Understanding Indirect Brand Experience

Abstract

One of the most impactful ways to conceptualise brands is to think of the array of touchpoints, such as logos, packaging, and products, as stimuli for experiences. By considering all brand stimuli as triggers for an experience, it places greater attention on how these interactions might translate into feelings, thoughts, and actions. Such experiences, however, can differ greatly in relation to their level of involvement. Distinguishing between the different types of experiences, specifically in relation to whether the experience is the result of a direct interaction or an indirect interaction, is an essential consideration for brand managers. Indirect brand experience refers to the way in which individuals perceive and interact indirectly with a brand, typically through content not directly controlled by the brand. In this chapter, we discuss the importance of brand experience, and highlight the crucial differences between types of experience, particularly those that we term indirect brand experience. Using material from a case study of Bavarian Motor Works (BMW), we classify the four forms of indirect brand experience. By using real-world examples, we illustrate the importance of distinguishing between types of experience to facilitate a more expansive approach to the management of brand experience.