Browse Definitions :
Definition

brand experience

Contributor(s): Laura Fitzgibbons

Brand experience is a type of experiential marketing that incorporates a holistic set of conditions created by a company to influence the feeling a customer has about a particular product or company name. Through a combination of various modes a consumer uses to interact with a brand, companies attempt to create a general atmosphere of goodwill, dependability or trust to create an association between the brand and a specific need or emotion.

Typically handled by marketing or managerial staff, brand experience is about creating a sensory user experience in order to become memorable to consumers. By connecting and engaging with the target audience, this strategy helps convert brand awareness to brand loyalty.

Examples of brand experience

Many aspects of a customer’s experience contribute to how they view a brand. Companies rely on a large number of components to influence the attitudes associated with their brand, including many of the following.

  • Advertisements targeted at a specific or broad audience are created as an extension of the feeling and personality of the brand.
  • Designers choose colors for their ads, web content, and other marketing materials that evoke desired feelings in customers at different stages.
  • Companies attempt to weave themselves into the stories of their community, incorporating political views, holidays, and important life milestones into their branding.
  • Well-resourced customer service helps to give customers a positive view of their user experience and makes them more likely to make a purchase or return as a customer
  • Organizations attempt to create a strong online presence that brings their brand to mind when a potential customer has a need that the company can meet. Companies create their brand’s online presence through their websites, social media accounts, blogs and apps.
  • Promotions like discounts and coupons or customer reward programs bring in new business and create positive experiences for customers.
  • Creating catchy jingles or slogans may cement a brand in a customer's mind.
  • Logos, branding, store layout and signage can be designed to try to convey specific desired emotions, like trust, excitement, or dependability.
  • Many companies release a regular newsletter or periodic press releases with information that is interesting to their target audience and include news about the brand.
  • Companies may pay for product placement or hire spokespeople to have their products appear in movies, commercials or in the same shot as famous endorsers to encourage customers to use their brand.
This was last updated in November 2018

Continue Reading About brand experience

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

What is a company that you have consistently had a positive brand experience with?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

SearchCompliance

  • regulatory compliance

    Regulatory compliance is an organization's adherence to laws, regulations, guidelines and specifications relevant to its business...

  • privacy compliance

    Privacy compliance is a company's accordance with established personal information protection guidelines, specifications or ...

  • data governance policy

    A data governance policy is a documented set of guidelines for ensuring that an organization's data and information assets are ...

SearchSecurity

  • asymmetric cryptography (public key cryptography)

    Asymmetric cryptography, also known as public-key cryptography, is a process that uses a pair of related keys -- one public key ...

  • Evil Corp

    Evil Corp is an international cybercrime network that uses malicious software to steal money from its victims' bank accounts.

  • Plundervolt

    Plundervolt is a method of hacking that involves depriving an Intel chip of power so that processing errors occur.

SearchHealthIT

  • telemedicine (telehealth)

    Telemedicine is the remote delivery of healthcare services, such as health assessments or consultations, over the ...

  • Project Nightingale

    Project Nightingale is a controversial partnership between Google and Ascension, the second largest health system in the United ...

  • medical practice management (MPM) software

    Medical practice management (MPM) software is a collection of computerized services used by healthcare professionals and ...

SearchDisasterRecovery

SearchStorage

  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification written for internally mounted storage...

  • RAID (redundant array of independent disks)

    RAID (redundant array of independent disks) is a way of storing the same data in different places on multiple hard disks or ...

  • cache memory

    Cache memory, also called CPU memory, is high-speed static random access memory (SRAM) that a computer microprocessor can access ...

Close