Sensory Branding: Branding with Senses

Sensory Branding: Branding with Senses

Surabhi Mukherjee Chakravarty (CMR – Institute of Management Studies, Bangalore, India & Alliance University, India)
DOI: 10.4018/978-1-5225-1793-1.ch071
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Abstract

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life through senses. Sensory branding is an approach through which marketers create better experience of brands. Our senses are our link to memory, which can tap right into emotion. Using senses and their effect on understanding the consumer paves the way for an enriching experience of brand, discriminating their personality, creating a core competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a lasting emotional connection that retains brand loyalty.
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Introduction

In the branding literature, the concept of brand identity is defined as a unique set of brand associations that a firm can create or maintain. It may involve a value-proposition with functional, emotional or self-expressive benefits. It does not matter whether the associations are tangible or emotional/symbolic or both (Anselm & Kostelijk, 2008). The sensorial and emotional linkage between brand and consumer has been proposed as important in building strong brands. It has also been confirmed in research that consumers look for and buy emotional experiences around what has been bought and no longer buy products and services alone (Brembeck & Ekstro¨m, 2004; Ratneshwar & Mick, 2005).

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