What Is Brand Experience?

Brand experience is the individualized response of individual customers to certain experiences of the brand, including the marketing efforts made by the operator during the consumer consumption process and before and after the brand product or service is purchased. In other words, brand experience is the customer's specific experience and feelings about the brand. Of course, the meaning of "experience" goes far beyond the products and services under the brand banner. It includes every interaction between the customer and the brand or supplier-from the initial understanding, through selection, purchase, use, to persistent repeat purchases.

Brand experience

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Brand experience is the individualized response of individual customers to certain experiences of the brand, including the marketing efforts made by the operator during the consumer consumption process and before and after the brand product or service is purchased. In other words, brand experience is the customer's specific experience and feelings about the brand. Of course, the meaning of "experience" goes far beyond the products and services under the brand banner. It includes every interaction between the customer and the brand or supplier-from the initial understanding, through selection, purchase, use, to persistent repeat purchases.

Chinese name

Brand experience

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Starting from the psychological structure, from the differentiation of the psychological structure and the combination process and the stage of the person's spiritual pursuit as the dividing criteria, the experience system related to psychological experience can be divided into five aspects:

Corresponding to the above experience, brand experience can also be divided into five types. Brand types can also be divided into five types from the perspective of experience

Experience brand experience brand type

Sensory Experience Brand Sensory Experience Sensory Experience Brand

Emotional experience brand emotional experience emotional experience brand

Achievement experience brand achievement experience achievement experience brand

Spiritual Experience Brand Spiritual Experience Brand

Mind Experience Brand Mind Experience Mind Experience Brand

Spiritual experience is the experience of man's attention to the most essential life problem-ultimate care-and it is inseparable from human spiritual belonging. So brand experience at this level is more of a philosophical or religious experience. This is an area where commercial brands are hardly involved. In fact, there are many religious brands. For example, the Bible is a brand. Many tourist and religious destinations are also very good brands. For example, Tibetan Buddhist resort Tibet is a brand. It has a supreme position in the minds of believers. It s inferior; the Potala Palace, Jokhang Temple, Mecca Holy Land, Gaza in Saudi Arabia, and the pyramids in Egypt are all religious brands. Their brand power is greater than the so-called most famous brand in the commercial field, because these religious brands have a dominant soul The power of his can make his followers extremely loyal.

Religious brands are the highest-level brands and the most difficult to reach. Their characteristics are: mystery, sublime, awe, and direct connection with people's spiritual experience. In front of them, people will receive some invisible dominance. The role of people at this time is more of an experience of truth, kindness, and beauty. Because deep in the human heart, there is always a sense of awe of the mysterious power of nature. Sometimes, especially when helpless, there is a tendency to ask for help from gods, such as: "God!", " God! "" My God! "And other shouts, this is the unintentional disclosure of this experience.

Raising the brand experience to the level of spiritual experience is the ultimate belonging of a brand. To achieve this goal, it must be different from the traditional brand strategy and tactics, or even change the entire business thinking. For example, it cannot be too utilitarian, have a lofty moral outlook and a sense of social responsibility, and complete commercialization and profit-seeking are impossible to achieve this state.

The SEMs (Strategic Experience Module) proposed by Professor Schmidt pointed out the direction for the implementation of brand experience, that is, to provide experience from the five levels of perception, emotion, thinking, action and relationship according to the consumer's psychological cognitive process.

Brand experience

Brand experience should give consumers a comprehensive sense of stimulation. If consumers' sight, taste, smell, hearing and touch are stimulated from time to time, then their feelings will be more profound. Like Haagen-Dazs preparing samples for people to taste in the ice cream hall, BMW-sponsored tennis and golf tours offer people the opportunity to test drive; shirt maker Thomas Pinker's store is full of the smell of linen fabrics, packed in gold or The oil in the platinum container feels better than the oil in the blue or black container. These are all successful applications of the experience.

Brand experience emotion

At this level, emotional stimuli (activities, catalysts, and objects) are used to elicit a mood or a specific mood to affect the mood and emotions of consumers. Starbucks Coffee is a great example of an emotional experience. Living room-like furniture, elegant colors, elegant music, warm service, strong coffee aroma, hissing coffee making sounds, all of these customers who come to Starbucks experience elegance, quietness, Harmony, comfort and warmth.

Brand Experiential Thinking

Both of the above experiences are perceptual, while the thinking experience is rational. It is about inspiring people's intelligence, and creatively giving people the experience of knowing and solving problems. It uses surprise, intrigue, and temptation to generate a series of unified or disparate ideas. For example, Microsoft s "Where are you going today" propaganda aimed at inspiring people to understand "the meaning of computers to people in the 1990s".

Brand Experience Action

People's active participation will get a deeper feeling. At this stage, the brand experience should make the brand a part of people's life by attracting active participation, improving people's physiological experience, showing other ways of doing things and another lifestyle, like Nike's "JUST DO IT" advertiser Yu Chanxiao, the subtext is "no need to think, act directly", quite seditious.

Brand experience relationship

The ultimate purpose of brand experience is to make the brand and consumer form a relationship. To build relationships requires a deep understanding of consumers. First find their enthusiasm-part of their lives can show their self-concept and identity; second, consider it as an individual rather than a group to understand how brands are connected with consumers' self-concepts and lifestyles Finally, it is necessary to observe consumer values, beliefs, behaviors, interests and possessions. Like Harley-Davidson motorcycle owners embossing the Harley-Davidson logo on their arms or their entire body, Harley-Davidson motorcycles have become a part of their lives, symbolizing a free, free, and rebellious lifestyle. As the New York Times wrote: "If you own a Harley, you become a Brotherhood; if you don't, you are not."