Brand experience: the totality of all sensations, feelings, thoughts, and actions evoked by a brand
Other definitions 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
“[It’s] about designing a sensory experience that brings a person into a lasting and meaningful relationship with a brand” – Why Brand Experience Is the Future of Marketing — Part One by Chris Cavanaugh (Freeman)
“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” – “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?” 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
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