Brand experience is focused on the consumer: how they perceive you as a company, how they find your service, how they like your product and how they find the process of getting service or buying product based on their own field of experience. Brand marketing specialists are eager to understand how brand experience is able to help numerous companies become successful. More importantly, they are also interested on how this concept can give them a better understanding of the consumer, what they like and how they perceive businesses in general. Most importantly, how these factors affect their decisions on buying a certain product.

Products
In terms of brand experience, marketers look at product experience by analyzing the interaction between people and products while searching them, examining and evaluating them. This is possible when there is physical contact between the person and the product. It is also possible to analyze the reaction of the person towards a product through images, video, or advertising. Brand marketing specialists analyze both direct and indirect reactions of consumers regarding products and they take note of judgments, impressions, attitudes and preferences.

Service
Another aspect considered in determining experience is when a person actually shops or receives service from a company. In a store, the consumer might want to analyze the physical environment, the personnel, the proceedings, the people who come in and the entire atmosphere. These factors, according to brand marketing, have very big influence on the likelihood that a customer will push through with a transaction or buy a product.

Consumption
Another aspect of brand experience is the manner in which people utilize the product or benefit from the service. By consumption, the impression and judgments of consumers become more three dimensional and stimulates other variables like feelings, emotions, fantasies, and other modes of interpretation, be it conceptual or pragmatic.

Conceptual aspects
Brand experience may be drawn by the unique utilitarian attributes towards a certain product, not necessarily due to emotions of sensations that usually are stimulated further after the act of purchase. Of course, aside from utility, consumers are also drawn by various stimuli like color, text, slogans, mascots, icons or the known history or heritage of the brand. Brand related stimuli can either be primary or secondary to the person depending on how popular or established the brand is in the market. Thus, it is important to point out that effective brand marketing is necessary not only as an outward aspect, but also as the company’s core, identity or facet.

Brand specialists identify all features and components of a brand: what they mean, how they can be exploited, what positive and negative factors are included and a wealth of other factors that have considerable impact to the company. By highlighting important aspects and working around negative connotations, it is possible to create a solid business strategy that can offer bigger results to the business. To do this, a company must get a specialist that has the skills, capabilities and thorough understanding of the business in order to create a solid brand that truly captures the market in a very persuasive manner.

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