How is brand experience designed in practice?

Abstract

Brand experience is an important concept in marketing because it can affect brand loyalty, brand recall, and brand attitude. Brand experience design is therefore an important practice for companies to create favourable and meaningful experiences, through the design of various touchpoints that are in line with the brand values. This paper presents a multiple-case study of brand experience design in practice. Our results suggest similarities and differences between product design and brand experience design processes. Furthermore, we suggest that reciprocal influences may exist between the brand and touchpoint design. We also provide insights for managers and designers to not only use logical reasoning but also other capabilities to design for brand experiences. Finally, we identified the limitations of our study and interesting areas for future research.