09/27/11 Priyatharesini R Poornima K Roshini S Thiyagarajar School of Management-Sensory branding
How strongly does a particular  SENSE   come to mind in association with the brand How is the association, is it  positive...
SENSORY BRANDING <ul><li>The branding that attempts to foster a lasting emotional connect between the brand and the consum...
Sense of Sight <ul><li>Eyes help in visualizing a product </li></ul><ul><li>Consumers get a sense of satisfaction only whe...
Phillips Lounge <ul><li>Phillips light lounge –  experience zones </li></ul><ul><li>Created across 700 – 1000 sq. ft. area...
Sense of Sound <ul><li>Often connected to mood </li></ul><ul><li>Only 4% of fortune 500 brands deploy sound online </li></...
Crunchy Kellogg’s <ul><li>Kellogg’s had experimented the synergy between crunch and taste </li></ul><ul><li>Patented their...
Sense of Touch <ul><li>Skin is the largest sensory organ </li></ul><ul><li>Consumers should be able to sense a product thr...
Toblerone <ul><li>Swiss chocolate  </li></ul><ul><li>Pioneer of prism shaped chocolates </li></ul><ul><li>Reminds consumer...
Sense of Taste <ul><li>Mostly involved in food products </li></ul><ul><li>Good taste…..Great satisfaction </li></ul><ul><l...
Lays <ul><li>‘ No one can eat just one’ </li></ul><ul><li>Every flavour has a unique taste  </li></ul><ul><li>Youth brand ...
Sense of Smell <ul><li>A person is 10,000 times more receptive to smell than taste </li></ul><ul><li>When a consumer finds...
Singapore Airlines <ul><li>Commissioned an aroma ‘Stefen Floridian Waters’ </li></ul><ul><li>This fragrance became a disti...
End Note <ul><li>83% of commercial communication appeals only to the sense of sight </li></ul><ul><li>It’s extraordinary a...
A brand should stand for something that is meaningful to the target market 09/27/11 Thiyagarajar School of Management-Sens...
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Sensory branding

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Sensory branding

  1. 1. 09/27/11 Priyatharesini R Poornima K Roshini S Thiyagarajar School of Management-Sensory branding
  2. 2. How strongly does a particular SENSE come to mind in association with the brand How is the association, is it positive or negative? Is the association really distinctive and meaningful ? Does the association evoke memories and experience? 09/27/11 Thiyagarajar School of Management-Sensory branding
  3. 3. SENSORY BRANDING <ul><li>The branding that attempts to foster a lasting emotional connect between the brand and the consumer </li></ul><ul><li>Touching and triggering all five senses of consumers – sight, sound, touch, taste and smell </li></ul><ul><li>This is where Neuro-marketing comes into picture </li></ul>09/27/11 Marketing Mastermind – March, 2010 Thiyagarajar School of Management-Sensory branding
  4. 4. Sense of Sight <ul><li>Eyes help in visualizing a product </li></ul><ul><li>Consumers get a sense of satisfaction only when they see a product </li></ul><ul><li>Sight is the most favoured sense for advertisers </li></ul><ul><li>Visual marketing </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  5. 5. Phillips Lounge <ul><li>Phillips light lounge – experience zones </li></ul><ul><li>Created across 700 – 1000 sq. ft. area </li></ul><ul><li>Solution for home decorative lighting segments </li></ul><ul><li>Provides consumers a unique ‘see, touch and feel’ experience </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  6. 6. Sense of Sound <ul><li>Often connected to mood </li></ul><ul><li>Only 4% of fortune 500 brands deploy sound online </li></ul><ul><li>Example – Intel Bong : Most recognized audio signature IDs in the world </li></ul><ul><li>Auditory Marketing </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  7. 7. Crunchy Kellogg’s <ul><li>Kellogg’s had experimented the synergy between crunch and taste </li></ul><ul><li>Patented their product’s crunchiness </li></ul><ul><li>If there is no crunchiness, the product is considered unfit even if it tastes good </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  8. 8. Sense of Touch <ul><li>Skin is the largest sensory organ </li></ul><ul><li>Consumers should be able to sense a product through touch </li></ul><ul><li>Product should be uniquely designed or packed </li></ul><ul><li>Tactile Marketing </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  9. 9. Toblerone <ul><li>Swiss chocolate </li></ul><ul><li>Pioneer of prism shaped chocolates </li></ul><ul><li>Reminds consumers of the ‘The Matterhorn’ peak of Swiss </li></ul><ul><li>The unique triangular package helps the product get noticed quickly </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  10. 10. Sense of Taste <ul><li>Mostly involved in food products </li></ul><ul><li>Good taste…..Great satisfaction </li></ul><ul><li>Consumers are even willing to pay high price for tasty food </li></ul><ul><li>Eg. Starbucks coffee </li></ul><ul><li>Gustative Marketing </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  11. 11. Lays <ul><li>‘ No one can eat just one’ </li></ul><ul><li>Every flavour has a unique taste </li></ul><ul><li>Youth brand with irresistible taste </li></ul><ul><li>In 2008, Lays launched ‘Fight for your Flavour’ programme </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  12. 12. Sense of Smell <ul><li>A person is 10,000 times more receptive to smell than taste </li></ul><ul><li>When a consumer finds a product to be of good fragrance or tempting smell he gets an impulse to purchase the product </li></ul><ul><li>Eg. Dettol, Sunsilk </li></ul><ul><li>Olfactory Marketing </li></ul>09/27/11 Thiyagarajar School of Management-Sensory branding
  13. 13. Singapore Airlines <ul><li>Commissioned an aroma ‘Stefen Floridian Waters’ </li></ul><ul><li>This fragrance became a distinguished trademark </li></ul><ul><li>Aroma suffused in attendants’ perfume, cosmetics, news papers, hot towels, etc </li></ul>09/27/11 www.cdf.org Thiyagarajar School of Management-Sensory branding
  14. 14. End Note <ul><li>83% of commercial communication appeals only to the sense of sight </li></ul><ul><li>It’s extraordinary as 75% of our daily emotions is influenced by what we smell and there’s a 65% chance of mood change when exposed to positive sound </li></ul><ul><li>Importance of our senses has been completely overlooked in the brand building business </li></ul><ul><li>It’s difficult for a single brand to impart all sensory elements </li></ul><ul><li>The idea is to eng age customers on a wide range of touch points to create impactful brand </li></ul>09/27/11 www.brandsense.com Thiyagarajar School of Management-Sensory branding
  15. 15. A brand should stand for something that is meaningful to the target market 09/27/11 Thiyagarajar School of Management-Sensory branding
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