!1 an& s1m"olism a((ec! similarl1 on
consumer evalua!ions o( "o!# u!ili!arian an&
e)*ressive *ro&uc! "ran&s. T#e mean ra!in%s o(
e)*ressive "ran&s on !#e (unc!ional scale were
%enerall1 aroun& !#e mi&+*oin!, an& ra!in%s o(
u!ili!arian "ran&s on !#e s1m"olic scale were also
close !o !#e mi&+*oin!. T#us, a &ual "ran& *osi!ion+
in% !#eor1 is *ro*ose& (or "ran& mana%ers, an& $67
is su%%es!e& !o "e ins!rumen!al in *osi!ionin% !#e
"ran& no! onl1 in !erms o( #i%# Euali!1, "u! also in
!erms o( s1m"olic meanin%s.
$n sum, accor&in% !o !#e s!ra!e%ic "ran& man+
a%emen! *ers*ec!ive, $67 s#oul& "e carrie& ou! in
a manner in w#ic# i! is ali%ne& wi!# !o!al Euali!1
mana%emen! an& !#e &ual "ran& *osi!ionin%
a**roac#. <i!# !#e #el* o( s!ra!e%ic in!e%ra!ion
in !#e areas o( se!!in% "ran& conce*!, &esi%nin%
"ran& a!!ri"u!es, selec!in% "ran& &is!ri"u!ors#i*,
arran%in% "ran& service s1s!em, an& *lannin% "ran&
messa%e cons!ruc!ion&eliver1 !o !une+in wi!# !#e
com*le) an& vola!ile e)*ec!a!ions o( !#e con+
sumer, "ran& mana%ers #ave a "e!!er c#ance o(
au%men!in% con!inuous consumer usa%e o( !#e
"ran&.
4. -ro*ose& H7:6 (ramewor' o( $67
$n !#is era o( !#e e)*erience econom1, !#e
*er+ s*ec!ives o( $67 as s!ra!e%ic
communica!ions or s!ra!e%ic "ran& mana%emen!
(ail !o %ras* !#e essence o( $67 as a
com*re#ensive en!ire!1 in en#ancin% !#e
consumer e)*erience. $n !erms o( !#e s!ra!e%ic
communica!ions *ers*ec!ive, !oo muc# em*#asis
is *lace& on communica!ion (ac+ !ors, w#ile o!#er
mar'e!in% (ac!ors are no! s!resse& enou%#.
/l!#ou%# wi&er in i!s mar'e!in% mana%e+ men!
view o( !o!al Euali!1 mana%emen! an& &ual "ran&
*osi!ionin%, !#e s!ra!e%ic "ran& mana%emen!
*ers*ec!ive %ives s#or! s#ri(! !o !#e un&ers!an&in%
!#a! $67 also serves as a s!ra!e%ic communica!ion
(unc!ion.
T#om*son (1FF5) an& 6oo1 an& .o""en (2002)
&is!in%uis# "e!ween !wo !1*es o( consumer e)*e+
riences, me&ia!e& an& live&, w#ic# (orm !#e !o!al
*erce*!ion o( a *ar!icular o">ec!. 7once*!uall1, !#e
me&ia!e& e)*erience resul!s (rom me&ia+%enera!e&
an& wor&+o(+mou!# messa%es, con!ainin% narra+
!ives an& even!s s*a!iall1 an& !em*orall1 &is!an!
(rom !#e *rac!ical con!e)! o( &ail1 li(e. T#e live&
e)*erience resul!s (rom !#e *rac!ical ac!ivi!ies an&
&irec! encoun!ers in our ever1&a1 lives, an& is
si!ua!e&, imme&ia!e, an& lar%el1 non+re(le)ive.
<#en we view $67 in !erms o( s!ra!e%ic commu+
nica!ions, !#e me&ia!e& e)*erience is lar%el1
mana%e&. 7onversel1, i( $67 is loo'e& u*on onl1
(rom !#e *ers*ec!ive o( s!ra!e%ic "ran& mana%e+
men!, *rimar1 a!!en!ion is %iven !o !#e mana%e+
men! o( !#e live& e)*erience. $n o!#er wor&s, !#e
!wo *ers*ec!ives o( $67 #ave !o "e com"ine& !o
#olis!icall1 cover "o!# !#e me&ia!e& an& live&
e)*eriences o( consumers.
$n or&er (or $67 !o "e conce*!ualize& as
mana%emen! o( !#e #olis!ic consumer e)*erience,
a (ramewor' is nee&e& !o incor*ora!e s!ra!e%ic
communica!ion (ac!ors ((or "uil&in% a consis!en!
an& *re(era"le "ran& ima%e) an& s!ra!e%ic "ran&
mana%emen! (w#ic# s!resses su*erior *ro&uc!
Euali!1 an& o((ers consumers (unc!ional an& s1m+
"olic meanin%s). /s a (acili!a!or, !#is ar!icle
*ro*oses a Holis!ic 7onsumer :)*erience 6ana%e+
men! (H7:6) (ramewor', w#ic# a**lies !#e e)*e+
rien!ial mar'e!in% *ara&i%m in orc#es!ra!in% !#e
sai& !wo *ers*ec!ives o( $67, an& !#us es!a"lis#es
a more com*re#ensive *ers*ec!ive o( $67.
S*eci(icall1, accor&in% !o !#e *ro*ose& Holis!ic
7onsumer :)*erience 6ana%emen! (ramewor',
!#e *rimar1 conce*!ualiza!ion %ui&ance o( $67 is
%roun&e& on !#e *remise !#a! s!ra!e%ic commu+
nica!ions an& s!ra!e%ic "ran& mana%emen! s#oul&
"e com*re#ensivel1 orc#es!ra!e& (Gi%. 1). T#e
'e1 mission o( $67 is &esi%na!e& as e((ec!ivel1
mana%in%@
K
T#e me&ia!e& im*ression o( !#e "ran&@ /n
accumula!ion o( me&ia an& in!er*ersonal com+
munica!ion messa%es re%ar&in% !#e !an%i"le an&
in!an%i"le a!!ri"u!es o( !#e *ro&uc! "ran&=
K
T#e &irec! encoun!er wi!# !#e "ran&@ Base& on
!#e imme&ia!e an& ins!an!aneous e)*erience in
!#e "u1in% an& usin% con!e)!s o( !#e *ro&uc!
"ran&.
T#us, s1ner%ism is su**ose& !o ensue in all !#e
in!errela!e& elemen!s o( $67, inclu&in% researc#
an& &evelo*men!, manu(ac!urin%, *rice (ormula+
!ion, c#annel arran%emen!, consumer service man+
a%emen!, mar'e!in% messa%e cons!ruc!ion, an&
communica!ion *ro%ram e)ecu!ion. /s suc#, $67
as a com*re#ensive en!ire!1 is aime& a! ac#ievin%
!#e (ollowin% (our ou!comes@
(1) Gramin% *re(era"le "ran& vision@ T#e con+
sumer ma1 ima%ine, wi!# a %rea! &eal o(
*leasura"le an!ici*a!ion, !#e "ene(i!s an&
*er(ormance !#e1 mi%#! receive (rom !#e
*ro&uc! "ran&=
(2) S!ren%!#enin% "ran& value an& meanin% *er+
ce*!ion@ T#e consumer no! onl1 acEuires !#e
*ro&uc! "ran& in i!s *#1sical (orm, "u! is also
*rovi&e& wi!# a&&e& values an& meanin%s on
co%ni!ive, a((ec!ive, an& social levels=
S!ra!e%ic
7ommunica!ions
:((ec!ivel1 6ana%in%
6e&ia!e& $m*ression
8( !#e Bran&
Holis!ic 7onsumer :)*erience
7om*re#ensive
:n#ance& "1 $67
8rc#es!ra!ion
/s a 7om*re#ensive :n!i!1
:((ec!ivel1 6ana%in%
,irec! :ncoun!er
<i!# !#e Bran&
S!ra!e%ic
Bran& 6ana%emen!
Gi%ure 1 Holis!ic consumer e)*erience mana%emen! (ramewor' o( $67.
(3) :nric#in% "ran& memor1@ T#e consumer ma1
#ave vivi& an& color(ul memories o( !#e
*ro&uc! "ran&, w#ic# ca!al1zes (u!ure
re*urc#ase in!en!ion an& "e#avior=
(4) 6a'in% &ail1 li(e more en>o1a"le as a
w#ole@ <i!# !#e #olis!ic consumer e)*erience
"ein% en#ance&, !#e mar'e!e& *ro&uc!
"ecomes a (acili!a!or in "rin%in% mul!i+
(ace!e& en>o1men! in!o !#e &ail1 lives o(
consumers.
/ccor&in% !o 7si'szen!mi#al1i (1FF5), e)*erien+
ces &erive& (rom "o!# me&ia an& &irec! encoun!ers
are or%anize& "1 !#e consumer ima%ina!ion, so !#a!
!#e consumer un&ers!an&s w#a! is *resen!e& !o !#e
senses. $n o!#er wor&s, a *erson?s *erce*!ion o( an
o">ec! is !#e resul! o( an in!erac!ion "e!ween !#eir
men!al (acul!ies an& environmen!al con!e)!s.
$ma%ina!ion *la1s an ac!ive role in (acili!a!in% suc#
a *rocess. Gor e)am*le, on a visi! !o !#e ,isne1
!#eme *ar', consumers ma1 con>ure u* me&ia+
%enera!e& in(orma!ion a"ou! !#e *ar' an& ima%i+
na!ivel1 associa!e i! wi!# !#eir *ersonal e)*erien+
ces !#ere. T#is lea&s !o a more com*re#ensive
e)*erience, an& one w#ic# mi%#! "e all !#e more
en>o1a"le (or i!. /s a resul!, consumers ma1 (in&
!#emselves in a worl& !#a! a**eals no! onl1 !o !#eir
*#1sical senses, "u! !#eir men!al an& emo!ional
senses, as well.
Base& on !#e e)*erien!ial *ara&i%m, $n!e%ra!e&
6ar'e!in% 7ommunica!ions reco%nizes !#e &1nam+
ici!1 in cons!ruc!in% !#e consumer e)*erience, an&
!#us calls (or mana%in% !#e consumer e)*erience
#olis!icall1 in !erms o( "o!# !#e me&ia!e& im*res+
sion o( an& !#e &irec! encoun!er wi!# !#e *ro&uc!
"ran&, !#rou%#ou! !#e en!ire *rocess o( mar'e!in%
mana%emen! an& communica!ion. T#ere(ore, i! is
*remise& !#a! all mar'e!in% e((or!s s#oul& "e
&irec!e& a! crea!in% a #olis!ic "ran& value s!ruc+
!ure, corres*on&in% !o !#e e)*ec!a!ions an& as*i+
ra!ions o( consumers on !#e co%ni!ive, a((ec!ive,
an& social levels. T#e *#1sical s*ace in w#ic# !#e
*ro&uc! "ran& is *ro&uce&, mar'e!e&, &elivere&,
an& service& is no! con%ruen! wi!# !#e men!al
s*ace insi&e !#e consumer, w#ere !#e *ro&uc!
"ran& is !rans(orme& in!o a #o!"e& !#a! s*awns
mul!i+(ace!e& en>o1men!. To coor&ina!e !#ese !wo
s*aces an& #olis!icall1 en#ance !#e consumer
e)*erience, in!e%ra!ive mana%emen! mus! "e
em*lo1e&.
$n s#or!, &urin% all &evelo*men!al s!a%es o( !#e
consumer e)*erience, !#e consumer is immerse& in
en>o1in% "o!# !#e me&ia!e& an& live& e)*eriences
&erive& (rom !#e *ro&uc! "ran& in accor&ance wi!#
!#e (an!asies, &reams, an& &esires &ee* in #is or
#er min& an& #ear!.
4.1. T#e #olis!ic consumer e)*erience
$n !#e Holis!ic 7onsumer :)*erience 6ana%emen!
(ramewor', consumer e)*erience is em*#asize& as
#olis!ic in na!ure. To ela"ora!e !#is ar%umen!, we
mus! consi&er !#e e)*erience em"o&imen! !#eor1
&evelo*e& "1 sc#olars suc# as Lo#nson (1F85), Lo1
an& S#err1 (2003), 41on an& Bar"ale! (1FF4), an&
Smi!# (1FF2).
T#e e)*erience em"o&imen! !#eor1 &is!in+
%uis#es "e!ween !wo levels o( awareness o( e)*e+
rience@ !#e conscious an& *#enomenolo%ical level,
an& !#e co%ni!ive an& unconscious level. T#e
(ormer ma'es in&ivi&uals aware o( !#eir "o&ies in
!#eir !#ou%#!s an& ac!ions, w#ile !#e la!!er involves
all unreco%nize& ac!ivi!ies, inclu&in% !#e neural
*rocesses o( messa%e !ransmission an& learnin%
!#a! ena"le in&ivi&uals !o !#in' an& ac!. ,ail1
e)*eriences are *rocesse& !#rou%# !#ese !wo levels
o( awareness, an& !#e s!oc'*ile o( in(orma!ion
amasse& is use& !o in!er*re! incomin% even!s.
/ccor&in% !o e)*erience em"o&imen! !#eoris!s,
all e)*eriences s*ur 'nowle&%e %row!#, an& li(e
learnin% occurs on a &ail1 "asis !#rou%# even!s suc#
as con!ac! wi!# our *aren!s, (ace+!o+(ace in!erac+
!ion wi!# (rien&s, wa!c#in% !elevision an& movies,
e!c. T#ese e)*eriences are !#en !1*i(ie& an&
cr1s!allize& in!o rou!ines or rules o( !#um", w#ic#
can "e use& as s'ills an& *ro"lem solvin% !ec#ni+
Eues in ever1&a1 li(e. Gollowin% !#a! !rain o(
!#ou%#!, as soon as a *erson an!ici*a!es or e)*e+
riences some!#in%, !#e1 can (ollow !#e es!a"lis#e&
in!er*re!a!ive c#annel an& #ave access !o all
*er!inen! 'nowle&%e an& meanin%. Hence, !#e
s!oc' o( e)*eriences !#a! in&ivi&uals *ossess is "1
no means #omo%eneous.
Because o( &iverse e)*eriences, in&ivi&uals will
res*on& &i((eren!l1 !o !#e same o">ec!ivel1 &e(ine&
*ro&uc! "ran&. T#ere(ore, as Timmerman (2001)
su%%es!s, mar'e!in% mana%emen! an& communica+
!ion s#oul& mana%e !#e #olis!ic consumer e)*eri+
ence wi!#ou! ne%lec!in% an1 sin%le (ace!, so !#a!
!#e "ran& re*resen!a!ion will "e carrie& ou!
!#rou%# a con(i%ura!ion o( all 'nowle&%e (conscious
or unconscious), (eelin%s, an& a!!i!u&es !owar& !#e
"ran&. T#en, !#e "ran& is e)*erience& in accor&+
ance wi!# !#e consumer?s mos! &esire& *a!!ern
across &i((eren! se%men!s.
Gournier (1FF1), amon% o!#ers, incor*ora!es
co%ni!ive *s1c#olo%1, social *s1c#olo%1, an&
cul+ !ural an!#ro*olo%1 in &e*ic!in% rela!ions#i*s
"e!ween consumers an& *ro&uc! "ran&s as con+
s!rue& !#rou%# !#e !an%i"ili!1, emo!ionali!1,
an& commonali!1 o( !#e "ran&, all o( w#ic#
%enera!e a%%re%a!e im*ac!s on consumers.
Tan%i"ili!1 is &e(ine& as !#e o">ec!ive a!!ri"u!es
o( *ro&uc!s,
!#e meanin% o( w#ic# is resi&en! in !#e *ro&uc!
i!sel( an& *erceive& "1 consumers. :mo!ionali!1
inclu&es as*ec!s o( arousal an& (el! e)*erience, as
well as &e%ree o( emo!ional a!!ac#men! !o *ro&+
uc!s, !#e meanin% o( w#ic# is "orne "1 !#e a((ec!ive
evalua!ion o( consumers. 7ommonali!1 re(ers !o
s#are& *ersonali!ies o( *ro&uc!s, !#e meanin% o(
w#ic# is mani(es!e& in !#e social s!ruc!ures in
w#ic# consumers e)is!. $n o!#er wor&s, !#e con+
sumer e)*erience comes (rom !#e !an%i"le, emo+
!ional, an& communal rela!ions#i*s wi!# !#e "ran&,
!#us ren&erin% !#e consumer e)*erience #olis!ic in
na!ure.
-u!!in% !#e consumer e)*erience conce*! in!o a
more *rac!ical a**lica!ion !#eoriza!ion, Sc#mi!!
(1FFF, 2003) *ro*oses !#a! !#e (ive e)*erien!ial
com*onen!s o( consumers (sense, (eelin%, !#in'in%,
ac!in%, an& rela!in%) (orm !#e "ase (or !#e #olis!ic
consumer e)*erience. 0sin% &i((eren! mo&ules o(
!#e (ive com*onen!s, "ran& mar'e!ers are a"le !o@
K
Dain ori%inal insi%#! in!o !#e consumer worl&=
K
,evelo* an e)*erien!ial s!ra!e%1 *la!(orm=
K
7rea!e a uniEue an& vivi& "ran& e)*erience=
K
-rovi&e &1namic in!erac!ions a! !#e consumer
in!er(ace=
K
$nnova!e con!inuousl1 !o im*rove consumer
lives.
6oreover, !#e em*irical researc# o( ,u"e an& 4e
"el (2003) con(irms !#a! consumers classi(1 *leas+
ura"le e)*eriences in!o (our *ossi"le !1*es@
(1) Sensor1 (or *#1sical) *leasure !#a! is c#ie(l1
"orne o( !#e *leasan! sensa!ions in&uce&
&urin% !#e e)*erience=
(2) Social *leasure &erive& (rom one?s in!erac+
!ions wi!# o!#ers (or lac' !#ereo(, as in !#e
*leasure o( soli!u&e)=
(3) :mo!ional *leasure "orne o( (eelin%s, i&eas,
or men!al ima%es=
(4) $n!ellec!ual *leasure (rom a**recia!in% !#e
com*le)i!ies an& su"!le!ies o( !#in%s aroun&
!#e consumer.
Gor ins!ance, one can &rin' a "o!!le o( 6oe! an&
7#an&on c#am*a%ne (or sensorial e)*erience
(!as!e, !in%le on !#e !on%ue, e!c.). T#e same "o!!le
can "e &run' in !#e com*an1 o( (rien&s an& o*en !#e
%a!e !o social *leasure. .i&in% !#e &win%sT o( !#e
wine !o con>ure u* a men!al *ic!ure o( nos!al%ic
%oo& ol& !imes elici!s emo!ional e)*erience. /&&in%
e)*er!ise an& 'nowle&%e a"ou! !#e wine, !#e
consumer e)*erience !urns in!o an in!ellec!ual
un&er!a'in% !o a**recia!e !#e su"!le aromas an&
!#e winema'er?s cra(!smans#i*. /ll cons!ruc! !#e
#olis!ic consumer e)*erience o( !#e "ran&.
4.2. $67 en#ancemen! o( !#e #olis!ic
consumer e)*erience
/! !#e s!ra!e%ic *lannin% #orizon o( $67, !o*
e)ecu!ives are a&vise& !o ar!icula!e a #olis!
*#iloso*#1 an& !o "uil& an across+!#e+"oar& con+
sensus o( an& "e#avioral orien!a!ion !owar& i!.
7om*an1 or%aniza!ional cul!ure is a &e!erminan! in
ac#ievin% !#is. Base& on !#e !#eoriza!ion o( /s#ill,
Gre&eri'son, an& ,avies (2003), s!ra!e%ic mar'e!in%
*lannin% can "e in!er*re!e& as #ierarc#ical an& as
em"e&&e& in cul!ure, wi!# eac# la1er "ein% a
mani(es!a!ion o( an& &erive& (rom lower la1ers in
!#e #ierarc#1. Taci! "elie(s an& assum*!ions, w#ic#
un&er*in an or%aniza!ion in %ui&in% i!s s!ra!e%ic
*lannin%, ma1 si%ni(ican!l1 im*ac! !#e core values
an& over! ar!i(ac!s in (ormula!in% concre!e *olicies.
T#ere(ore, an or%aniza!ional cul!ure !#a! ac'nowl+
e&%es !#e necessi!1 o( cons!ruc!in% a #olis!ic
consumer e)*erience "ecomes a *rereEuisi!e in
!#e com*re#ensive orc#es!ra!ion o( s!ra!e%ic com+
munica!ions an& s!ra!e%ic "ran& mana%emen!. T#is
orien!s $67 !owar& a com*re#ensive *rac!ice !#a!
is roo!e& in !#e !eamwor' !#a! cen!ers on consumer
e)*erience+&irec!e& %oals.
/! !#e im*lemen!a!ion #orizon o( $67, e((ec!ive+
ness lies in mana%in% !#e en!ire *rocess o( ever1
&evelo*men!al s!a%e o( !#e consumer"ran& rela+
!ions#i*. /s Hall (2002) in&ica!es, mar'e!in% com+
munica!ions %enera!e &i((eren! (unc!ions in
&i((eren! s!a%es o( !#e *ro&uc! "ran&+&erive&
consumer e)*erience. Be(ore ac!uall1 e)*eriencin%
!#e *ro&uc! i!sel(, !#e consumer wan!s a mar'e!in%
communica!ions+(uele& ra!ionale (or *urc#asin% i!.
$n !#e &urin%+e)*erience s!a%e, mar'e!in% mes+
sa%es serve !o a&& more value an& meanin% !o !#e
*ro&uc!. /(!er e)*eriencin% !#e *ro&uc!, !#e con+
sumer or%anizes #is or #er memories o( !#e *ro&uc!
"ran& !#rou%# !#e ver"al, visual, an& aural cues
*rovi&e& "1 !#e mar'e!in% messa%es. Sim*l1 *u!,
!#rou%#ou! all s!a%es o( !#e consumer e)*erience,
$67 (unc!ions as a com*re#ensive en!i!1 in ma)+
imizin% !#e #olis!ic consumer e)*erience o( !#e
*ro&uc! "ran&.
6os! im*or!an!l1, !#rou%# $67, consumers?
!as!es are al!ere& an& !#eir e)*eriences en#ance&.
Jer1 o(!en, consumers? *erce*!ions o( !#e e)!ernal
worl& are &loc'e& inT "1 !#eir e)*eriences, an& can
lessen in!eres! in new consum*!ion o**or!uni!ies,
even !#ou%# !#e o**or!uni!ies are clearl1 avail+
a"le. $67, "ase& on !#e e)*erien!ial *ara&i%m, is
con&ucive !o unloc'in% *re+occu*ie& 'nowle&%e
an& *erce*!ions, #el*in% consumers !o &evelo*
an& cons!ruc! new *ro&uc! e)*eriences. /(!er
*ro&uc! consum*!ion, $67 serves !o (ur!#er ac!i+
va!e !#e ima%ina!ion mec#anism o( !#e consumer,
lea&in% !#em !o *erceive #ow !#e *ro&uc! mi%#!
"rin% en>o1men! in!o !#eir &ail1 lives a! co%ni!ive,
a((ec!ive, an& social &imensions.
Gor e)am*le, Samsun%, !#e Sou!# 9orean elec+
!ronics %ian!, (oun& !#a! !ra&i!ional a&ver!isin% &i&
no! wor' well in "uil&in% i!s "ran& ima%e amon%
/merican consumers. T#us, !#e com*an1 #as
s#i(!e& !o an $67 cam*ai%n calle& !#e "Samsun%
:)*erience.A $n 8c!o"er 2004, Samsun% crea!e& a
s*ace li'e a mini, #i%#+!ec# !#eme *ar' insi&e !#e
new /84 Time <arner 7en!er. $! allows consumers
!o en>o1, in an un(e!!ere& an& un*ressure& manner,
!#e e)*erience an& ima%ina!ion o( Samsun% *ro&+
uc!s. Be(ore consumers even %e! insi&e !#e s!ore,
!#e1 e)*erience a %ian!, #an&+ac!iva!e&, in!erac+
!ive ma* o( 3ew ;or' 7i!1. T#e same !ec#nolo%1
!#a! *owers !#is ma* was use& in !#e Holl1woo&
(ilm "T#e 6inori!1 .e*or!,A s!arrin% Tom 7ruise. /s
consumers e)*lore !#e ma*, !#e1 &iscover new
as*ec!s o( *eo*le livin% in !#e ci!1 an& #ow !#e1 are
usin% Samsun% !ec#nolo%1. 8nce insi&e, consumers
(irs! see a Jir!ual S*ea'eas1, w#ic# consis!s o(
#u%e, ro!a!in% !owers o( *lasma screen TJs an&
ar!wor'. /s consumers move aroun& eac# *os!
wi!#in !#e S*ea'eas1, !#e1 o"!ain &i((eren! *er+
s*ec!ives on !#e s*ace, !#e *eo*le insi&e, an& !#e
c#arac!ers s!a!ione& a"ou!. Ginall1, !#ere is also a
sec!ion in w#ic# #ome, o((ice, mo"ile, an& (u!ur+
is!ic Samsun% !ec#nolo%ies an& *ro&uc!s are &is+
*la1e&. 8n w#ole, !#e *#1sical s*ace (in w#ic#
Samsun% *ro&uc!s are o*era!ional an& re*resen!e&)
"ecomes con%ruen! wi!# !#e men!al s*ace insi&e
!#e consumer (w#ere !#e *ro&uc! "ran& !rans(orms
i!sel( in!o a #o!"e&, s*awnin% sensor1, emo!ional,
social, an& in!ellec!ual e)*eriences in w#ic# !#e
consumer is en>o1a"l1 immerse&).
T#e Samsun% :)*erience cam*ai%n #as %ener+
a!e& more !#an >us! *u"lici!1. $! #as also *rom*!e&
a %rea! &eal o( consumer (ee&"ac', inclu&in%
commen!s re%ar&in% uniEue Samsun% e)*eriences.
T#is #as all wor'e& !o (ur!#er s!ren%!#en Samsun%?s
*resence in !#e 0.S. mar'e!, an& #as ac#ieve&
w#a! !ra&i!ional me&ia a&ver!isin% &i& no!.
/s !#e Samsun% :)*erience e)am*le illus!ra!es,
in !#e e)*erience econom1, (ra%men!e& me&ia
a&ver!isin% no lon%er serves as an a&eEua!e mec#+
anism !o ma)imize *ersuasive e((ec!, an& !ra&i+
!ional mar'e!in% *rac!ices !#a! concen!ra!e solel1
on cus!omer sa!is(ac!ion are no! su((icien! !o
en#ance !#e #olis!ic consumer e)*erience. 7rea+
!ive an& im*ressive even!s, &elica!e an& *ersonal+
ize& services, e)ci!in% an& memora"le in!erac!ions,
an& !ailore& *ro&uc! "ene(i!s an& *er(ormances
#ave "een *roven (ar more e((ec!ive in !rans+
(ormin% !#e consumer*ro&uc! rela!ions#i* (rom
*ure !ransac!ion !o mul!i+(ace!e& en>o1men!. $67,
"ase& on !#e e)*erien!ial *ara&i%m, is a"ou! more
!#an a one+o(( e)*erience= ra!#er, i! is a new wa1
o( !#in'in% a"ou! mar'e!in% !#a! accen!ua!es
!#e si%ni(icance o( !#e #olis!ic consumer
e)*erience.
5. ,iscussion
5.1. Transcen&in% se*ara!e
mar'e!in% a**roac#es
T#e Holis!ic 7onsumer :)*erience 6ana%emen!
(ramewor' o( $67 *ro*ose& "1 !#is ar!icle is
ca*a"le o( com*re#ensivel1 orc#es!ra!in% !#e
*ers*ec!ives o( s!ra!e%ic communica!ions an&
s!ra!e%ic "ran& mana%emen!. 6oreover, i! is also
in line wi!# !#e call !o consi&er !#e consumer as a
w#ole *erson, wor!#1 o( more !#an e)*erien!ial
(ra%men!a!ion.
$n 1ears *as!, mar'e!ers #el& a ra!#er !ra&i+
!ional, *ra%ma!ic &e(ini!ion o( consumer "e#avior.
T#is &e(ini!ion was one+&imensional, an& con(ine&
!o !#e narrow sco*e o( !#e (unc!ionali!1 an&
su"s!i!u!a"ili!1 o( a *ar!icular *ro&uc! "ran&.
3ow, #owever, man1 mar'e!in% researc#ers ar%ue
!#a! con!em*orar1 consumer "e#avior is closel1
associa!e& wi!# *os!+mo&ernism as a socio+cul!ural
*#enomenon, revolvin% aroun& !#e no!ion o( in&i+
vi&uals en%a%in% in consum*!ion no! !o (ul(ill "asic
nee&s, "u! more in *ursui! o( i&en!i!ies o( sel(,
social %rou*s, an& cul!uresu"cul!ure. /no!#er
s!ream o( consumer researc#, w#ic# em*#asizes
!#e role emo!iona((ec! *la1s on !#e *urc#asin%
"e#avior o( consumers, !il!s !owar& !#e emo!ional
as*ec! o( mar'e!in%.
$n con!ras! !o !il!in% !owar& an1 sin%le *ers*ec+
!ive, !#e H7:6 (ramewor' !a'es a #olis!ic *ara+
&i%m. $! su%%es!s !#a! mar'e!in% s!ra!e%is!s %e! *as!
seein% consumers as li!!le more !#an accoun!an!s
concerne& onl1 a"ou! !#e mone!ar1 value o( !#e
"ran&, or as s1m"olism see'ers an& a((ec!ive
roman!icis!s w#o *u! *re&ominan! em*#asis on
!#e s1m"olic meanin%s or a((ec!ive value o( !#e
"ran&.
5.2. S!ra!e%ic in!e%ra!ion
$n !erms o( "ran& mana%emen!, "ran& mana%ers
min&(ul o( !#e e)*erien!ial *ara&i%m mus! (irs!
en!er in!o !#e #ear!s an& min&s o( consumers,
envisionin% #ow !#e *ro&uc! "ran& ma1 elici!
*ersonal reac!ions involvin% senses, (eelin%s,
!#ou%#!s, an& rela!ional i&eas. T#us, !#e conce*!,
a!!ri"u!es, *ricin%, &is!ri"u!ors#i*, an& service
s1s!em o( !#e *ro&uc! "ran& can "e %eare&
aroun& !#e en#ancemen! o( !#e #olis!ic consumer
e)*erience.
$n !erms o( "ran& communica!ion (ea!urin% !#e
e)*erien!ial *ara&i%m, w#en a mar'e!in% commu+
nica!ion *ro%ram em*#asizes a cer!ain &imension+
ali!1 o( !#e consumer e)*erience, i! mus! no! "e
in!er*re!e& as an in&ica!ion !#a! o!#er &imen+
sionali!ies are unim*or!an! an& ne%li%i"le.
T#rou%# &eci*#erin% !#e *ersonali!ies, nee&s,
li(es!1les, an& socialcul!ural "ac'%roun&s o( !#e
!ar%e! au&iences, "ran& communica!ors (ormula!e
s!ra!e%ies !o &eliver messa%es an& con&uc! ac!iv+
i!ies a**ro*ria!e !o !#e various consumer c#arac+
!eris!ics. T#is is &one !#rou%# a&ver!isin%,
*u"lici!1, s*ecial even!s, *ersonal sellin%, an&
via mec#anisms o( consumerrela!ions#i* man+
a%emen!. T#us, !#e e((ec!iveness o( cons!ruc!in%
!#e #olis!ic consumer e)*erience ma1 "e (ur!#er
in!ensi(ie&.
5.3. Tearin% &own
*ar!i!ions
T#e mos! no!ewor!#1 con!ri"u!ion o( !#e Holis!ic
7onsumer :)*erience 6ana%emen! (ramewor' is
!#e !earin% &own o( &e*ar!men!al *ar!i!ions in !#e
s!ra!e%ic *lannin% an& im*lemen!a!ion o( $67. T#e
!as' o( $67, "ase& on !#e e)*erien!ial *ara&i%m, is
!o no! onl1 *resen! consumers wi!# a *ar!icular
"u1in% o**or!uni!1, "u! also *resen! i! in a wa1 !#a!
sa!is(ies !#eir consum*!ion nee&s an& ena"les
(ur!#er en>o1a"le e)*eriences. T#e *ro&uc! &evel+
o*men! &e*ar!men! no lon%er o*era!es alone= i! is
a&vise& !#a! !#e *ro&uc! &evelo*men! &e*ar!men!
ali%n wi!# mar'e!in% mana%ers, in or&er !o@
(1) Grame *re(era"le "ran& vision=
(2) S!ren%!#en "ran& value an& meanin% *erce*+
!ion=
(3) :nric# "ran& memor1=
(4) 6a'e &ail1 li(e more en>o1a"le as a w#ole.
$67, !#rou%# com*re#ensive orc#es!ra!ion o(
s!ra!e%ic communica!ions an& s!ra!e%ic "ran& man+
a%emen!, is ca*a"le o( e((ec!ivel1 mana%in% "o!#
!#e me&ia!e& im*ression o( an& !#e &irec! encoun+
!er wi!# !#e "ran&. S1ner%ism ensues amon% all !#e
in!errela!e& elemen!s o( mar'e!in% !#e *ro&uc!
"ran&, inclu&in% researc# an& &evelo*men!, man+
u(ac!urin%, *rice (ormula!ion, c#annel arran%e+
men!, consumer service mana%emen!, mar'e!in%
messa%e cons!ruc!ion, an& communica!ion *ro%ram
e)ecu!ion. <i!# suc# s1ner%ism, !#e *#1sical
a!!ri"u!es an& su"s!an!ive *er(ormance o( !#e
"ran& are incor*ora!e& in!o a communica!ion
(ramewor' !#a! u!ilizes in!er*ersonal in!erac!ion
an& me&ia communica!ion !o "uil& !#e "ran& ima%e
in e)*erien!iall1 %ui&e& wa1s. /ll e((or!s s#oul&
!a'e in!o consi&era!ion consumer e)*ec!a!ions,
as*ira!ions, an& (an!asies.
/ s!ra!e%ic a)is (ocusin% on !#e #olis!ic consumer
e)*erience ou%#! !o run !#rou%# !#e uni!s o(
researc# an& &evelo*men!, manu(ac!urin%, mar'e!+
in% mana%emen!, an& mar'e!in% communica!ions.
T#is "rin%s ou! !#e s1ner%1 o( !#e in!errela!e&
elemen!s in !#ese uni!s !o co#or! !#e $67 *rac!ice,
*reven!in% i! (rom "ein% #in&ere& "1 lac' o(
orc#es!ra!ion. $67 can !#en %enera!e a com*re#en+
sivel1 s!ra!e%ic e((ec! in crea!in% a #olis!ic "ran&
value s!ruc!ure, w#ic# can uni!e !#e consumer?s
sensor1, emo!ional, social, an& in!ellec!ual e)*eri+
ences in a new an& *osi!ive wa1. $n conseEuence,
!#e $67 *rac!ice s!eers !owar& convincin% !#e
consumer !#a! !#e mar'e!e& *ro&uc! "ran& is
some!#in% #i%#l1 wor!# acEuirin% an& en>o1in% in
!#eir li(e.
.e(erences
/s#ill, 3. L., Gre&eri'son, 6., M ,avies, L. (2003). S!ra!e%ic
mar'e!in% *lannin%@ / %roun&e& inves!i%a!ion. :uro*ean
Lournal o( 6ar'e!in%, 35(34), 430 N 420.
B#a!, S., M .e&&1, S. 9. (1FF8). S1m"olic an& (unc!ional
*osi!ionin% o( "ran&s. Lournal o( 7onsumer 6ar'e!in%,
15(1), 32 N 45.
7ar"one, 4. -. (1FF8). To!al cus!omer e)*erience &rives value.
6ana%emen! .eview, 85(5), 22.
7si'szen!mi#al1i, 6. (1FF5). Gin&in% (low@ T#e *s1c#olo%1 o(
en%a%emen! wi!# ever1&a1 li(e. 3ew ;or'5 Basic Boo's.
&e 7#erna!on1, 4. (1FF2). 2001!#e "ran& mana%emen! o&1sse1.
Lournal o( Deneral 6ana%emen!, 21(4), 15 N 31.
,u"e, 4., M 4e "el, L. (2003). T#e ca!e%orical s!ruc!ure o(
*leasure. 7o%ni!ion an& :mo!ion, 15, 223 N 2F5.
,uncan, T. (2001). $67@ 0sin% a&ver!isin% an& *romo!ion !o "uil&
"ran&s. 7#ica%o5 6cDraw+Hill.
Gournier, S. (1FF1). / meanin%+"ase& (ramewor' (or !#e s!u&1 o(
consumero">ec! rela!ions. /&vances in 7onsumer .esearc#,
18, 532 N 542.
Hall, B. (2002). / new mo&el (or measurin% a&ver!isin%
e((ec!iveness. Lournal o( /&ver!isin% .esearc#, 42(2),
23 N 31.
Ha1nes, /., 4ac'man, 7., M Dus'e1, /. (1FFF). 7om*re#ensive
"ran& *resen!a!ion@ :nsurin% consis!en! "ran& ima%e. Lour+
nal o( -ro&uc! an& Bran& 6ana%emen!, 8(4), 282 N 300.
Lo#nson, 6. (1F85). T#e "o&1 in !#e min&@ T#e "o&il1 "asis o(
meanin%, ima%ina!ion, an& reason. 7#ica%o5 0niversi!1 o(
7#ica%o -ress.
Lo1, /., M S#err1 Lr., L. G. (2003). S*ea'in% o( ar! as em"o&ie&
ima%ina!ion@ / mul!isensor1 a**roac# !o un&ers!an&in%
aes!#e!ic e)*erience. Lournal o( 7onsumer .esearc#, 30(2),
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