Brand experience is the overall perception created by the interactions a customer has with a company's products, services, and other touchpoints. It includes all the elements of the customer journey, from awareness and discovery to purchase and loyalty. It is the collective feeling a customer has about a brand, which is shaped by the interactions and experiences they have with it. Brand experience encompasses the customer’s emotional response to the brand, as well as their rational evaluation of it. It is a key factor in customer loyalty, as it influences how customers perceive the brand and whether they choose to continue to engage with it.