The definition of brand experience from Joško Brakus,
Schmitt and Zarantonello is
“Brand experience is conceptualized as sensations,
feelings, cognitions and behavioral responses evoked by brand-related stimuli
that are part of a brand‘s design and identity, packaging, communications and
environments”
It is the methodology that to influence the consumer
satisfaction and loyalty with four dimensions: Sensory / affective /
intellectual / behavioural. Therefore, it improves and develops how the company
effectively to create the brand experience through all the social media (Internet
Media / Online Game / Mobile App).
Brand experience is includes 5 types that from David xiang
(Qianjia Brand Lab).
1. Real
experience
2. Virtual
experience
3. Experience
sharing
4. Performance
Measurement
5. Project
design
SONY is one of the example to show how brand-related stimuli result in experience.
SONY is one of the well-known Japanese corporation around the world, which is diversified business involves consumer and professional electronics, gaming, entertainment and financial services, which are cover the wide aspects of human. It also has many higher reputation subsidiary companies around the world.
Currently, SONY held PlayStation VR on March 15 in San Francisco. PlayStation console is one of the best known and popular line of SONY interactive entertainment. The release was about the new virtual reality technology – “Project Morpheus”. This would bring will bring VR gaming and non-gaming software to the company's new console and SONY is leading the virtual reality patent race because of it!
That is such a good news to all gamer as mostly people like to use complete facilities to play the game, no matter is computer game or PS4. Therefore, the main customer of PlayStation VR is the gamers who have SONY PS4 game.
Matney (2016) points out “The PS4 is a major advantage to the headset in many ways because there are already 36 million VR-compatible PS4 consoles out in the wild right now.”
This “36 million” number shows how successful of SONY. It also shows SONY has a decisive advantages and influence in the game industry!
SONY is one of the well-known Japanese corporation around the world, which is diversified business involves consumer and professional electronics, gaming, entertainment and financial services, which are cover the wide aspects of human. It also has many higher reputation subsidiary companies around the world.
Currently, SONY held PlayStation VR on March 15 in San Francisco. PlayStation console is one of the best known and popular line of SONY interactive entertainment. The release was about the new virtual reality technology – “Project Morpheus”. This would bring will bring VR gaming and non-gaming software to the company's new console and SONY is leading the virtual reality patent race because of it!
That is such a good news to all gamer as mostly people like to use complete facilities to play the game, no matter is computer game or PS4. Therefore, the main customer of PlayStation VR is the gamers who have SONY PS4 game.
Matney (2016) points out “The PS4 is a major advantage to the headset in many ways because there are already 36 million VR-compatible PS4 consoles out in the wild right now.”
This “36 million” number shows how successful of SONY. It also shows SONY has a decisive advantages and influence in the game industry!
References
Joško Brakus, J., Schmitt, B.H., & Zarantonello, L. (2009). Brand Experience.What Is It? How Is It Measured? Does It Affect Loyalty?, 73 (3), . Retrieved from http://www8.gsb.columbia.edu/sites/globalbrands/files/Brand_Experience.pdf.
http://www.theverge.com/2016/3/15/11241600/playstation-vr-gdc-2016-news
http://www.hypergridbusiness.com/2015/05/sony-leads-virtual-reality-patent-race/
http://www.ibtimes.co.uk/sony-sets-playstation-vr-event-15-march-prompting-price-release-date-announcement-rumours-1545749
http://www.theguardian.com/media-network/marketing-agencies-association-partner-zone/brand-experience
http://www.theguardian.com/media-network/marketing-agencies-association-partner-zone/brand-experience
one thing i have to say, "That is such a good news to all gamer as mostly people like to use complete facilities to play the game, no matter is computer game or PS4. " << it's true! At least, me and my friend are waiting the new headsets for PS4!
回覆刪除Additionally, the topic is nice, specially the example- SONY! SONY is really good at brand experience on all aspects, that lets SONY stays on the top on the technology market!