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14 Brand Experience Essentials

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Brand experience are the realities of how customers think and feel about a brand. As the term suggests, these ideas and emotions are generated by experiences with a brand and information about the brand obtained through media and social interaction. The following are common elements of brand experience.

Brand Awareness

The process of becoming familiar with a brand such as a fashion enthusiast who reads about a new designer brand in a fashion blog.

Visual Branding

Becoming familiar with a brand's visual symbols.

Brand Image

A customer's view of the identity of a brand. Brands often work to shape their image with marketing messages, storytelling and brand promise.

Brand Culture

The culture that evolves around a brand. For example, a brand of shoes that becomes popular within a subculture or super culture. In many cases, your customers and employees shape your brand without regard to your brand strategy.

Brand Reputation

The behavior of your firm and its impact on brand perceptions. This includes how well you treat customers, employees, the environment and the communities in which you operate.

Brand Legacy

The history of a brand. For example, a customer who feels nostalgia for your brand because they remember it from their youth.

Customer Service

Human interactions between you and the customer are a primary element of brand experience. Generally speaking, respectful, diligent service adds to brand experience. A poor customer service interaction can cause a customer to completely abandon a brand.

Product Design

The design of products and services including how well they fulfill customer needs and suit customer preferences.


The design and operation of physical environments such as a hotel lobby and digital environments such as a website. For example, a customer who feels a sense of enthusiasm for a brand after visiting its flagship location.


Customer perceptions of quality. For example, a bank website that is often exceedingly slow can cause a customer to feel the bank is unstable and unreliable.


Customer perceptions of marketing messages.


Customer perceptions of pricing. For example, an internet provider with flat rate predictable prices and easy to read bills may generate positive word of mouth and brand loyalty.

Brand Authenticity

A company that lives its mission and vision such that customers believe in its brand promise. For example, a snowboarding brand where employees are all avid snowboarders who want to make awesome snowboards.

Brand Architecture

The use of a brand name on a variety of products. A brand can become less valuable if it is overextended such that customers become confused about its identity or begin to doubt the brand's authenticity or status.
Overview: Brand Experience
The realities of how customers think and feel about a brand.
Related Concepts


This is the complete list of articles we have written about branding.
Brand Architecture
Brand Attributes
Brand Authenticity
Brand Awareness
Brand Development
Brand Diffusion
Brand Equity
Brand Experience
Brand Extension
Brand Family
Brand Guidelines
Brand Identity
Brand Loyalty
Brand Management
Brand Metrics
Brand Objectives
Brand Perception
Brand Positioning
Brand Recognition
Brand Status
Brand Strategy
Brand Voice
Moment Of Truth
Product Line
Top Of Mind
Types Of Brand
Umbrella Brand
More ...
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