Branding strategies are considered to be successful only if the intended brand identity meets the recipients’ perception. This paper aims to open a discourse on the recent popularity of ‘experiential design’ in branding, the thinking behind this trend, and whether this trend is something new. 

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The design of the publication is to convey the key messages of 'experience' as well as keeping the authority of the work. The messages were communicated with both the design of the physical book and the type-setting.

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D: Westley Wong, Sheila K.