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Sensory branding
 

Sensory branding

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    Sensory branding Sensory branding Presentation Transcript

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