Marketing and brand are that recent activities by enterprises can be seen the company create value through two major tools in the future. Schmitt (1999) proposed the term experience marketing, making marketing pay more attention to the purchasing experience of consumers, especially, is to create a brand experience that the brand image of the way the customer in mind. In this study, we used computer show in 2010, ASUS exhibition as an example, try to understand whether the exhibition to move consumers through experience marketing and brand image in the mind, finally exhibition to stimulate consumers to buy goods. In this study, using a variety of analysis, we can get the following conclusion: 1. ASUS notebook can be divided into two major segments; The first is to purchase the more low-cost models based on the young population, the second was the purchase of high-level notebook. The consumption of Netbook also can be divided into groups. One is to buy more low-cost group of young students and the other purchase of a second computer for the convenience. 2. Respondents considered that the best brand image which they feel for the show: Use the ASUS computer to make me feel creatively, make yourself a credible image and audio-visual experience to meet the needs of the pursuit of customers. 3. Experience marketing helps brand image building and can be predicted it. When the respondents have more good experience in experiential marketing, the more we can build a brand image. And experience marketing, brand image and purchase intention is positively related between.

This paper explores fantasy brands and product placement in order to determine which method serves to be more effective to a targeted audience. A fantasy brand exists only in a virtual or fictional world. Reverse product placement is the process of transforming brands in a virtual world into products or services in the physical world. Common fictional brands include Willy Wonka Chocolate (Charlie and the Chocolate Factory), Duff Beer (The Simpsons), Dunder Mifflin Paper (The Office), Bubba Gump Shrimp Company (Forrest Gump), Central Perk (Friends), and Stay Puft Marshmallows (Ghost Busters). Previous research has suggested that people who are fans of a television show or movie are more likely to purchase a fantasy brand than those who are unfamiliar with the show or movie. Additionally previous research indicates that some people believe product placement is invasive and results in negative brand image. However, no previous research directly compared product placement to fantasy brands, and which a consumer might prefer. This paper will explore the advantages and disadvantages of both product placement and fantasy brands. The study conducted tested 175 subjects in a moderated laboratory setting to discover which form of advertising was more likely to drive a purchase interaction. This study goes on to provide evidence that consumers are more likely to purchase a fantasy brand when there is a high level of “fandom”. However, if they have a low level of “fandom” they are more likely to purchase the item in the form of product placement. This paper contributes to the idea of branding, experiential consumption, and advertising in an overcrowded era.