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Journal of Applied Sciences
Year: 2013  |  Volume: 13  |  Issue: 21  |  Page No.: 4477 - 4482

Brand Management Innovation: A Construction of Brand Experience Identification System

Jun Yao, Xuan Wang and Zhibin Liu    

Abstract: Brand Experience is a bridge of connection between brand and consumer and is a hot issue on Brand Research currently. With the Brand Experience Identification system (BEIs) construction and research as study object, this paper presents the concept of BEIs at the perspective of consumers’ real Brand Experience and by the approach of human psychological experience cognitive. Subsequently, trying to allow enterprises to have a better application of this system to create or manage the User Experience of brand and be able to make the brand and consumer to establish a real connection, it expounds the content, construction methods and process of the BEIs.

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