Enhancing Brand Experiences and Appeal to Consumers

Case Study
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Case Study
In a competitive business environment, businesses have to enhance brand experiences and appeal to consumers. How consumers perceive a brand usually affects sales and revenues. As such, businesses have developed tactics to promote positive brand perception among consumers, especially in experiential marketing. These tactics include the use of sight, touch, taste, smell, and hearing. According to Wiedmann et al. (2018), these tactics enhance customer perception and decision-making, influencing customers’ buying behavior. For instance, the use of classy interior décor and lighting in a hotel is an appealing sight that enhances positive perception. Similarly, the use of relaxing music in a spa is a hearing tactic that can be used to enhance customer perception and drive sales. Roschk and Hosseinpour (2019) indicate that putting ambient scents in business can increase customer expenditure by up to 23%. Thus, these tactics are effective in not only enhancing perception but also in driving sales.
I have witnessed these tacti...