Back
 AJIBM  Vol.7 No.4 , April 2017
Emotional Connect between Brand and Consumer through Sensory Branding
Abstract: Branding is a key factor in marketing. In the past, most of the companies were using audio-visual stimuli for differentiating their brands from the competitors. Now companies are working hard to achieve some degree of differentiation in their brands from the competitors by using all five senses (taste, smell, sight, touch and sound). This phenomenon is called sensory branding, which helps the company to differentiate their brand’s products from the competitors. The aim of sensory branding is to use all the five senses at the same time to create a five-dimensional experience for the consumer. In a cluttered market where even advertising fails to create a brand sensory branding appears to be subtle, pleasant and insidious way of creating a compelling brand experience.
Cite this paper: Upadhyaya, M. (2017) Emotional Connect between Brand and Consumer through Sensory Branding. American Journal of Industrial and Business Management, 7, 352-359. doi: 10.4236/ajibm.2017.74025.
References

[1]   Lindstrom, M. (3005) Brand Sense: How to Build Powerful Brands through Touch, Taste, Smell, Sight and Sound. Kogan Page Limited.

[2]   Ghodeswar, B.M. (3008) Building Brand Identity in Competitive Markets: A Conceptual Model. Journal of Product & Brand Management, 17, 4-12.
https://doi.org/10.1108/10610420810856468

[3]   Djurovic, V. (3008) Sensorial Branding—The Future of Brands Building.
http://ezinearticles.com/?Sensorial-Branding—The-Future-of-Brand-Building&id=1413143

[4]   Lindstrom, M. (3005) Broad Sensory Branding. Journal of Product & Brand Management, 14, 84-87.
https://doi.org/10.1108/10610420510592554

[5]   Keller (3003) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall, Upper Saddle River.

[6]   Krishna, A. and Elder, R. (3010) The Gist of Gustation, Sensory Marketing. Psychology Press, London.

[7]   Upshaw, L.B. (1995) Building Brand Identity. John Wiley & Sons, Inc., New York.

[8]   Winter, A. and Winter, R. (3003) Brain Workout: Easy Ways to Power up Your Memory, Sensory Perception, and Intelligence. Asia Press, New Jersey.

[9]   Vlahos (3007) Scent and Sensibility: Can Smell Sell? New York Times, 69-73.

 
 
Top