DENEYİMSEL MARKALAMA

Year 2013, Issue: 3 - İstanbul Sosyal Bilimler Dergisi, 1 - 19, 03.02.2016

Ferahnur Özgören

Abstract

Rekabetin küreselleşmesi ve yoğunlaşması ile birlikte, işletmeler ürünlerle birlikte hizmet sağlamanın ötesine de geçerek müşterilerine eşsiz deneyim sağlama çabası içerisine girmiştir. Dolayısıyla, firmalar, rekabet stratejilerini söz konusu olan eşsiz deneyimler aracılığıyla oluşturmaya çalışmaktadır. Bu bağlamda, deneyimsel pazarlama kavramı ortaya çıkmakta ve işletmeler müşterilerine deneyim yaşatmaya yönelik pazarlama uygulamalarında markalarını da göz önünde bulundurarak rekabet avantajı elde etmektedir. Buradan hareketle çalışmada deneyim, deneyimsel pazarlama ve deneyimsel markalama kavramları detaylı biçimde incelenmektedir.

Keywords

Deneyim, Deneyimsel Pazarlama, Deneyimsel Markalama

EXPERIENTIAL BRANDING

Abstract

With the globalization and intensification of market competition, enterprises struggle to provide a unique experience beyond service provision for customers with their products. Therefore, companies try to create their competition strategies by mentioned unique experiences. In this context,experiential marketing concept emerges and enterprises achieve competitive advantage to give its customers experience by taking their brands into account. Hence in this study, experience, experiential marketing and experiential branding concepts are examined in detail.

Keywords

Experience, Experiential Marketing, Experiential Branding

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