Strategic Brand Management and Development

Chapter5

Holistic brand experiences and emotional branding

Chapter aims and learning outcomes

This chapter corresponds to the second stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. designing and implementing brand marketing programmes (see Figure 5.1), and explores branding and consumption from an experiential perspective. In particular, it aims to achieve the following:

1.Provide an understanding of human experiences and discuss experiential perspectives of consumption.

2.Examine the application of the human experiences construct in branding through an exploration of the concepts of the experience economy and experiential marketing.

3.Discuss ways organisations can pursue emotional branding by harnessing ...