Nusantara Science and Technology Proceedings
8th International Seminar of Research Month 2023

Application of Experiential Marketing as Brand Insight Development

Mandasari, Virginia (Unknown)
Hariyana, Nanik (Unknown)
Naufal, Ilham (Unknown)

Article Info

Publish Date
19 May 2024

Abstract

Branding has become a very popular approach to managing and driving the development of products or services. To make the process more efficient, it is necessary to define the brand base correctly. One of the key elements in defining brand insight is consumer insight, which has recently become increasingly popular. The main prerequisite for the importance of consumer insight is dynamic changes in consumer needs and behavior, which determine their decisions. Customers not only judge products and services based on their quality but also through marketing strategies. Marketing strategies can be carried out aggressively through an experiential approach and an emotional approach to customers. Simultaneously, the author shows the strategic meaning of consumer insight in the process of forming brand insight to find the right branding according to the desired target market.

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Journal Info
Nusantara Science and Technology Proceedings
Website

Abbrev

nuscientech

Publisher

Future Science

Subject

Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Economics, Econometrics & Finance Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology

Description

NST Proceeding supports regional research communities to globalise their findings in Science and Technology by providing an open access, online platform in line with international publishing standards and indexing scholarly conference proceedings. The current emphasis of the NST Proceeding includes ...