What is a brand?A brand communicates specific information about an organization, product or service, distinguishing it from others in the marketplace.
A brand is a "promise": a promise regarding the qualities and particularities that make the organization, product or service special and unique. In short: a brand has the message to show and tell the public what an organization represents and what is has to offer.
The brand of the Hard Rock Cafe is one of the world’s most recognizable brands. It offers guests great American fare in a rock ‘n’ roll atmosphere. The Hard Rock Cafe itself consists of three different sections: A stage for live performances for the musical artists, a Cafe which offers typical American fast food such as hamburgers, chicken wings and sandwiches and finally a retail rock shop where customers can buy merchandized souvenirs from the Hard Rock Cafe itself like a T-shirt with the Hard Rock Cafe logo printed on it. But what makes the Hard Rock Cafe so unique is the great collections of rock ‘n’ roll memorabilia, which are mounted on the walls throughout the whole Cafe. It’s collection ranges from autographed guitars, outfits from world tours and rare photographs of artists. One famous collected item was the unsigned Red Fender Lead II guitar from Blues artist Eric Clapton.
What is a costumer experience?
Quotation: "It’s the sum total of the interactions that a costumer has with a company’s products, people, and processes" (Richard Own, vice president of Dell). A costumer experience starts from the moment on when a customer purchases a product from the company. After the purchase the customer evaluates his purchase decision: was it the right choice? Is he satisfied with his purchase?
From different customer experiences the Hard Rock Cafe in Phoenix is rated positively with a good costumer service, great atmosphere and delicious food.
What is a branded costumer experience?
From the customers perspective: Consumers desire a certain experience in order to reach their dreams and wishes to live a certain life-style.
From the company’s perspective: The company tries to provoke a certain feeling/atmosphere with their logo inside the costumer. A logo is designed to graphically represent the identity of the company and should be easily recognized by the customer.
The branded costumer experience of the Hard Rock Cafe is to deliver the customers an ultimate destination for rock lovers of all ages.
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