What are the factors involved in creating a brand experience?

According to me a brand experience can involve everything from watching a television commercial or receiving a direct mailer, to calling a customer hotline, hearing or reading news about the company, or even observing someone else using the product. And of course direct contact with the product or service, itself.

But the most important factor in creating a brand experience is the product itself. Like, what it costs, what it looks like, what it feels like, and what benefit it delivers in the end. All these qualities will influence the way customers experience the brand.

Communication of the Brand: EXCITEMENT!!

If the communication is effective enough to excite you, you are hooked. Meaning the communication has to push the right buttons in you to get excited amd salivate for WANT of the brand / product. The communication needs to carry the ingredients that would spark the excitement inside.

Identification: Its ME!

The communications has to give you a SENSE of being YOUR kind of brand / product. The consumer needs to identify with it in terms of what he perceives is HIM. He cannot carry a product or brand that is a misfit!!

Utility: Actual use!!

Once the excitement and identification sets in you have got the customer to the shop floor! Its the product demo here that sets the WOW factor for the consumer to BUY the product for utility. If the product fails in the WOW factor, well the competetion will get your guy!!

Thanks for the referral Purvi!! :) 

Customer Service is the best way to create a good brand value.

I come from a Service background.In Services, I have noted that in my 30 years of experience that the customer is mostly looking at the feelings that are generated in him.Good feeling,he is back.great feelings,he brings his family as well.Never mind if the product is good or better or best.Teach your people to respect the customer's time,money and feelings (respect for  needs and opinions for example) and a good brand experience is created.

I add here that some customers wander in searching for a minute or two of social contact (pensioners in Banks,House wives in Super markets).Super efficient staff who dispose them in 30 seconds flat are counterproductive here.All these finer aspects build up a brand experience

I would suggest that one of the main factors in creating a brand experience is developing a specific concept that attrack the consumer to the product and that will be confirmed when the consumer use the product or service. I think that currently the impact of this concept is sometime more important that the product itself.

Brand marketing and Catergory specific Exposure

I think branding starts from the time one has a good product & a related audience to cater & again ends with it.

If I buy an Onkyo or Harmon Kardon home theater for my self, its the brand that has attracted me, but here what I suppose I felt product more than brand & therefor I'd call it more sort of a product itself experienced more.

Take the second case when I buy Armani suit for myself, ya; its awesome but the feel to a larger extent is not for the suit itself but it could be for the brand what I am wearing & here I'd call a brand experience. (for me)

So I think its a product then strategic branding & marketing & again a product for the consumer; nothing is most important & nothing is least!

All the factors or this circle in the end, what I feel, keep zeroing upon only one non tangible thing-'Customer Delight' & his/her expectations with the product or the brand.