The current state and future of brand experience

Bernd H. Schmitt, J. Joško Brakus, Lia Zarantonello

Research output: Contribution to journalArticlepeer-review


The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.
Original languageEnglish
Pages (from-to)727-733
JournalJournal of Brand Management
Issue number9
Publication statusPublished - 2014


  • Brand experience
  • Experiential marketing
  • Consumption experience
  • Happiness

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