TITLE:
Emotional Connect between Brand and Consumer through Sensory Branding
AUTHORS:
Makarand Upadhyaya
KEYWORDS:
Consumers, Sensory Branding, Brand Awareness, Five Senses, Brand Identity
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.7 No.4,
April
6,
2017
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.