Analysis of User Experience in Brand Marking

This paper discusses the significance and strategy of user experience in brand marketing. Brand marketing is a process in which various marketing strategies are used to enable customers to form understanding, acknowledgment and acceptation of enterprise brand, products and services. It has shifted from traditional model which emphasizes production, product and market to experience-based one that stresses the satisfaction of consumer need. In the face of increasing diversification, large-scale operations and similarity of products and services, customers become more critical and rational. Simply providing experience platform and service for the customer is no longer an effective means to attract customers and enhance brand value. In conclusion, experience-based marketing strategy should be built on the basis of analysis of dimensions, characteristics and factors of user experience to provide perfect experience, and finally enhance brand value and bring profits for company.