Definition of brand experience
Our definition of brand experience: The totality of all sensations, feelings, thoughts, and actions evoked by a brand.
Related terms
- 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
“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.” – 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.” – 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
Visit the branding glossary for definitions of other branding terms. 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.
Umm.. what’s exactly the difference between brand experience and user experience?
Good question. “User” implies the user of a product or platform of some sort (often a website or app). You don’t necessarily have to do that to experience a brand. E.g., If I met a friend at Starbucks but didn’t order anything, I’d still be experiencing the Starbucks brand.