What is brand experience?
Posted: Tue Jan 07, 2025 6:59 am
Brand experience is the process through which – by mobilising different types of resources – a company builds an experience : it sets up a series of significant encounters with its target audience , with the aim of influencing the way in which the brand is perceived .
It is through the design of a messaging system that the communicative intention of the brand unfolds , which, in turn, consists in establishing an emotional connection with the consumer, in order to root itself in his imagination, orient his behaviors, and direct his choices.
By developing the brand experience, an organization tries to influence to some extent jordan whatsapp resource the most elusive and unpredictable component of its customers' decision-making processes, the one that has to do with intuition and feeling. For this reason, when we talk about brand experience, we should not think of repetitive activities or automatisms but rather of targeted initiatives, designed to increase consumer awareness of the brand.
According to Brakus, Schmitt & Zarantonello, who conducted one of the most cited scientific analyses on the subject, brand experience is neither intrinsically positive nor negative but refers exclusively to the customer's internal response to external brand stimuli . The same research clearly shows that brand experience affects satisfaction and loyalty . The reason is simple: if a consumer has a positive experience with the brand, they will want to replicate that experience. If they have a negative experience, they will remember it as a mistake and avoid repeating it.
It is through the design of a messaging system that the communicative intention of the brand unfolds , which, in turn, consists in establishing an emotional connection with the consumer, in order to root itself in his imagination, orient his behaviors, and direct his choices.
By developing the brand experience, an organization tries to influence to some extent jordan whatsapp resource the most elusive and unpredictable component of its customers' decision-making processes, the one that has to do with intuition and feeling. For this reason, when we talk about brand experience, we should not think of repetitive activities or automatisms but rather of targeted initiatives, designed to increase consumer awareness of the brand.
According to Brakus, Schmitt & Zarantonello, who conducted one of the most cited scientific analyses on the subject, brand experience is neither intrinsically positive nor negative but refers exclusively to the customer's internal response to external brand stimuli . The same research clearly shows that brand experience affects satisfaction and loyalty . The reason is simple: if a consumer has a positive experience with the brand, they will want to replicate that experience. If they have a negative experience, they will remember it as a mistake and avoid repeating it.