ABSTRACT
In this chapter, I propose a conceptual framework for experiential marketing and brand experiences. The framework is linked to three types of values. It enables companies to become experience providers, establishing and managing real or virtual experience products and worlds. In particular, I provide the components and success factors for brand experience worlds and memorable brand experiences.
I will name the dynamics behind experience societies and markets; present relevant experience market ranges and realms; propose a systematization for real and virtual experience products and worlds; and introduce the value triad with value dimensions of products and services. Also, I will denote the characteristic components and success factors of real experience worlds, as well as provide an overview of brand experience worlds and their characteristics.
