When we talk about brand experience, we’re referring to all the feelings and perceptions an individual has about a brand during their various interactions with it, whether through advertising, in-store visits, product use, and so on. Strictly speaking, brand experience differs slightly from customer experience. Indeed, a person can form an opinion about a brand and judge it without necessarily becoming a customer. For example, a consumer can develop an opinion of a brand through its advertising campaigns or by visiting its website or a point of sale, even if they don’t make a purchase. This phenomenon occurs particularly when the perception of the brand is not positive. Thus, any customer experience can be seen as a brand experience, but the reverse isn’t always true. In practice, the term “brand experience” is often used interchangeably with “customer experience.” Just as with the latter, the constituent elements of the experience and their importance vary depending on the sector of activity. An illustrative example of the study of brand experience and its different facets can be observed in the automotive sector.