Brand Experience and Its Impact on Companies Decision-Making Marketing

This report examines the significant impact of brand experience on company decision-making within the marketing field, drawing from Brakus et al.'s (2009) research. It explores how brand experience, encompassing sensory, affective, intellectual, and behavioral dimensions, influences customer satisfaction, brand loyalty, brand equity, and brand trust. The analysis delves into four key marketing implications: improving operations, generating higher revenue, creating value, and developing customer satisfaction and loyalty. It also investigates the relationships between brand experience and brand equity, brand image, and brand trust. Furthermore, the report suggests future research directions, including how events, social media, and customer equity can further enhance and adapt brand experiences. The report emphasizes the importance of understanding consumer perception and the strategic use of brand-related stimuli to build strong customer relationships, ultimately driving long-term financial returns and brand recognition.

Brand Experience and its Impact on Companies
Decision-Making Marketing
BUS-4245-001
Prof. Fabrizio Di Muro

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Abstract
Brand experience is an important aspect of marketing that can improve operations, create overall,
and can enable the company to
(2009), six
studies are presented that are aimed at examining the influence of brand experience dimensions,
specifically, sensory, affective, intellectual, and behavioural on customer satisfaction, and to
identify the mediating effects between brand experience and brand loyalty through brand
personality associations. However, this analysis will apply information gathered from the article
and examine four marketing implications that brand experience has on improving operations,
generating higher revenue, creating value, and developing better customer satisfaction and
loyalty. As well, the implications and its relationship with brand equity, brand image, and brand
trust will be examined. The analysis will provide three future research directions concerning how
brand experience can further improve, adapt, or become influenced by factors such as events,
social media, and customer equity.
Keywords: brand experience, brand loyalty, brand equity, brand trust, customer
satisfaction,

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Brand Experience and its Impact on Companies
Brand experience is an important element for predicting and examining
behavioural outcomes such as customer loyalty and purchase intention. Brakus et al. (2009)
voked
by brand-related stimuli that are part of a brand's design and identity, packaging,
-related stimuli can elicit the way
consumers interact with and are affected by brands. Suitable marketing and relevant branding
can produce higher sales for not just one item, but all the other items associated with that
particular brand. Thus, it is crucial to understand how consumers perceive brand experience and
how brand experience affects the process of building the relationship between consumers and the
brand. This analysis aims to consider implications that brand experience has on marketing and
whether it can improve operations, generate higher revenue, create value, and develop better
customer satisfaction and loyalty. These implications will then be analyzed for any
recommendations for future research regarding how brand experience can be improved, adapted,
and influenced through customer equity, social media, and events.
Marketing Implications
Improving operations
The rapid pace of globalization, high competition, and extravagant branding merged with
the declining economy, environmental issues, and highly judgmental consumers, present new
challenges for marketers and consumers. In the same way customer experience improves
customer loyalty and retention, brand experience is the discipline of understanding which
interactions attract or turn away potential customers and what actions organizations need to drive

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to improve brand differentiation. As a result, marketers can use brand experience to enhance
their strategies to tackle this
understand how b -
making. For instance, brand experience ties into the idea of availability heuristics. The
availability heuristic can explain why branding and advertising are effective. With the help of
advertising and brand-related stimuli, branding makes certain information available to the
consumer. As a result, when a consumer goes shopping for a product, the information they saw
in an ad such as brand name, packaging, and design is what most likely comes to mind, and helps
them make a decision. What consumers end up buying is heavily influenced by brand names and
advertising. Although this is hypothetically what marketers intend when they create an ad, the
ility heuristic is to make the advertisement or
branding effective in the first place.
Brakus et al. (2009) demonstrates how utilizing important branding such as brand design,
nd experience,
product experience, shopping and service
experience, consumption experience is what enables business leaders to get a real-time
understanding of where their experience gaps are, and can change, adapt, or improve their
strategies. This approach ultimately creates long-term financial returns
Generating higher revenue

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Generating higher revenue through brand experience is a major factor that determines
consumer-based brand equity, brand loyalty, and is generally what
strategic direction. There is a necessity to expand, retain, and increase customer loyalty toward
products and services to leverage brand equity. Therefore, developing brand loyalty evokes
possible returns for a company, mainly because the costs for getting new customers are
dramatically more compared to the costs of maintaining existing customers. As a result, when
brands are developing a strong, emotional, and intense brand experience for the customers, they
are not only maintaining their customer base, but they are also attracting new ones, which
ultimately leads to an increase in sales. Brand experience recognizes that customers are the
primary source of current and future cash flow (Villanueva and Hanssens, 2007). When
re likely to tell their
friends, family, and co-workers about it. Word-of-mouth marketing has a measurable impact on a
spending any extra money attracting them. Brand equity has a direct impact on sales and revenue
because consumers lean toward products and services with better reputations. For instance, when
Apple releases a new product, customers line up around the block to buy it even though it is
usually priced higher than similar products from competitors. One of the main reasons why
Apple's products sell so much is that the company has gained a staggering amount of positive
brand equity and brand loyalty. Loyal customers usually pay premium prices and are less likely
to be concerned about price.
Companies that integrate brand experience into their marketing strategies can gather real-
drive their business priorities forward within a shorter time frame. Companies can use the data

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gathered from these brand experiences to examine
Marketers can use this real-time data to help them understand where to prioritize customer and
brand investments, and as a result, see a return on investments.
Creates value
Brand experience ultimately creates all-around value for the company. As brands develop
marketing strategies that correlate with existing trends, they need to implement the right
technology that helps them apply experience data to drive value not only with existing customers
but also with potential customers. Therefore, applying brand experience into a marketing strategy
is what will promote and encourage long-
ingest information and develop connections from marketing communications, instead, people are
sourcing opinions on b
necessarily a bad thing for businesses when people are sharing their brand experience with
others, it theoretically leads to better quality products and services down the road. The power of
peers considerably influences how another makes buying decisions. The perceived value of a
-making, and through the
power of social media, can influence others into making similar decisions.
Creating value is one of the major barriers, but also one of the most valuable advantages
that a company can acquire from brand experience. Brands are always looking to be recognized
and remembered by the public. Therefore, the main objective of a brand-consumer relationship is
to create value. Ultimately, a brand with alluring experiences is perceived as more valuable than
brand equity and enables business managers to command higher prices for their products or

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services. However, failing to ensure a consistent brand experience has the potential to undermine
experience, they can create a somatic marker of that brand that can guide their decision-making
because s
through an effective brand experience, the consumer will associate that brand as valuable, and
that somatic marker can steer a consumer towards a brand preference.
Develops better customer satisfaction/loyalty
In order for companies to successfully listen to the needs and wants of their customers,
they need to properly understand how brand experience and its data can develop better customer
and positively affects consumer satisfaction, brand trust, and brand loyalty. For instance,
consumers are not only deciding if they want to buy
want to buy into the brand experience. Companies can use brand experience to create a strategic
and comprehensive plan for delivering quality services and products that will create a distinct
and unforgettable long-term experience for customers.
Brand experience offers consumers the opportunity to create an attachment and develop a
deeper connection with the brand. Consequently, a positive brand experience can sometimes
mean the difference between a consumer choosing one brand over the other or losing the sale. It
is easy to see why companies go out of their way to develop an impressive and attention-
consistent brand
experience as a foundation. The most valuable brands in the world, such as Apple, know that
brand consistency helps to create lasting customer relationships and increases brand recognition.
For instance, there is a strong influence of bran

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life. Most companies know that customers form preferences for products early, and their early
preferences carry forward for a long time. Over time, these long-lasting brand experiences can
affect consumer satisfaction and loyalty. These experiences can generate specific feelings within
an ideal for
a company to direct their marketing efforts towards potential customers at an early age because
the earlier a brand creates these positive, long-
the easier it is to develop that strong consumer-brand connection.
Future research directions
Investigating the influence of events on brand experience
Rather than focusing on a specific element of brand experience, can brand experience be
improved through events? Events are an engaging way for brands to gain audience attention and
loyalty through visual and sensory appeal. I would research whether events enhance the brand
experience by inserting a brand into an event their target market cares about, or creating one of
their own, and using consumer metrics
mindset about the brand. Further research would compare consumer feedback alongside data like
sales and ad spend, so companies can draw connections between these marketing initiatives and
quantitative impact. I think the results would reveal how events can change consumers' attitudes
about the brand while creating powerful and long-lasting brand experiences. However, it depends
on the financial impact these events have on the company because the impact that the brand
experience would have , would not justify the amount of money spent. This
research is important because customer preferences and expectations are constantly changing, so
brands should take the opportunity to further enhance the experience for their consumers. By

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creating and hosting an event, companies are giving customers a chance to learn, meet, and share
ideas while also developing a stronger connection with the brand.
Investigating the influence of social media on brand experience
Can brand experience be effectively applied in social media? Social media is a fantastic
way to engage and network within a targeted industry. Brakus et al. examines ways that
consumers experience a brand when they buy products or go in-store shopping, however, he
. There is a
major focus on the creation and consumption of content in the digital space, and it emphasizes
the interactive nature of social media and makes a clear distinction between brand experience on
social media and brand experience in traditional marketing. Research would apply a detailed
statistical overview of how social media impacts brand experience, and how consumers respond
to this marketing. I would argue the results would have a mixed outcome. Marketing initiatives
that create experiences on social media may be useless if companies do not take into
consideration how and why consumers create and connect brand-related cues in their minds. On
the other hand, social media could potentially trigger an emotional connection between a brand
and a consumer if companies are taking the time to respond and listen to their audience on social
media. Social media does have challenging effects on brand experiences, such as making long-
term, significant, and memorable brand experiences. However, these challenges can be overcome
if managers discover how consumers understand their brand and how they can change or
improve it to better fit within their narrative. Despite the strategic importance that social media
plays in marketing, the relationship between social media and brand experience remains unclear.
Therefore, this research is more important than ever to establish not just consistent branding, but
also brand image, personality, brand loyalty, and customer equity. Brands that are active and

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respond to customers across social media platforms create a positive influence on their audience
and ultimately, builds loyalty. This research can help companies adapt their brand experiences
for a younger generation and make these connections at an early age.
Investigating the influence of customer equity on brand experience
It is evident in the article that among the three customer equity drivers (value equity,
brand equity and relationship equity), only brand equity plays an important role in improving the
brand experience. When a brand is appealing and interesting, consumers are more likely to
remain loyal and make future purchases. However, can other customer equity drivers influence
brand experience? As the importance of customer equity grows over time, research is needed to
examine the change of customer equity in relation to brand experience. I would conduct research
that is focused on the connection between brand experience and each customer equity driver, as
well as consider other important factors that potentially influence each driver of customer equity.
Further research should be done to develop a more systematic measure or scale for how different
dimensions of customer equity can change the results of brand experience. Results need to be
replicated with various product categories in multiple countries with different cultural
backgrounds. I think the results would show that although relationship equity and value equity
are important, they emphasize more about the financial gains, whereas brand equity is more
about the strategic issues related to managing a brand. Therefore, brand equity would have the
biggest influence on brand experience.
Conclusion
A positive brand experience is the emotional connection developed when a consumer is
engaging or interacting with a brand. Strengthening or expanding brand experience can be

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incredibly profitable and beneficial for a company. Brand experience provides many
opportunities for the company to develop better customer satisfaction and loyalty, create value,
generate higher revenue, and improve operations. Marketers can use brand experience to create a
comprehensive plan for delivering an effective brand experience that will create a distinct and
unforgettable long-term memory for customers. As well, consistently executed brands with
appealing experiences are perceived as more valuable than those with insignificant or
unimpressive experiences. As a result, when brands are developing a strong, emotional, and
intense brand experience for the customers, they are not only maintaining their customer base,
but they are also attracting new ones, which ultimately leads to an increase in sales. Therefore,
data generated from -time
understanding of where their experience gaps are and can change, adapt, or improve their
operations. I would suggest that there should be further research regarding how brand experience
can be improved, adapted, and influenced through customer equity, social media, and events.
Companies can use these strategies and suggestions to reinforce their brand and provide their
consumers with continuous opportunities for brand experience.

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Works Cited
, vol. 37, no. 2, 2016,
p. 101., https://doi.org/10.14780/iibd.51125.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It
Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52 68.
http://www.jstor.org/stable/20619022
rement, management and
Foundations and Trends in Marketing, Vol. 1 No. 1, pp. 1-95.