Abstract
Nowadays, brand experience has become more and more a concern for marketers. They have realised that consumers' experience of the brand has to be understood, as it will be really important for developing and implementing marketing strategies for products and services, and thus for trying to make customers becoming more satisfied and loyal (Brakus, Schmitt and Zarantonello, 2009). Indeed, a research made by Ratneshwar and Mick (2005) have confirmed that contemporary customers no longer simply purchase products and services, instead they buy the experiences around what is being sold. In this essay, we will try to understand exactly what brand experience is and what importance it has for the marketing strategies of the practitioners.
To illustrate the theory that we will explore, we are going to use the example of Ferrari. This product has a lot of examples referring to brand experience. The structure of this essay will be based on the view of Morrison and Crane (2007) about brand experience. Although they analyze mainly services, we can surely extend it to both products and services. The two authors focus on three stages for managing the brand experience: pre-purchase, purchase and post-purchase stages. We will analyze the brand experience at each of these steps. This analysis will help us to understand better what brand experience is and how marketers can optimize it in a customer-centric perspective.
