From understanding to crafting

Abstract

Brand experience is vital for companies to build strong brands and foster favourable consumer outcomes. Although prior research has explored its conceptualisation and consequences, knowledge on how to manage and design brand experience remains limited. We address this gap by providing empirical insights into how brands craft compelling brand experiences, focusing on the visual aspect. Using a multiple-case study, we propose a framework for developing brand experience. It consists of specific challenges and the desired outcomes, along with corresponding creation and coordination practices, contributing to synchronised ideation across a broader range of different types of touchpoints. Lastly, this study offers brand managers and designers guidance to accelerate and structure brand experience design projects.