Engaging Consumers Senses For Creating Unique Brand Positioning
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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.
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.
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 [...]
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 : Aradhna Krishna
language : en
Publisher: Routledge
Release Date : 2011-02-25
Sensory Marketing written by Aradhna Krishna and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-02-25 with Business & Economics categories.
What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
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.
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.
Brand Sense
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Author : Martin Lindstrom
language : en
Publisher: Free Press
Release Date : 2005-02-10
Brand Sense written by Martin Lindstrom and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-02-10 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.
Building Strong Brands And Engaging Customers With Sound
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Author : Jaskari, Minna-Maarit
language : en
Publisher: IGI Global
Release Date : 2024-03-25
Building Strong Brands And Engaging Customers With Sound written by Jaskari, Minna-Maarit and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-25 with Business & Economics categories.
In brand communication, from the nostalgic hum of radio jingles to the digital symphony of streaming platforms, the role of sound in shaping brand identity has emerged as a captivating field of study. How does the strategic integration of sounds and music contribute to constructing robust brand identities and deepening customer engagement across diverse industries and cultural contexts? Building Strong Brands and Engaging Customers With Sound traverses the diverse realms of sonic branding, examining its multifaceted applications and impact on consumer engagement. The book opens a sonic gateway into the historical evolution of sounds in branding, uncovering the roots of sonic branding and its evolution alongside technological advancements. From linguistics and verbal sound symbolism to the semiotics of sounds, the foundational chapters provide a comprehensive understanding of the multidimensionality of sound, offering a synthesis of different disciplinary approaches to sonic branding. The book explores the sonic brand identity. Chapters illuminate the nuanced process of aligning sounds with brand personality, examining the intricate dance between music and brand experience. From crafting sonic logos to curating brand soundtracks, the book offers insights into the strategic deployment of sound across various touchpoints in the customer journey, including products and packaging. This book also explores consumer perception and response by unraveling the psychological impact of music on consumers. Extensive exploration of cognitive, affective, and behavioral responses to sonic branding, coupled with insights into consumer attitudes and preferences, provides a rich tapestry of understanding. The book also examines the role of sound in enhancing consumer well-being.
The Experience Effect
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Author : Jim Joseph
language : en
Publisher: AMACOM
Release Date : 2010-05-19
The Experience Effect written by Jim Joseph and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-19 with Business & Economics categories.
The overall experience of the buying process ultimately determines whether consumers will pay money for a product or service: they weigh what they are purchasing with their responses to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. Jim Joseph calls the ideal combination these elements the “experience effect.” In this book, he shows how any business can create one for its brand to ensure customers leave satisfied. The Experience Effect does this by teaching readers how to understand their brand’s target audience, conduct more effective market research, connect with customers on an emotional level, establish appropriate and engaging customer touchpoints, link digital and nondigital media, and perform a gap analysis of their brands’ marketing. Filled with practical advice and real-life examples, this insightful guide helps companies of any type and size coalesce the varied elements of their business into a seamless consumer experience that resonates deeply, builds brand loyalty, and keeps customers coming back.