Scent as rich communicator for brand identity – Case studies and sensory workshop

Tanja Deurloo
Annindriya, Netherlands

INTRODUCTION

Sensory Branding

Our sense of smell is our most powerful sense, especially where emotions and memories are concerned. Organizations are increasingly capitalizing on the power of smell in the context of sensory branding or scent marketing, using scents as a communication tool, product attribute and/or for the enhancement of brand experience. By doing so, brand recognition, consumer loyalty, overall appreciation and quality perception can be affected with a positive effect.

The widely published global research conducted by Millward Brown (2004) confirmed this effect in a qualitative research to understand the role of the senses followed by quantitative research to quantify the influence of the senses.