The four types of brand experience—sensory, emotional, intellectual, and behavioural—play a pivotal role in shaping how a brand is perceived during expos and exhibitions. Sensory experiences engage visitors' senses through visual displays, sounds, scents, and textures, creating a memorable atmosphere that aligns with the brand’s identity. Emotional experiences focus on forging a connection by evoking feelings, whether through storytelling, impactful messaging, or immersive installations. Intellectual experiences stimulate visitors' minds, encouraging them to think critically or creatively, often through interactive elements, live demonstrations, or informative content. Behavioural experiences drive engagement by encouraging visitors to participate, try products, or perform actions that embody the brand’s values or offerings. At expos and exhibitions, these types of experiences are combined to create a compelling and holistic brand presence, ensuring that attendees not only notice the brand but also connect with it on multiple levels, fostering loyalty and recall.