The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic. Evolving to a new dominant logic for marketing. One of the key foundational propositions of this logic is the customer as ?always being a co-creator of value? where ?the brand becomes the experience. The co-management of value. In this paper, we examine the concept of brand relationship experience in the context of co-creation and service-dominant logic and outline a conceptual model for designing and managing the customer experience. Case study research illustrates how this model helps in the design and management of the brand relationship experience for an innovative new product.