The brand experience does not correspond to the consumption experience (the situation in which it takes place, the feelings it arouses, the satisfaction that it generates)

It rather has to do with the ability of the brand:

• to generate involving and rewarding consumption expectations
• to translate the brand heritage (values, symbols, evocations) into the lived consumption, that is to say, situations and contexts that can be experienced in real terms
• to create imagined consumption occasions imbued with projective, emotional, relational content