Brand experience – SONY (PlayStation VR )

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!

      

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

Consumer Learning and Memory (classical & instrumental + Cognitive Learning)

Classical conditioning 

Apple is the one of the famous mobile telephony company in the world nowadays. It has their own mobile phone products and own ringtones. 

Based on the connection between products and the memory of customers is a powerful methodology to build loyalty. Apple tune is a classical conditioning marketing strategy that through the sensory (Auditory system) to influence/effect consumer behaviour.

*Classical conditioning means to create a new character 
which relate/involve with business or brand.

Steve created a reinforcement of the ringtones as the first iPhone/IOS was not included custom ringtones, but 25 ringtones that were to be released had to be good by Steve’s qualitative standards. However, it had to be insanely great as it deemed great by many that those 25 ringtones were certainly unique and special in the first iPhone released. It also can represent to Apple product 

ESPECIALLY THIS ONE  VVVVV

Moreover,the ringtone marketing strategy is following the concept of “Pavlov’s Dog”, the dog in case was influences by the close paring of two stimuli introduced at the same time.

-       Unconditioned stimulus (Apple  products / brand)

-       Conditioned stimulus (the Apple ringtone)

The final outcome is people will used to think/ relate about Apple brand with it special tune, because people can imagine the pictures or Apple products on their head through the sounds impacts. This is one of reinforcement – fixed- interval reinforcement, it occurs on each time that people hear the Apple tune.

Instrumental conditioning and Cognitive Learning Theory

Instrumental conditioning is another term for operant conditioning that involves learning the association between the results and reposes, which defined by B. F. Skinner. 

The ringtone methodology stimulated people with associate behaviour, which helping to gain positive outcomes and avoid the negatives impacts.
The effective can from internal or external impacts, because it based on the concept of consumer and the information around them to make their own decisions, so consumer is an information processor on this theory.

For instance, there are so many external methodologies to let’s consumer realize or to know about the brand and products, especially from social media such as Facebook/ Youtube / Apple store website. Social media is a way that has heightened for consumer to learning as it provided society with an abundance of information. All consumers can receive both of positives and negatives news and information from internet such as there are some user' report of the Apple products or products contrast.

On the other hands, the internal methodology can be human senses. All Apple stores have an area to let their consumers or potential consumers to try the products, which creates the brand and real products experiences to consumers. Apple used human senses (touch/ vision/ hearing) that more strongly to impact consumers’ behavior.

Reference:

Kendra C (14 OCT 2015) What Is Instrumental Conditioning? Retrieved from http://psychology.about.com/od/operantconditioning/f/instrumental-conditioning.htm

Quora (30 Apr 2013) What's The Story Behind The iPhone's Default "Marimba" Ringtone? Retrieved from http://www.forbes.com/sites/quora/2013/04/30/whats-the-story-behind-the-iphones-default-marimba-ringtone/#1a67311119f5