Broad sensory branding

Broad sensory branding Purpose – The purpose of this research paper is to reveal data that have emerged from an extensive study into the relationship between the five senses and brands. Design/methodology/approach – Research was conducted by the global market research agency, Millward Brown. A team of 60 researchers undertook a quantitative and qualitative study in 13 countries over an 18‐month period. The study set out to determine the role senses play in how one selects brands. Findings – Results revealed that 99 percent of all brand communication currently focuses on only two of the senses – sight and sound. Emotional connections are effectively made with a synergy of all five senses, and as such those brands that are communicating from a multi‐sensory brand platform have the greatest likelihood of forming emotional connections between consumers and their product. Originality/value – The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420510592554
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this research paper is to reveal data that have emerged from an extensive study into the relationship between the five senses and brands. Design/methodology/approach – Research was conducted by the global market research agency, Millward Brown. A team of 60 researchers undertook a quantitative and qualitative study in 13 countries over an 18‐month period. The study set out to determine the role senses play in how one selects brands. Findings – Results revealed that 99 percent of all brand communication currently focuses on only two of the senses – sight and sound. Emotional connections are effectively made with a synergy of all five senses, and as such those brands that are communicating from a multi‐sensory brand platform have the greatest likelihood of forming emotional connections between consumers and their product. Originality/value – The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Mar 1, 2005

Keywords: Brands; Sensory perception; Case studies

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