A scientific explanation of the role of fragrance in branding

According to marketing guru Philip Kotler 'most products now come across as interchangeable commodities rather than powerful brands'.

A scientific explanation of the role of fragrance in branding

David ThomsonMMR Research Worldwide Ltd, United Kingdom


That fragrance can make a significant contribution to the emotional delivery and functional promise of branded products is surely beyond doubt. Yet, until recently, the scientific basis and nature of this contribution had not been formalised and consequently it is not widely understood.

That brands are in trouble is also beyond contention! In his introduction to Martin Lindstrom's recent book, Brand Sense (Lindstrom, 2005), marketing guru Philip Kotler claimed that ... “most products now come across as interchangeable...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands