I’d like to talk about the brand experience, especially behind the brand experience conceptually. I’ve found a quotation that “Brand experiences happen; great brand experiences are intentionally designed and managed”. by Denise Lee Yohn, Author. Once I took this, I thought well designed and managed design experience means brand experience could manage their customers through all the experience they offered to the person. So, for my project I created a story related to Apple. A man, he is one of a customer in Apple, he thought that he is a powerful user and real apple owner through his experience of Apple products. But, behind an experience, he is just created and controlled by Apple. Because, he cannot control any contents he got from the App Store or Apple music, therefore, all contents, he has stored in the Apple server. Good brand experience means that brands could control and manage their customers well in its own way.