Brand experience is conceptualized as sensations, feelings, cognitions and behavioural responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications and environments. There are several dimensions of experience and together they construct a brand experience scale that includes four dimensions: sensory, affective, intellectual and behavioural experiences. What exactly does brand experience to the consumer? Brand experience gets into the consumer mind and tries to recreate what is consumer looking for. More exactly the experience that consumer need to have when he enters the shop is to look around, feel comfortable, grab something randomly and buy it. Why is brand experience so important? Out there on the market are a lot of brands that are selling the same thing at the same price and same quality. Brand experience is more than remembering the shop's logo, rather it is about remembering the experience that an individual has when he first enters: the smell, the light, the interior design, the employees behaviour etc. ln this context, the presentation will be focused on understanding the importance of brand experience as well as presenting some examples of well practice from the top brands and less known brands.