To browse Academia. Advance Praise for BRAND Sense presents a comprehensive look at sensory branding, focusing on how the integration of touch, taste, smell, sight, and sound can enhance brand identity and consumer engagement.
The narrative supports its claims through findings from an extensive study conducted across numerous countries, revealing that companies that effectively utilize sensory elements create stronger emotional connections and brand loyalty. Highlights include case studies from leading brands like Singapore Airlines and Starbucks, demonstrating the tangible benefits of sensory branding strategies. Available brands in market attract current and potential customers on sensory basis.
According to importance of this issue, this article studies sensory branding i. Statistical universe of this research is top firs introduced by Interbrand company in the year and with respect to Cochran formula the volume sample is calculated as 49 brands and data was collected by using a questionnaire consisting of 25 questions and research hypothesis is tested by using Pearson Correlation coefficient. On the contrary of expectation, research findings reject correlation between 5 senses and brand value.
The aesthetic treatment of products and services is emerging as a fundamental competitive element. The model of the Brand Aesthetics Chain is introduced to describe the sequential process starting from a brand project up to the consumers purchase decisions. The aesthetic linear treatment is chosen to illustrate a case of application of the Brand Aesthetics notion. The launch of the lighter Zippo BLU in is used to exemplify some possible use of the survey methodology and results. The article concludes with a few precise recommendations for brand managers to start implementing a Brand Aesthetics management approach.
Creating an identity is one among the biggest challenges for any brand. Now brand identity has moved beyond the older concepts. More companies are now utilizing human senses to create their own identity. We need to identify the human senses which can be effectively utilized to connect and create an identity in consumers mind. The major senses used by companies include sight, sound, smell, touch and taste.
