Cartier Essay Example | Topics and Well Written Essays - 2000 words

Cartier - Essay ExampleThe stimuli related to the print that evokes various behavioral responses of the consumers are due to various features of the grease which are namely, the communications of the brand, the packaging of the products offered under the brand names and the commercialize environment created by the brand strategies of the company (Aaker, 1996, p.47). print carry out is of high importance to the companies in todays market as the brand experience enjoyed by the customers creates an attachment towards preferred brands and hence, develops brand loyalty. In order to sustain business growth in the competitive markets, the companies put additional focusing in including brand experience in their market strategies. By acquiring a loyal coiffe of customer through brand experience, the companies have been able to acquire and maintain substantial market touch in the industry. This piece of work includes a review of the literature on brand experience and the trade strat egies adopted by the companies in order to develop their brand experience (Aaker, 1997, p.352). The aspect of brand experience has been discussed in context to Cartier luxury brand. Literature Review The age of globalization has opened up the markets in several(prenominal) economies and the companies have expanded in the global markets in order to tap the potential market demand. The increase in market competition has increased the bargaining power of the customers. Over the years, the companies have discovered changing trends in the customer behaviour in accepting brands from the available market options. Thus thought the customer behaviour is important from the point of view of the companies in order to sustain their market shares. Brand experience has emerged as an important consideration for addressing the behaviour of the customers and their responses to various brands that they use in todays competitive market. The behaviour of the customers related to brand experience depen ds on not one but several features of the brand like brand personality, brand community, brand attachment, brand trust and brand love (Ariely, 1998, p.36). The brand experience could be innovationualised as the generation of feelings, sensations, emotion of the customers in response to the brand related stimuli. The concept of brand experience emerges with the classification of customers experience into sensory, affective, intellectual, behavioural features of the customers behaviour (Schmitt, Zarantonello and Brakus, 2009, p.65). The feelings generated in the customer due to the sensory stimulus refer to the customers response to the aesthetic features of the product. The sensory emotions within the customer are generated by the focus on beautifying the product through snap off packaging. The better packaging in comparison to others provides as sense of assurance and ruling to the consumer. The affective factor of brand experience generates different customer behaviour as a re sult of the underlying belief and ideas of the customer on the particular brand. The affective behaviour of the customer is based on the direct and indirect interaction that the customer had in relation to the bran