Consumer experiences have become centrally important in contemporary culture, and hold the key to competitive advantage in the marketplace. Pine and Gilmore write that experiential marketing and consumption, customer-experience enhancement, and what they call sensorial marketing all help create engaged customers. They argue that consumers are looking for experiences that fire their imaginations and yield transformations.
Choose a brand that you like/love/admire and analyse the ways in which the brand creates a positive transformational experience for its devoted ‘followers’ or ‘fans’.
You are expected to draw on a range of academic and non-academic sources in your essay, including books, book chapters, journal articles and conference papers as well as trade magazines, websites, popular press, etc. As a guide, you should have about 20 references in your essay.
Length: 2000 words +/- 10%
This is an ESSAY. It is to be very reflective. I will allow you to choose the company as long as it is within reason.
Please note that within the essay can you mention and relate to a SWOT Analysis and if relevant, share price reference with diagrams for a SWOT Analysis and Share Price reference (if relevant) in the appendix.
It is to be of HIGH standard, so please ensure punctuation/spelling is correct etc.