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The different types of sensory branding and how it is used by various brands to make their products and services more appealing.

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Sensory branding

  1. 1. SENSORY BRANDING
  2. 2. WHAT IS SENSORY BRANDING? It is promoting a product in a way that appeals to the senses of a customer.
  3. 3. Sight - Visual Branding • The most powerful and seductive sense. • It can overrule other senses and override logic. Visual Branding is association of a brand with a color, shape, typography, logo, icon/symbol or look appearance.
  4. 4. BRANDS WITH VISUAL IMPACT
  5. 5. More On Visual Branding.. • Arrangement, infrastructure, aesthetics and illumination of them are designed to attract the customers and make them stay longer. • Cloth stores use techniques like mannequins to display their best offerings. • Supermarkets keep fresh fruits and vegetables on display to attract customers.
  6. 6. VISUAL BRNADING
  7. 7. Sound – Auditory Branding Human beings are naturally sensitive to sound & meanings. Experiments have shown that when music in restaurants is played slower than the rhthym of heart beats ~ we tend to eat slower. • Iphone users are familiar with the ‘crumbling’ sound when you trash data. • The jingle of Intel Inside and Microsoft are pretty well known.
  8. 8. • Audi chose a combination of heart beat + Piano + breath as it’s audio branding initiative. • Mercedes Benz got the precise and appealing sound for closing of a car door. • Victoria’s Secret uses a special classical music in it’s stores to support the premium image. • Renault has a special ‘Hum’ of engine and the ‘Swish’ of windscreen wipers. • Kellogs has the special crunching sound to indicate the crispiness of the snacks.
  9. 9. AUDIO BRANDING
  10. 10. SENSE OF SOUND • Sound of a snapping door (= Safety) Spicy rattle of exhaust-pipes and engine (= Sportiness) • ƒ ‘Klick‘-noise when activating on/off switches = Working) • ƒ “Brubble“ sound of the Mini Cooper due to a deliberate spark failure (= Driving Experience)
  11. 11. SMELL – Olfactory Branding Singapore Airlines has used its scent called Stefan Florida Waters, on its hot towels and on its flight attendants. This way the plane smells fresh when you board, and the scent is spread every time an attendant walks past. According to the airline this enhances the travelers experience of a relaxed flight. After your holiday you will want to book with them again.
  12. 12. The famous M&M World Store in London has a surprisingly strong chocolate scent when you walk in.
  13. 13.  Nike stores use a mixed flower scent to direct you towards the more -expensive shoe designs inside.  The shops are light and often have white walls with black decorations or images in neutral colors. This makes you relaxed enough to pay up for their shoes.
  14. 14. TOUCH – Tactile Branding • When you look at cotton what does it remind you off? Softness. • More than 65% of consumers prefer to feel their products before buying.
  15. 15. Hoteliers are using concepts like targeting en-suite rooms, meetings and conference rooms to express the sensory element. Use of soft feathered cushions, Tissue material used for lamps and tables, use of minimum wood are focussed to create the sensory experience. • Textured book covers, labels and some printed shirts • forms that are better adapted to our hands in bottles of mayonnaise, sauces, beverages • plush, furry fabrics pleasant to the touch • mobile devices
  16. 16. TASTE – Gustative Branding They have started roasting coffee beans within the stores - richer sensory experience.
  17. 17. Mc Aloo Tikki Patented its taste
  18. 18. Nissan studied the effects of aromas on human mental activity and introduced the Forest AC system in its cars. This AC system intermittently and alternately furnishes two unique aromas, borneol and leaf alcohol, to alleviate boredom and stimulate the driver's brain
  19. 19. MULTISENSORY BRANDING
  20. 20. Sight: The shapes of the products are round and the colors are delicious. Smell: The intoxicating and sweet scent is so pervasive that it carries out onto the streets, so passersby know they can find a store close by. Hearing: No music is playing within this cosmetic brand’s shops, but there is an atmosphere of a ‘market,’ with the salespeople talking a lot and actively promoting products. Touch: The self-service products are arranged in many bowls that invite you to dip your hand inside. Their packages are smooth and natural, and the products themselves have unusual textures. Taste: Products are visually and olfactorily associated with food, resembling creamsicle, chocolate ice cream, etc.
  21. 21. Appealing to 4 of our Senses – Adidas Shower Gel • ƒ Asymmetric shape: resembles a stiff muscle = Energy & Force • ƒ Confirmation via the language on the packaging - active - energizing - sport fever • ƒ When holding it, the knobbed surface can be felt • ƒ Sealing cap looks like a switch can turn the switch „On“ und „Off“ ƒ connected to a “Click“-Sound = get connected to an energy circuit • ƒ Agreeable smell • ƒ Evoced feeling: „When I use the Gel, I am more potent and powerful.“
  22. 22. THANK YOU
  • lokeshsenthil5

    Nov. 28, 2014

The different types of sensory branding and how it is used by various brands to make their products and services more appealing.

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