Definition of brand experience
Our definition of brand experience: the totality of all sensations, feelings, thoughts, and actions evoked by a brand
- Brand: The idea(s) behind, identity of, and experience(s) created by an organization, product, service, or other entity
- Brand identity: The cumulative expression of a brand to target audiences.
- Brand touchpoints
Other definitions of brand experience from around the web
“The means by which a brand is created in the mind of a stakeholder through all experiences and interactions with or involving the brand” – OVO
“Sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments” – Brakus, Schmitt, & Zarantonello, 2009. Journal of Marketing.
“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” – WhatIs.com
“The ecosystem that exists around a brand or product.” – John Hamm, global chief creative officer of Geometry Global
“The means by which a brand is created in the mind of a stakeholder.” – Excerpt from The Brand Glossary by Interbrand