If someone asks you what does brand experience mean, what would you answer? Basically, it is conceptualized as sensations, feelings, cognitions, and behavioral responses provoked by brand-related stimuli. Such stimuli appear as part of a brand’s design and identity, packaging, communications, and environments. A great customer experience comes with a good brand strategy, and if the customers like what they experience, they will become loyal to you.
When speaking of purchasing such thing like coffee at the coffee shop, usually if the ordered coffee is average, customer remembers the experience more easily than the actual purchase and that how creates their own image of the brand. According to the Katrin Owrens study Branding Experience “If the consumer has strong and positive brand experiences, he or she will remember this, and the chances are that he or she will choose the same brand again”.
For example if you think about Starbucks. Whenever you go there, its full of people just chatting with friends and drinking coffee. What makes Starbucks such a great experience for the customer is that they make personal contact with the customers when they shout the actual name of the customer instead of just “latte” or “espresso”. It is more pleasant for the customer and makes a great unique experience for them. Starbucks brand experience is not just the names on the cups, it includes the unlimited amount of different coffees and drinks, friendly employees, great atmosphere, different kind of cups for different seasons and so on.
All in all, people want the service to be personal and unique experience, and if the company gives what the customers want and more, no doubt they will be succeed.