Brand experience has much to do with the psychological meaning of a brand and the company’s approach to branding.
Branding differentiates the brand name from the competitors’ brand names. It is the process by which companies distinguish their product offerings from the competition. The way in which a firm differentiates itself from rivals. Branding is a form of differentiating a firm’s products from those of its competitors.
What is brand experience?
Brand experience refers to how customers are being affected by the brand that they meet with.
Brand experience includes customer’s unique feelings, thought, perceptions, beliefs and attitudes when they make their purchase of a product and throughout the time when they use the product.
How is brand experience created?
Branding can heavily influence the customers’ feelings about a product and change perceptions creating a certain brand experience.
Companies try to make sure that their customers have certain brand experience, therefore try to create one through branding. In fact, brand labels should try to build only positive images and feelings among the audience.
Example 1: Coca-Cola, the world’s most well-known brand with brand recognition of around 99%, tends to be associated with happiness. It is so influential that it can alter the consumer’s feelings and their perception of the product’s taste.
What is the ideal brand experience?
The ideal situation is when a business has marketed its product successfully in a way that customers will only use positive descriptors like ‘trustworthy, valuable, desirable, modern, worth-buying, fashionable, etc.’ when being asked for their opinions about the brand.
Where is positive brand experience leading to?
Positive brand experience creates brand preference among customers. It means that they favor a brand over rivals. Hence, they will choose that particular brand over competitors’ products.
If these emotions are shared over a longer period of time, the firm will be able to create a certain brand image with which loyal customers identify.
Overall, positive brand experience leads to brand preference which then leads to brand loyalty.
