How experiential engagement can enhance brand narrative.

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  • Additional Information
    • Subject Terms:
      DUBAI (United Arab Emirates)
    • Abstract:
      The article discusses role of experiential engagement in enhancing brand narrative. It states that brands should engage stakeholders in real-life activities, allowing them to experience a journey that is supposed to bring the brand narrative and values to the stakeholders' life, and mentions prominence of a brand's positioning in a market environment where impact is said to take precedence over outreach. It cites example of retail sector in Dubai, United Arab Emirates.