[{"@context":"http:\/\/schema.org","@type":"BlogPosting","name":"What is brand experience management? Definition, meaning, insights","headline":"What is brand experience management? Definition, meaning, insights","description":"What does brand experience management mean? What's the difference compared to brand management? What tools help and how can you measure it? Find out here.","url":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/","abstract":"Marketers today are faced with consumers who churn more frequently than ever and a technology landscape that\u2019s lowered the barriers to entry for competitors. Plus, in our digital world, there are infinitely more channels for communicating with customers.  This means marketers now have less time, more channels, and more competition to contend with. Brand experience management is essential to cut through the noise.","datePublished":"2021-08-05T00:00:00Z","dateModified":"2021-08-04T00:00:00Z","mainEntityOfPage":{"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/"},"image":{"@type":"ImageObject","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/08\/brand-experience-management-ftr.png","height":["375",375],"width":["1200",1200],"@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/08\/brand-experience-management-ftr.png"},"author":{"@type":"Person","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/","name":"Jenn Vande Zande","sameAs":["https:\/\/twitter.com\/jennvzande","https:\/\/www.linkedin.com\/in\/jennvandezande"],"@id":"https:\/\/www.the-future-of-commerce.com\/2019\/07\/11\/what-does-crm-mean\/#Person"},"publisher":{"@type":"Organization","logo":{"@type":"ImageObject","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-foc-2x.svg","height":"96","width":"293","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-foc-2x.svg"},"address":{"@type":"PostalAddress","name":"The Future of Commerce","addressCountry":"https:\/\/www.the-future-of-commerce.com\/#Country","addressLocality":"Newtown Square","addressRegion":"PA","postalCode":"19073","streetAddress":"3999 West Chester Pike","@id":"https:\/\/www.the-future-of-commerce.com\/#PostalAddress"},"url":"https:\/\/www.the-future-of-commerce.com\/","alternateName":"The Future of Commerce and Customer Engagement","additionalType":"news media","name":"The Future of Commerce","description":"News, information, and analysis on the future of commerce, including e-commerce, customer engagement, B2B, B2C, DTC, supply chain, sustainability, and purpose.","sameAs":["https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.the-future-of-commerce.com\/feed\/"],"contactPoint":"https:\/\/www.the-future-of-commerce.com\/#ContactPoint","legalName":"The Future of Commerce","parentOrganization":"https:\/\/www.sap.com\/index.html#Organization","numberOfEmployees":"https:\/\/www.the-future-of-commerce.com\/#QuantitativeValue","@id":"https:\/\/www.the-future-of-commerce.com\/"},"about":[{"@type":"Thing","name":"Brand management","@id":"https:\/\/en.wikipedia.org\/wiki\/Brand_management"},{"@type":"Thing","name":"Customer experience","@id":"https:\/\/en.wikipedia.org\/wiki\/Customer_experience"},{"@type":"Thing","name":"marketing","@id":"https:\/\/www.wikidata.org\/wiki\/Q39809"},{"@type":"Thing","name":"brand management","@id":"https:\/\/www.wikidata.org\/wiki\/Q453181"},{"@type":"Thing","name":"customer experience","@id":"https:\/\/www.wikidata.org\/wiki\/Q984142"},{"@type":"Thing","name":"customer engagement","@id":"https:\/\/www.wikidata.org\/wiki\/Q5196451"}],"subjectOf":{"@type":"FAQPage","name":"What is brand experience management? Definition, meaning, insights","about":[{"@id":"https:\/\/en.wikipedia.org\/wiki\/Brand_management"},{"@id":"https:\/\/en.wikipedia.org\/wiki\/Customer_experience"},{"@id":"https:\/\/www.wikidata.org\/wiki\/Q453181"},"brand experience"],"mainEntity":[{"@type":"Question","name":"How to measure brand experience?","acceptedAnswer":{"@type":"Answer","text":"<p>World-class brands use similar tools to grow and embed themselves into the culture. For a modern brand to have insight, a mission, authenticity, visibility and consistency, it needs to manage and <a href=\"https:\/\/www.the-future-of-commerce.com\/2021\/08\/12\/how-to-measure-customer-brand-experience\/\">measure brand experience<\/a> with digital tools.<\/p> <p>These brands have access to insights that are actionable and engrained throughout the organization. They&rsquo;re empowered to deliver experiences that resonate with both customers and employees. They build their reputation with on-target messaging and delivering on every brand promise at every touchpoint.<\/p> <p>Leading brands also have the knowledge to build emotional connections, understand market conditions and competitors, and know how they stack up at every stage in the <a href=\"https:\/\/www.abaresearch.co.uk\/brand-funnel\" target=\"_blank\" rel=\"noopener\">brand funnel<\/a>. They can predict how marketing will impact their brand and respond quickly to new opportunities by activating the entire organization on the fly.<\/p>","name":"How to measure brand experience?","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Answer1"},"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Question1"},{"@type":"Question","name":"What tools measure brand experience?","acceptedAnswer":{"@type":"Answer","name":"What tools measure brand experience?","text":"<p>A holistic brand experience program can bring together all of the tools and intelligence needed to measure brand identity and the experiences it inspires. These include tools that enable the following:<\/p><ul> <li><strong>Brand tracking<\/strong>. Track your brand funnel and how well you move the market from awareness to advocacy<\/li> <li><strong>Ad-concept testing.<\/strong>&nbsp;Measure the strength of your ad concepts before you spend budget and time on them<\/li> <li><strong>Engagement metrics.<\/strong> Evaluate social media, offer responses, downloads, video views and sales conversion to determine your level of brand fitness<\/li> <li><strong>Employee brand advocacy<\/strong>. Understand how motivated and prepared your employees are to deliver the experiences that live up to your brand promise<\/li> <li><strong>Customer insights.<\/strong> Conduct research that reveals hidden customer insights only you know about<\/li> <li><strong>Brand-position testing<\/strong>. Optimize your brand positioning by measuring the reaction to different value propositions<\/li> <li><strong>Campaign tracking<\/strong>. Measure the pre- and post-campaign effect that advertising has on your brand<\/li> <li><strong>Message targeting<\/strong>. Understand how well your messaging is resonating with different consumer segments<\/li> <\/ul>","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Answer2"},"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Question2"},{"@type":"Question","name":"Who are the players?","acceptedAnswer":{"@type":"Answer","text":"<p>Consumer perceptions of a brand are impacted by many factors outside of marketing\u2019s purview, such as product development and <a href=\"https:\/\/www.sap.com\/products\/human-resources-hcm\/employee-experience-management.html?url_id=-glo-fcec-blog\" target=\"_blank\" rel=\"noopener\">employee experience<\/a>. So, it\u2019s essential to include your HR teams, product development, and customer service functions as you look to deliver on the brand experience.<\/p><p>The world\u2019s most iconic brands start with a purpose; they design products to deliver it, align their employee cultures behind it, enable their teams to deliver on it, and inject it into every touchpoint with their customers.<\/p><p>The marketing team simply pulls the strings to find the best way to communicate it, over and over again, on the right channels, to the right people, to plant it firmly in consumers\u2019 minds.<\/p>","name":"Who are the players? Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Answer3"},"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Question3"},{"@type":"Question","name":"What is brand experience management?","acceptedAnswer":{"@type":"Answer","text":"Brand experience management is managing, strategizing, measuring, and impacting all aspects of the customer experience with your brand.  Marketers today are faced with consumers who churn more frequently than ever and a technology landscape that\u2019s lowered the barriers to entry for competitors. Plus, in our digital world, there are infinitely more channels for communicating with customers.  This means marketers now have less time, more channels, and more competition to contend with. Brand experience management is essential to cut through the noise.","name":"What is brand experience management?","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Answer4"},"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Question4"},{"@type":"Question","name":"Brand experience management vs brand management","acceptedAnswer":{"@type":"Answer","text":"Brand management focuses on managing your brand identity and working to improve your audience\u2019s perception of your brand to build awareness, equity, and loyalty.  Whereas, brand experience management is managing, strategizing, measuring, and impacting all aspects of the customer experience with your brand.","name":"Brand experience management vs brand management","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Answer5"},"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#Question5"}],"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/#FAQPage"},"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/05\/brand-experience-management-definition\/"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"08","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/08\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"05","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/08\/\/05\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"What is brand experience management? 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