Amritha Chellakannan

Experiences are a wonderful way to connect with the world. Apart from interacting with what there is in the immediate environment, there is also mental simulation behind experiences. The event is classified as positive or negative, strong or weak, or even a core memory. The memory of the experience will evoke the same emotions as the point of occurrence. The same occurs with brands; the kind of experience it provides is stronger than the direct product or service use.

This study aimed to understand the concept of Brand experiences and its applicability for micro and small businesses to establish a Brand experience agency with a stress on tangibility for the group in the South Indian Market. It incorporates existing data on brand experiences and brand management with respect to ideation and delivery, with market research through in-depth interviews from micro and small business owners in South India and further explores the relevance of an agency to cater to their needs in the form of a feasibility study.

The establishment of a brand experience agency is needed and promising, especially in India with micro small and medium enterprises (MSMEs) contributing greatly to the economy. The thematic analysis formulated from interviews with the eight entrepreneurs reveal that, their focus is stressed on revenue generation derived from their product or service over other segments of brand strategy, entrepreneurs struggle to delegate over concerns of brand reputation and entrepreneur name supersedes brand name.

On analysis of current market conditions and opportunity, the establishment of a brand experience agency proves to be feasible. With direct professional interest to establish the firm after course completion, the project facilitates a complete plan for execution.

This showcase gives insight into The Eternal Brand Narrative, the proposed experience agency from the perspective of its establishment plan, feasibility and operations.