Effects of Brand Experience: The Case of The Witcher Brand in the Eyes of Polish Customers

This article addresses the issue of brand recognition in context its elements and products that use it. is a study customer experience with brand. The example Witcher was chosen for consideration as this has recently been extremely popular both Poland other countries. purpose to indicate course formation process eyes Polish consumers relation selected related aim realized through research conducted by diagnostic survey method among 538 respondents. via an online questionnaire February 2022. results obtained allowed us conclude customers who have known more than 5 years pay attention it primarily books, not just game or series. also indicates seen advertising characters buy However, did confirm most strongly supported Netflix production. may practical implications (e.g., entities using image name their products) theoretical ones (including expand knowledge branding mechanisms many it). Further direction future can be indicated: should expanded countries, recognized almost all over world.