The impact of experiential marketing on spirit brands’ desirability in France

Abstract

The aim of this paper is to study the link between experiential marketing strategy and spirit brand’s desirability. In a very challenging market, spirit brands face today a major issue of desirability. Indeed, the consumers being more volatile, and the market being highly competitive, spirit brands have some trouble in order to be desired in the eyes of their consumers. Traditional marketing is not enough anymore to help spirit brands in improving their desirability, hence marketers highlighted the concept of experiential marketing to do so. What is exactly desirability and why is it a main challenge for spirit brands today ? What brought the emergence of experiential marketing in spirit brands’ strategies ? What is experiential marketing and what are the main factors influencing it ? And finally why experiential marketing enables spirit brands to positively work on their desirability issue today?