Brand experience

Every brand has its own characteristics and there are four dimensions of brand experience which are sensory, affective, intellectual and behavioral.

Sensory is about how the brand makes an impression on customers' senses. For example, Hollister has its own design and each store has the same design so that it makes customer can have similar brand experience in this brand.This can increase the brand loyalty because customers get the same service and experience in Hollister stores though the stores are in different places or countries.

Hollister store appearance

In-store design

Also, Lush can have the same perfume in each store which is also the sensory aspect of brand experience. When people walk on the street and they smell the perfume, they will know that there is a Lush store nearby.

Lush store

Affective is about inducing the feeling and sentiments.However, in Japan, there is a kind of special cafe which is called House maid cafe. All the waitresses wear in a house maid style. And it is targeted at people who like house maid and who enjoy being treated like a host. This kind of cafe can make customers have a wide range of feelings such as, fun and satisfied. It attracts many men come to the cafe. It also achieves the customers' ideal selves. They can be treated as they want and like.

A video about maid cafe in Japan

Reference:

Instlschoolnet. (2015, Mar 7) Maid Cafe in Japan. [Video file]. Retrieved from https://www.youtube.com/watch?v=FSVUXjCHAcc