This article explores the role of brand experience in marketing strategy vision in the Connected Age. The brand experience is considered as the most relevant approach in strategic marketing nowadays because of recent changes of markets and consumers. Therefore, the article focuses on describing market characteristics and consumers’ behaviours, and how these lead to the brand experience. Then, it shall define the brand experience as a new concept with specific attributes and components. Finally, some tactics to conduct the brand experience are recommended in order to attract and satisfy the consumers. |
