is brand experience not user experience?

Is it not true that when users describe their experience of using a service or a product they are actually describing their experience of the brand? So, when defining a brand, brand managers should find out what the user experience of the brand actually is and then seek out ways to align that with the intended brand experience. This is all part of helping the brand staying authentic and true to its values.

Let's not confuse brand image with brand experience, or brand action as it is usually referred to. Branding documents and style guides all help define the brand image while interacting with the actual offering shapes and defines the brand experience.