Theoretical Analysis And Application Research On Factors Of Brand Experience

In the modern economy, the competition between companies or products is increasingly reflected in competition between brands. Creating a strong brand, increasing brand competitiveness has become a major issue of modern enterprises. Brand is set up through contact with consumers. Consumers gained judgments on the brand through the experience on the brand points, which ultimately affect the brand satisfaction and loyalty.In this paper, the meaning of the brand and brand values were reviewed and found that the brand is actually the mind of consumers, which is formed through the experience obtained. This article then reviewed the meaning of experience, in come the "brand experience" is defined. The characteristics and impact of the brand experience were also setted. After the paper put forward the concept of brand touch points, where brand contacted with consumers. The carrier, which taks to consumers on the brand touch points, we call it brand experience factor.Learn from former studies, we proposed six elements of the brand experience, namely, products, services, brand identity, communication and terminal. In this article, any elements were described in detail, and proposed that if the brand wants access to high satisfaction and loyalty, it need do a good job with all factors, then consumers will gain good feelings on each brand touch point. This article use the methods of empirical research and case studies to research the brand of notebook computers. Through a combination of the two methods, we found that, in the notebook computer brand experience, products, services, communication and terminal were the most important elements of all. Those with high brand loyalty is not just excellent with one factor, but have done relatively well in all four aspects.