“Role of Experience in branding”

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ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, peers and family whose immense and constant support has been a source of continuous guidance and inspiration for me, throughout the research study.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic, as well as, professional level previously. It is also representing my very own views and these views cannot essentially be associated with the university.

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ABSTRACT

Experience plays a very important and key role in branding and for achieving the goals of marketing for any product. It attracts a large number of potential customers and can boost the sales of the product in any market. It uses psyche of human being that experienced organization can develop and produce more effective product as compared to the other brands that are lacking in experience. This dissertation focuses on the importance of experience in branding with the help of qualitative research method. This dissertation also includes an interview of the founder and CEO of a reputed organization and its analysis, to understand the role of experience in branding and marketing process.

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 1: INTRODUCTION1

Background of the Research1

Problem Statement2

Rationale2

Aims and Objectives3

Theoretical Framework4

Significance5

Research Questions5

Limitations of the Study6

Outline of the Study7

CHAPTER 2: LITERATURE REVIEW9

Branding9

Importance of Brand for an Organization9

Conceptualizing Experience10

Experiential Marketing10

Experience Usage11

Experiential Consumption and Emotion12

Branding for Some Reputed Organizations12

Brand Experience13

Experience and Innovation14

Client experience15

Consumer like a holistically experience15

Consumer as a rational thinker and emotional “animal”15

What is Ingredient Branding?16

How Ingredient Branding works?16

CHAPTER 3: RESEARCH METHODOLOGY19

Research Design19

Definition of Qualitative Research20

Qualitative Analysis20

Assumptions of Qualitative Research21

Study Sample21

Participants22

Pilot Test22

Ethical Concern23

CHAPTER 4: DATA ANALYSIS & DISCUSSION25

Interview of CEO of an Organization25

Interview Analysis41

Consumers: Freedom of Choice42

Marketers47

Objective 1, 2 & 348

Objective 3 & 452

Reliability/Dependability56

Validity58

Discussion59

CHAPTER 5: CONCLUSIONS62

Recommendations63

Timeline63

REFERENCES64

CHAPTER 1: INTRODUCTION

Background of the Research

This research focussed on the need and importance of experience in the development of a brand. Branding is a very effective technique and approach in any business (Coomber, 2002, P 111-115). It provides a base for the customers to make trust on the sellers and on the organization that provides and manufacture products for them. When a customer going to market, then it is natural psyche of every customer irrespective of the culture and other factors, customer always select and demand product having sustainable and good brand (Pringle & Thompson, 1999, P 9-13). This is because brand is the only way through which companies tell their customers that they assure best product quality as compared to other companies' products in the same market.

Experience plays a vital role in developing the brand of any organization. It helps organization in maintaining their standard after understanding and learning from various Up's and Down's in their working career (Franzen & Moriarty, 2009, P 92-105). It is also a psyche of most of the customers that they choose product which is present in the market and can survive in the market from several time of ...