From the moment of our birth, we all feel and experience a product, a service or a mere commodity through our senses. No one is immune to this phenomenon and as such, marketers take advantage of it in order to plan their strategies. These experiences take place while we investigate, search, shop and utilize the product or service. As we go through the different phases (examination, manipulation and the subsequent evaluation) of the item, we gather all the relevant information that will aid us to make the right choice. These experiences can be indirect ( by oral narration, printed materials, ads) or direct ( by touching, feeling, sensing, tasting). As consumers, we tend to rely on each of these types of information in order to make a sound and rational decision.
Another important aspects that contributes to this experience is the atmosphere ( i.e. retail store) in which the consumer comes into contact with the specific brand. The received information contributes to either reinforce the choices made or pushes up to take action. It help by responding to the important questions that may arise about a particular brand. Further, the way in which a consumer senses the experience fluctuates greatly in intensity levels. It all depend of the individual and the cognitive association made by the perception and props, unique ideas or images regarding the targeted brand. In the case or Renault and Volkswagen, these two brands do their most to influence their intended target market by utilizing the four aspects of the brand. By catering to their desires, wants and need, these two big car makers, do their out most to answer consumers questions. By using all the senses, the consume formulates different questions, experiencing different sensations, acts in a particular way or increase his/her brain functions when confronted by the two brands.
Each companies brand portfolio foment these feelings on their consumers. According to the car model or brand, consumers goes through all the emotional stages of experiencing each brand. From the sensory level to the intellectual aspects, they are reacting in a varying degree to the messages created by these two brands. For some, the power and beauty of a Lamborghini brings to the surface an array of emotions only understood by those belonging to the same community. The same feelings can be describe by F1 spectators or anyone passionate about motor sport activities. The personification of their vehicle creates trust and loyalty, which in turn, increase the equity of the brand. In fact, by engaging the consumer in every level of the human emotions, they learn the particular preferences of the consumer and are able to adjust their marketing strategy accordingly.
Lovers, perhaps feels a deeper affinity with a Clio or a Polo, or a family man to a Renault Scenic or a VW Touareg. Either way, this feelings or preferences are do to most probably to their past experiences, friends influences or marketing arguments created by each brand.
For example, in the sensory aspects, the brand Renault created strong feelings in their loyal consumers by unveiling the latest models last auto show event in Paris
These event created a chain reaction into the affective, behavioral and intellectual levels of the consumer which in turn, translates into an effective brand experience. The credibility and shifting attitude created by such announcement is correlated to the growth of the brand in terms o equity compare to close competitor. Exceeding consumers expectations is one of the main goals of companies looking to build brand equity. By doing the right thing, consumer experiences with the brand move into another level of reference.
The picture below shows the intricate aspects of brand experience and the concept and how might, every brand, including Renault and Volkswagen, go to created the perfect message for the general consumer.
The Brandthropologist ™
The Brand Science Blog by Greg Ellevsen
In all, the individual experiences gained by interacting with any aspect of brand, contributes to the tangible and intangible growth of Renault and Volkswagen.
Marketing Audit of Renault & Volkswagen 