Hey Arunava, glad you found it relatable. I know it feels like a bit of a stretch, but I don’t believe that the experience and perceived experience that comes from branding can be ignored.

The relationship between branding and UX really falls more towards brand behavior, and how customers experience how brands set out to be.

“Your brand is formed primarily, not by what your company says about itself, but what the company does.” - Jeff Bezos, Amazon