Sensory Branding: Branding With Senses

Abstract

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role inhuman life. We understand almost everything in life through senses. Sensory branding is an approachthrough which marketers create better experience of brands. Our senses are our link to memory, whichcan tap right into emotion. Using senses and their effect on understanding the consumer paves the wayfor an enriching experience of brand, discriminating their personality, creating a core competence, moreinterest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigatingthe emotional relationships between consumer and the brand through senses. Two cases presentedin the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulatingconsumers' relationships and fostering a lasting emotional connection that retains brand loyalty. © 2017, IGI Global. All rights reserved.