Brand Experience! Here We Go Again

Description: A recent survey found that 59% of the nearly 1,000 Marketing Officers surveyed placed brand experience on top of their priorities and that over one-third of them expected brand experiences to make up to 50% of their marketing budgets within the next five years. However, in spite of this tremendous hype, brand experience is still vaguely understood and practiced. Now that ten years have gone since the publication of the Brakus’ et al. (2009) forerunning definition of brand experience as consumers’ subjective, internal and behavioral responses evoked by brand-related stimuli, we wonder whether it still holds in the contemporary marketplace, and if brand experience can still be framed in the ‘sense’, ‘feel’, ‘think’, ‘act’ and ‘relate’ paradigm. If brands are no longer in the hands of marketers, how can brand experience be entirely orchestrated by them? If brands are co-created, how can brand managers involve their customers in designing and developing memorable brand experiences? The talk will provide answers to these and other questions and actively involve the audience to show how marketing theories can inspire practitioners to think of brand experience in a more socially and culturally sensitive manner and, ultimately, make the most of it in their branding strategies.

Based on: Andreini, D. Pedeliento, G., Zarantonello, L., Solerio, C. (2018): A renaissance of brand experience: Advancing the concept through a multiperspective analysis. Journal of Business Research, 91, 123-133.

Daniela Andreini (PhD) is Director of the Master level course in Digital Business Development at the Department of Management, Economics and Quantitative Methods at the University of Bergamo and former visiting professor at the University of Washington Bothell (Seattle). Her research focuses primarily on brand and branding, buyer behavior in consumer and industrial contexts, digital marketing and social media marketing. Her research appeared in journals such as Journal of Business Research, Industrial Marketing Management, International Journal of Information Management, Journal of Business Ethics, Journal of Business & Industrial Marketing, Journal of Service Theory and Practice, and the IMP Journal. She has developed and taught several innovative courses related to Marketing Management, Digital Marketing and Management Consulting to both graduate and undergraduate students.

Giuseppe Pedeliento (PhD) is Tenured Assistant Professor of Marketing and Management at the Department of Management, Economics, and Quantitative Methods of the University of Bergamo. Former visiting lecturer at the Aalto School of Business (Helsinki), at Johannes Kepler University (Linz) and visiting scholar at the University of Washington Bothell (Seattle), his research focuses on B2B and B2C marketing and branding, and consumer behavior. His articles appeared in Journal of Business Research, Industrial Marketing Management, Journal of Product & Brand Management, Journal of Business Ethics, Journal of Business & Industrial Marketing, Journal of Service Theory and Practice, Management Decision, and in other academic outlets.