Marketing & Brand Management: Analyzing Customer Experience Impact

This essay explores the concept of transcendent customer experiences (TCEs) and their impact on brand management and brand communities, drawing upon academic research and real-world examples. It examines the role of brands in differentiating products, fostering customer loyalty, and enhancing brand community engagement. The essay also discusses the implications of brands for brand managers, the benefits for consumers, and the lessons learned from the analyzed article, emphasizing the importance of building strong customer relationships and gaining a competitive advantage. The analysis includes hypotheses on the relationships between TCEs, product relationships, and brandfests, highlighting the significance of customer experiences in building strong brand communities and loyalty. The essay concludes by summarizing the key insights gained regarding the importance of brands, their effects on leadership, and their influence on customer perceptions, ultimately demonstrating how effective brand management can create win-win situations for both consumers and manufacturers.

Running head: MARKETING AND BRAND MANAGEMENT
Marketing and Brand Management
Name of the Student
Name of the University
Author note

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MARKETING AND BRAND MANAGEMENT
Table of Contents
Transcendent Customer Experience...........................................................................................2
Role of Brands............................................................................................................................3
Impact on the Brand Community...............................................................................................3
Hypothesis on TCEs and Product Relationship.....................................................................4
Hypothesis on Relationships between TCEs and Brandfest Individually..............................4
Hypothesis on Relationships between TCEs and Brandfest in Organizations.......................4
Hypothesis on Relationships between TCEs and Brandfest..................................................5
Different Instances of Brand Management and Brand Communities........................................5
Implications of the Brand on Brand Managers..........................................................................5
Benefits of the Brand for Consumers.........................................................................................6
Lessons Learnt from the Article.................................................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7

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Introduction
The main theme of the assignment is on the analyze the transcendent customer
experiences which have different kinds of flow or peak experience and this can create lasting
effects and shifts in the attitudes and beliefs and this is inclusive of the self-transformation as
well.
Transcendent Customer Experience
The respective article helps in dealing with two distinct kind of categories of the
experience which is extraordinary in nature. Furthermore, the respective article helps in
verifying that the marketers in the entire market recognize the overall power of the
experience in such a manner which helps in creating value to the different customers in the
entire market.
Furthermore,Schouten, McAlexander and Koenig, (2007) in the article has helped in
analysing the marketing consciousness wherein the study helps in describing the
extraordinary kind of experience and the impact of the same on the brand community as well.
Baldus,VoorheesandCalantone, (2015) has commented in the article that the TCEs
help in enhancing the experience of the different individuals with the others, activities, with
values and other symbols as well. On the other hand,Schouten, McAlexanderand Koenig,
(2017) has helped in articulating the fact that there are different kinds of experiences which
leads to object cathexis and this is one of the integral part of the self-sense of the person
which will strengthen the relationship to instrumental possession and consumption activity as
well.
Zhenget al.,(2015) has commented that the product may play utilitarian role in
achieving the transcendence which has been shown with the help of the example of the bike
of the motorcyclist.

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Role of Brands
Brands play a major role in the different organizations along with the different kinds
of products which helps in differentiating the different kinds of products from the others in
the entire market. This has been seen that the differentiation of the products and services
helps in promoting the loyalty and increasing the sales and profit margins in the entire long
run. Skålén,Paceand Cova, (2015) has commented that the branding is related to the
performance of the products and brand identity as well.
On the other hand, there are different other benefits of the brand which helps in the
identification of the source of the product and this helps in bringing certain level of the
assurance of the quality as well. The concept of branding is applied to the different kinds of
services, physical services and goods as well (Heding, Knudtzen&Bjerre, 2015).
Impact on the Brand Community
According to the article, the brand community helps in including the users of the
respective brand which includes the similarities, patterns of the consumption along with
perceived similarity with other brands along with sense of the responsibility for the welfare of
the brand as well. The role of brand is critical in nature as this helps in translating into loyalty
along with gaining higher margins as well (Fetscherin& Heinrich, 2015).
Furthermore, the empirical research is both ethnographic and quantitative in nature
which helps in welfare of the brand in an effective manner. The impact of the brand
community includes the following:
The major strength of the entire brand community along with the individual
integration helps in perceiving that the customers can try to perceive the relationship between
the products along with the other customers in the entire market (Habibi, Laroche& Richard,
2014).

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The impact of the brand fest is larger for the different customers which have less
experience with the different brands and this is powerful in nature in gaining the customer
loyalty in the entire competitive market as well.
Hypothesis on TCEs and Product Relationship
The different hypothesis has been done in such a manner which has helped in
managing the different kinds of relationships between the products and the TCEs. The
interrelationships of the customers with the brand is effective in nature as this helps them in
resolving the issues relating to the identity and existential issues as well.Bruhn,
Schnebelenand Schäfer, (2014) has commented that the different kinds of brands in the
market include the different kinds of aspects of the lifestyle of the owner along with role
identities.
Hypothesis on Relationships between TCEs and Brandfest Individually
Hammediet al.,(2015) has helped in the creation of the hypothesis in which this has
been seen that the stronger relationships between the TCEs and brand is created when there is
a specific kind of understanding from the giver to the recipient. This has been noticed that the
marketing firm helps in facilitating the concept of the TCEs through the help of the providing
gift by the giver to the recipient.
Hypothesis on Relationships between TCEs and Brandfest in Organizations
The individuals who will be sharing the different transcendent experiences helps in
forming the bonds of kindship along with understanding the users of the same products and
services as well.

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Hypothesis on Relationships between TCEs and Brandfest
There are different customers who tries to form proper and effective kind of
relationships between the different customers helps in facilitating that the TCEs is
instrumental in nature as this builds strong brand communities as well.
Different Instances of Brand Management and Brand Communities
From the article, this can be analysed that there are different real-life examples which
can be generated that the brand management is essential in nature which helps in managing
proper customer relationships in a proper and effective manner (Baldus,Voorhees
&Calantone, 2015). This has been seen that Sony is one such brand which tries to buy
products from such brand as the performance of the product is excellent and there are
different loyal group of target customers as well in the market as well.
Furthermore, Coca-Cola is the other brand which is related to the identity of the brand
in which this has been seen that the brand of Coca-Cola is symbolic in nature. The brand of
Coca-Cola helps in creating emotional connection with the audiences and this is intangible in
nature as well.
Implications of the Brand on Brand Managers
There are different implications of the brand on the different brand managers in the
organization in which this has been seen that brand helps the brand managers in generating a
proper and effective relationship between the customers in the entire market. This has been
seen that there are different kinds of customers in the market who prefer to buy and purchase
different products from the brands which are known and important in nature
(Dessart,Veloutsou& Morgan-Thomas, 2015).
Furthermore, the brand is essential as this helps in gaining more competitive
advantage in comparison to the other companies in the entire market. Proper building of the

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brand by the brand managers in the organizations helps both the consumers and the
manufacturers in creating win -win situation for both the different parties which will be
beneficial for both the parties (Chanet al., 2014).
Benefits of the Brand for Consumers
The brand helps the customers in the market helps in managing the different kinds of
activities in a smooth manner. The brand helps in providing legal kind of protection which
will help in gaining huge brand loyalty among the different customers in the market as well.
Lessons Learnt from the Article
The lessons which have been learnt from the article is relating to the importance of
the brands on the organizations along with learning the different kinds of usage of the brands
on the firms along with the customers who are brand conscious in nature.
Conclusion
The article has helped in analysing the different kinds importance of the different
brands along with the effects which this has on the leadership and on the mind of the different
customers as well. Lastly, the different usage of brands have been analyzed effectively which
helped in gaining competitive advantage.

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References
Baldus, B. J., Voorhees, C., &Calantone, R. (2015). Online brand community engagement:
Scale development and validation. Journal of Business Research, 68(5), 978-985.
Bruhn, M., Schnebelen, S., & Schäfer, D. (2014). Antecedents and consequences of the
quality of e-customer-to-customer interactions in B2B brand communities. Industrial
Marketing Management, 43(1), 164-176.
Chan, T. K., Zheng, X., Cheung, C. M., Lee, M. K., & Lee, Z. W. (2014). Antecedents and
consequences of customer engagement in online brand communities. Journal of
Marketing Analytics, 2(2), 81-97.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online
brand communities: a social media perspective. Journal of Product & Brand
Management, 24(1), 28-42.
Fetscherin, M., & Heinrich, D. (2015). Consumer brand relationships research: A
bibliometric citation meta-analysis. Journal of Business Research, 68(2), 380-390.
Habibi, M. R., Laroche, M., & Richard, M. O. (2014). Brand communities based in social
media: How unique are they? Evidence from two exemplary brand
communities. International Journal of Information Management, 34(2), 123-132.
Hammedi, W., Kandampully, J., Zhang, T. T., &Bouquiaux, L. (2015). Online customer
engagement: Creating social environments through brand community
constellations. Journal of service management, 26(5), 777-806.
Heding, T., Knudtzen, C. F., &Bjerre, M. (2015). Brand management: Research, theory and
practice. Routledge.

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Skålén, P., Pace, S., & Cova, B. (2015). Firm-brand community value co-creation as
alignment of practices. European Journal of Marketing, 49(3/4), 596-620.
Zheng, X., Cheung, C. M., Lee, M. K., & Liang, L. (2015). Building brand loyalty through
user engagement in online brand communities in social networking sites. Information
Technology & People, 28(1), 90-106.
Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent customer
experience and brand community. Journal of the academy of marketing
science, 35(3), 357-368.