Creating Brand Identity Using Human Senses
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Creating Brand Identity Using Human Senses
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Author : Jayakrishnan S.
language : en
Publisher:
Release Date : 2013
Creating Brand Identity Using Human Senses written by Jayakrishnan S. and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
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. Sensory branding is one of the emerging concepts which have immense potential in creating a distinct brand identity in this era of competition and clutter.
Brand Essense
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Author : Neil Gains
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-11-03
Brand Essense written by Neil Gains and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-03 with Business & Economics categories.
Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking Brand esSense shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.
Sensory Marketing
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Author : B. Hultén
language : en
Publisher: Springer
Release Date : 2009-05-21
Sensory Marketing written by B. Hultén and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-21 with Business & Economics categories.
The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in reaching the individuals' five senses at a deeper level than traditional marketing theories do.
Marketing And Smart Technologies
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Author : Álvaro Rocha
language : en
Publisher: Springer Nature
Release Date : 2019-11-28
Marketing And Smart Technologies written by Álvaro Rocha and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-28 with Technology & Engineering categories.
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Sensory Brand Experience
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Author : Udayangani Rathnayaka
language : en
Publisher:
Release Date : 2022
Sensory Brand Experience written by Udayangani Rathnayaka and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.
In recent years, sensory marketing has become an interesting topic for scholars because many companies' products and services got benefited through marketing based on the human senses (sight, hear, smell, taste, and touch) (Krishna and Schwarz, 2014). Simultaneously, most of the industry players are investing a huge amount of resources in utilizing sensory brand techniques within the store to stimulate one or few human senses with the purpose of creating a memorable dining experience for the customers and thereby enhancing their engagement with the brand. Nevertheless, the extent to which the sensorial brand experience influences customer brand engagement is still questionable and unknown. The purpose of this study is to review the existing theories and the scholarly work and to bring the existing relationships between the variables which have already been established by the previous research scholars in a similar field of study. Thus, this paper will provide a comprehensive literature analysis on the theoretical underpinnings of sensory brand experience for scholars who are interested in conducting research studies on the domain of sensory branding.
Brand Sense
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Author : Martin Lindstrom
language : en
Publisher: Simon and Schuster
Release Date : 2010-02-02
Brand Sense written by Martin Lindstrom and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-02 with Business & Economics categories.
The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.
Emotional Branding Playing With The Senses
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Author : Ulrike Max
language : en
Publisher: diplom.de
Release Date : 2002-04-18
Emotional Branding Playing With The Senses written by Ulrike Max and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-04-18 with Business & Economics categories.
Inhaltsangabe:Abstract: The objective of this work is to show the significance of Emotional Branding as a marketing, brand design, and communication instrument based on the changed business situation and demanding customer needs. The five basic senses: taste, touch, sight, sound, and smell shall be explained and set into relation to the brand elements. A lot of marketers discuss about Emotional Branding as the future approach without exactly knowing what this term contains. The aim of this diploma thesis is the development of a conceptual approach in form of a guideline with the key components to emotionalize brands, to give them a face and a character in order to reach the overall aim: the identification of customers with the brand. The first part of this work provides the basic knowledge. It explains and defines in addition to the basic terms brand and branding , terms like brand image , brand identity and brand equity . The second part describes the changes in buying behavior, the changing needs and different perceptions of today s customers. The three main generations are explained to demonstrate the need for Emotional Branding as a new kind of branding tool. Additionally the explanations to hybrid buying behavior and smart shopping will show the necessity of a positive brand experience and the change from Branding to Emotional Branding. It gives a definition of Emotional Branding and a short introduction to the instruments that can be used to support the brand elements, which are closer explained in the main part. The traditional marketing searches for new ideas. The aim is clear. Excitement and experiences shall go along with attractive brand worlds. But how to emotionalize communication? The third and main part shows in form of a guideline how to create an incomparable brand image with the help of tones, colors, scents etc. in combination with the brand elements. In this context successful strong brands that were able to find their way into the consumers psyche and built up strong emotional relationships will be taken as examples. Finally the last part is a critical reflection of the brands playing with the consumers senses in order to influence their everyday life. Moreover points are outlined that should be considered to support the successful use of Emotional Branding. Inhaltsverzeichnis:Table of Contents: 1.Aim and Objective1 2.Methodology1 3.Abstract2 4.Introduction3 5.Brand / Branding5 5.1Definition [...]
Sensory Marketing
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Author : Bertil Hultén
language : en
Publisher: Routledge
Release Date : 2015-10-08
Sensory Marketing written by Bertil Hultén and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-08 with Business & Economics categories.
Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.
Brand Sense
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Author : Martin Lindstrom
language : en
Publisher: Simon and Schuster
Release Date : 2011-09-06
Brand Sense written by Martin Lindstrom and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-06 with Business & Economics categories.
In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results. Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.) Among the book's many fascinating factual highlights are the following: That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma. Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo. Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes. Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo. Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
Engaging Consumers Senses For Creating Unique Brand Positioning
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Author : Sharad Agarwal
language : en
Publisher:
Release Date : 2016
Engaging Consumers Senses For Creating Unique Brand Positioning written by Sharad Agarwal and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Consumer behavior categories.
In the current economic scenario, where products become commodities within days, it is extremely important and difficult to differentiate products. Competitors, within no time come up with products having similar features. Amid this some brands have been able to differentiate themselves by creating unique sensory signatures for their products which has helped them to not only beat competition, but also earn premiums for their products. Sensory marketing focuses on engaging consumer's senses and in turn affecting their behaviour. Brands such as Singapore airlines have been able to create unique sensory signatures for their products which engage with all five senses of the consumers providing them with a holistic travel experience.