Brand Experience Marketing Of Interactive Television

As the core of New Media revolution, Interactive Television (ITV) is drawing more and more elite and capital to its exciting competition. The thesis focuses on how the brand experience marketing helps ITV operator build the brand. The thesis tries to study the concept and meanings of ITV brand experience marketing from the two dimensionalities: brand marketing and ITV. Based on the ITV audience analysis, the thesis highlights the individuation and approaches seven brand experience marketing strategies including brand perceive, content, service, audience relation, off-air tools, in virtue of the traditional brand. Besides, the thesis constructs a ITV portal, the best way to perform the interactive experience, and explores seven profit-growing ways to support the costly brand promotion. At last, the thesis makes the case study of BesTV brand marketing. The thesis conclusion is: brand experience marketing is the best way to embody the characters of interactive technology and operation. The value of ITV's interactive feature can be maximized by the brand experience marketing. The capability and performance on planning and carrying out the interactive experience determines the brand's place in the ITV competition.