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Flashback :
Brand Experiences
Diyah Ayu Amalia Avina M.Si
198212302008122003
d_avina@ub.ac.id
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Brand Experiences
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A brand experience is a brand’s
action perceived by a person.

all the interactions people have with
a product, service, or organization;
the raw material of a brand”
(Neumeier. 2006:162)
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Brand Experiences
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Brand experience is
conceptualized as sensations,
feelings, cognitions, and
behavioral responses evoked
by brand-related stimuli that
are part of a brand’s design
and identity, packaging,
communications, and
environments.” (j. joško brakus,
bernd h. schmitt, & lia
zarantonello. 2009)
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Brand experience
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Audience sophistication led to the concept
of the ‘brand experience’, which brings
together both the tangible and intangible
elements of the brand through various
‘TOUCH POINTS’.

A brand experience endeavours to engage
people with the brand at a level that
captures the audience’s senses.

This idea also helps competing brands
stand out from one another – airlines, for
example, may offer similar prices on a route
but promise different flying experiences.
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Brand experiences
 The
brand experience still matters,
particularly where service is a
differentiator.
 branding
now is moving into a
phase where brands need to
demonstrate their ability to deliver
in addition to emphasizing their
values.
 How
to make target audiences feels
the experiences? TROUGH BRAND
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Brand experiences
 Areas
such as a brand response to
environmental and social causes, or
great design, can help differentiate
a brand.
 In
a leaner economic climate, the
functional attributes of a brand, such
as its quality, service and ability to
deliver on its ‘brand promise’ will
also stand out.
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BRAND TOUCH POINTS
DIYAH AYU AMALIA AVINA M.Si
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Brand Touch points
any place where people come in contact with a
brand, including product use, packaging,
advertising, editorial, movies, store, environments,
company employees, and casual conversation”
(Neumeier , 2012)
A touchpoint is a place, artefact or interface where
a person experiences a brand
(http://www.brandexperience.info/definitions/)
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Brand Touch points?
Touchpoint =
• What,where,when,how consumers
connect with the brand
• Example : media, marketing,,
business cards, strategic
partnerships, suppliers, packaging ...
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BRAND TOUCHPOINTS ?

A brand touchpoint occurs any
time a person in the
marketplace interacts with the
brand. (Aaker. 2013)
Function of
Brand
touchpoints
Creating
experiences
Essence of
relationship
http://www.prophet.com/blog/aakeronbrands/122-five-steps-to-gettingbrand-touchpoints-right
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http://www.formalifesciencemarketing.com/newsletters/10-touch-points/
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http://www.therussogroup.com/wpcontent/uploads/2012/06/TRG_touchpoint_map.png
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5 steps to getting
brand touchpoints right (Aaker, 2013)
Identify all existing touchpoints, as well as those that
should exist
Provide an internal evaluation of all the touchpoints to
determine which are managed well and which are
deficient
Look to past, current, and future customers to
determine which touchpoints have the greatest
impact on their decision and experiences
Prioritize and balance three dimensions
Develop a touchpoint action plan
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Simple
Complexity :
EX = car 
many
characteristic
Easy to use
Touchpoints
must be
Simplify – city
“youngadults” car =>
by tagline,
logo etc
Navigate
understandable
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Brand Touchpoint Matrix

every touchpoint – or interaction between the customer and
the brand – has certain built-in properties that makes them
more or less suitable for different things (Persson. 2013)
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(http://brandtouchpointmatrix.com)
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The horizontal axis plots touch points from those often experienced during
shorter periods of time (and that doesn’t require too much involvement from
the customer) to longer term interactions and relations.
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The vertical axis tell us if the touch point has more mass media properties
(reaches lots of people) or if it’s more suited for personal interactions
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(easier to create a personal experience).
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For example, a 30 second TV spot can reach a wide audience but doesn’t
really create any direct value, while a local LEGO user group reach a small
audience but create a strong community that give both the people involved
and the company lots of value back.
Note: the position of the touchpoints has to be analyzed individually for every
brand/customer segment – the model above is an example)
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Touch point
culture
Touch points
2. Touch point
design
3. Touch point
goals
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Three basic areas of touch points :
1. Touchpoint culture
• Every touchpoint has a certain culture – using the same content
everywhere is not a good idea. Learning how different touchpoints
work is key. Consider: should things be funny, academic, easy to
read? What kind of language are people normally using here? What
kind of media should we use?
2. Touchpoint design
• How do you build the interaction based on the unique properties of
this touchpoint? Is graphic design important? Usability?
3. Touchpoint goals
• What is the main goals of every touchpoint? Create value?
Awareness? Curiosity? Where do we want people to go next?
+ Practice :
Where is the Brand touchpoints for these
products/entity? Analyze it using three basic areas of
touch points
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Chunk of your worksheet :
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Decide touch points for your brand
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Explain why do you choose that touch points ?
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How do you manage the touch points?