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How do consumers experience a brand? How about the brand? experience measured? Does the brand experience matter? consumer behavior? Many useful constructions and measurement has been developed recently in branding literature, including brand personality, brand community, brand trust, brand attachment and brand love

Brand experience is a unique and unforgettable experience experienced by customers when enjoying a product or service offered which is a combination of all the sensations, thoughts, feelings, and reactions that individuals have in response to a brand,and the more the customer's five senses are involved when enjoying a product or service, the stronger the emotional bond is created. Brand experience is not specific to a channel or media type. Rather, it's the result — or the lasting impression — that remains after someone encounters or engages with a brand in any environment.

In the journal (Ebrahim et al., 2016) stated that Brand Experience can be formulated into four indicators, namely:

Sensory Experience
Individuals feel a better user experience, when using certain products compared to other products.

Emotional Experience
Individuals feel a pleasant experience when using the product.

Intellectual Experience
Individuals feel more informative (getting promotional information, etc.) after using the product.

Behavioral Experience
Individuals use the product more often when transacting compared to other product brands.

The emotional component is an important aspect in building the consumer experience. Consumers take an emotional approach to the brand and build positive feelings about the brand. This is done to understand consumer preferences for a brand. The experience when consumers consume or receive benefits from a product can determine their preferences. Therefore, brand experience is stated to have a fundamental influence in determining consumer preferences and decisions in the future.

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