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

2 comments

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
Love your write up on BX. Clearly shows how many moving pieces are involved, not just the brand or marketing department. We shared our thoughts about Brand Experience on the blog today and would love for you to check it out! https://air.inc/blog/brand-experience-BX
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

SearchCompliance

  • PCI DSS (Payment Card Industry Data Security Standard)

    The Payment Card Industry Data Security Standard (PCI DSS) is a widely accepted set of policies and procedures intended to ...

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

  • compliance framework

    A compliance framework is a structured set of guidelines that details an organization's processes for maintaining accordance with...

SearchSecurity

  • Trojan horse (computing)

    In computing, a Trojan horse is a program downloaded and installed on a computer that appears harmless, but is, in fact, ...

  • identity theft

    Identity theft, also known as identity fraud, is a crime in which an imposter obtains key pieces of personally identifiable ...

  • DNS over HTTPS (DoH)

    DNS over HTTPS (DoH) is a relatively new protocol that encrypts domain name system traffic by passing DNS queries through a ...

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 and is used in internally mounted ...

  • kilobyte (KB or Kbyte)

    A kilobyte (KB or Kbyte) is a unit of measurement for computer memory or data storage used by mathematics and computer science ...

  • virtual memory

    Virtual memory is a memory management capability of an operating system (OS) that uses hardware and software to allow a computer ...

Close