User experience design most frequently defines a sequence of interactions between a user and a system, virtual or physical, designed to meet or support user needs and goals, primarily, while also satisfying systems requirements and organisational objectives.
A positive user experience has a direct correlation to positive brand perception.
Branding and Usability” correctly identifies the importance of Web site usability to brand experience and provides evidence that a positive user experience has a direct correlation to positive brand perception.
working from the premise that an organization engages in a broad, complex set of interactions with its customers, of which the brand experience portrayed through its Web sites is only one.
Brand values—The desired set of experiences or associations an organization wants customers to make with its products, services, or identity.
It is important to understand that customers’ perceptions of a brand should be both positive and consistent with other brand experiences to be truly effective.