The Study On The Influence Of Brand Experience To Brand Equity

Economic development takes modern society from product economy and serviceeconomy into the era of experience economy. Experience is given the value and becomeconsumption gradually. Experience is everywhere and there are quite a lot attracted by thefame. People search and use the well-known, excellent products by a variety of ways such asmedia, word of mouth, experience or friend. The process of use is the process of experience.In the present study, we theoretically defined experience of well-known products as the brandexperience. Brand experience can not be separated from the background of the brand era andin this era many consumers are almost no brand no consumption. At this point, the brand hasassumed many functions.For consumers, the brand store and represent the enterprise’s reputation and image, highreputation of the brand as a contract, reducing the risk of consumers’ purchasing; brand standsfor quality of their products, personality and other aspects of property and consumers identifythe products they need through the brand. Brands are the performance tools of identity andpersonal image and reflect the individual’s self-worth. The arrival of the experience economygives brand the content of experience and experience value. Consumer can experience manyof its inherent content by brand. Brand experience obtains consumer resource for theenterprise in competition of consumer as the core in market and firmly grasp the minds ofconsumers. Its root is in its accurate brand experience elements design and brand experiencevalue meeting consumer demand.Brand experience is a variable based on consumer psychology, whether it impacts onconsumer-related marketing assets and which marketing assets? Many of these issues need tomake in-depth theoretical analysis and empirical research. The research conclusions of theabove problems can enrich basic theory of brand experience. Under the background of brandand experience economic development, China’s enterprises are in the rapid promotion andneed more brand experience theoretical guidance.