Wimbledon - The All England Lawn Tennis Club is a great example of a successful global brand that has managed the brand effectively over time and invested in creating a positive and consistent brand experience across multiple channels.

In today’s highly competitive markets, brands need to differentiate themselves and compete based on their customer experience, as customers now value experience more than products. So, to succeed a brand needs to design and deliver branded customer experience that meets customers’ needs and reflects the brand values.

To explain why a positive brand experience is so important for business success, we need to first define brand experience.

What is brand experience?

In today’s experience economy, delivering a consistently positive branded customer experience is a key factor for any business to succeed. A branded customer experience can only be considered successful if it meets or exceeds customers’ expectations of the brand.