Transition to Multi-Sensory Strategies: Sensory Branding

Abstract

The senses, not only have a vital role in understanding the outside world, but also have a great influence on consumer decisions. Marketers who understand the effect of senses on consumers frequently use sensory branding approach for reasons, such as strengthening their brands, providing competitive advantage, providing consumers with unique brand experience, brand image, satisfaction and awareness. Sensory branding is based on the idea of using the right combination of five senses in establishing an emotional bond between the consumer and the brand. The aim of this chapter is to theoretically explain sensory branding, described by sensory perception and stimuli. In accordance with this aim, sensory branding with system approach is considered as a flow. Firstly, the concept of branding is described and sense expressions, which are the inputs of the process (sight, sound, taste, smell, touch), are explained with examples. Secondly, the process of sensory branding is introduced. Finally, the results of sensory branding process are mentioned. © Peter Lang GmbH Internationaler Verlag der Wissenschaften Berlin 2021 All rights reserved.