Pop-up (Brand communication tool (functions (allows a manufacturer to…
Brand communication tool
highlight core attributes
strengthen brand identity
increase brand awareness
increase brand image
allows a manufacturer to manage in-store brand communication directly in the store
directs consumers’ attention toward the brand.
provides the ideal environment in which to exploit the value system that the brand brings with it
an interactive and narrative experimentation place
interaction with the consumer is central to developing and extending the brand.
fosters dialogue beyond simple knowledge and information-sharing, leading to the development of a value experience dense environment
to offer real access to an extraordinary brand experience
multi sensory involvement
seeks to entertain, while informning
A new form of marketing communications/ addition to the marketing tool kit
No overt methods of communication
Moved beyond traditional communication methods
emphasis on WOM
purpose to satisfy
the firm’s need to synthesize and share its brand values in an original way
the increasingly complex consumer needs by focusing on
brand awareness and brand value (Castaldo and Mauri, 2008).
the need for experience and socialization. (2)