An Exploration of Brand Experience Development and Management

Abstract

Consumers seek brands which provide them with unique and memorable experiences. The experience provided by brands is considered to be an important means of achieving sustainable competitive advantage, but this research field is still far from maturity owing to the lack of structured frameworks to support the development and implementation of experience-based strategies. Our research contributes to knowledge of brand experience by examining how brand experience is conceptualised and managed by practitioners. By exploring the views of those who are directly responsible for creating experiences, we provide a unique perspective on brand experience, identifying the challenges inherent in brand experience management and proposing a conceptual framework to assist managers with future brand experience strategy development and implementation.