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
“All the interactions people have with a product, service, or organization” – The Dictionary of Brand by Marty Neumeier (Liquid Agency)
“[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
This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.
We like thinking about BX as everything a consumer comes in contact with and it’s guiding their purchase decisions. Do you agree?
https://air.inc/blog/brand-experience-BX
I definitely think that’s part of it. One might argue brand experience includes experiences of those other than customers—employees, for example.