Brand experience is a multidimensional construct that explains customer loyalty.
Brand experience is an umbrella term that describes a subset of activities that include events, meetings, tradeshows, experiential activations, stunts, mobile applications and other meaningful interactions with brands and products. (Bruce Henderson)
Marketing is all about the kind of experience you deliver to our customers with every interaction. The more compelling the experience, the faster you will build brand loyalty. In fact, the experience you build becomes your brand in your customers’ minds.
“It’s more and more difficult to succeed through traditional advertising,” says Raja Rajamannar, chief marketing officer for MasterCard, which revamped its marketing strategy a few years ago to focus on experiences. Notably, brand experience has attracted a lot of attention in marketing practice. Marketing practitioners have come to realize that understanding how consumers experience brands is critical for developing marketing strategies for goods and services.
However, the concept of brand experience begin with a review of consumer and marketing research, which examines when experiences occur and how they affect judgments, attitudes, and other aspects of consumer behavior.
Consumer and marketing research has shown that experiences occur when consumers search for products, when they shop for them and receive service. Product experience is the entire set of effects that is elicited by the interaction between a user and a product, including: (1) the degree to which all our senses are gratified (aesthetic experience) (2) the meanings we attach to the product (experience of meaning); (3) the feelings and emotions that are elicited (emotional experience) (Hekkert, 2006).
Shopping and Service Experience: Brand experience includes store design and atmosphere, consistently great product quality, making customers feel they are special and the sense that customers always get a deal. Research in this area investigates how atmospheric variables and salespeople affect the experience.
Consumption Experience - Not all experience dimensions affect consumers equally in the post-consumption stage. Hedonism was an important experiential dimension affecting positively most of the post-consumption variables. Marketers should co-create the experience with consumers by carefully managing their experiential offering. Companies should focus on designing pleasurable, educational and fantasy experiences while minimizing the feelings of immersion and risk that arise from intense activities.
In short, experiences arise in a variety of settings. Most experiences occur directly when consumers shop, buy, and consume products. Experiences can also occur indirectly—for example, when consumers; are exposed to advertising and marketing communications, including Web sites.
Done well, brand experience can build valuable and lasting relationships with—and affinity for your brand. Nevertheless, they work much harder if they are truly extraordinary experiences.