"Brand Senses" management

Résumé du document

Brand sense is based on an exclusive global study of branding and sensory awareness. According to Lindstrom, 'brand sense is of five different senses, which are touch, taste, smell, sight and sound. These five senses affect the brand creation and retail experiences'. In fact, people's senses usually influence their choice, for example, people choose fresh and avoid rotten food by smell. Or the great vision and sound effect of a movie preview lets people choose in buying a cinema ticket. On the other hand, human beings use the five tracks, image, sound, smell, taste, and touch to understand data as these five senses directly involve with people's emotions and all that they entail. In addition, human being's senses link to memory and can tap right into emotion. As Lindstrom mentioned that, 'events, moods, feelings and products in humans lives are constantly imprinted on their five track sensory recorder from the second we wake to the moment we sleep.'

Extraits

[...] Those receptors are stimulated by light, color, sound, odour and texture (Soloman, Dann & Russell-Bennett, 2007). Since sensory receptors have gathered senses from stimuli, it would create three stages of perception process, which are exposure, attention and interpretation (figure 1). Figure1: An overview of the perception process Sensory system is playing an important part in people's daily life. It generates people's sensory experiences when they encounter different situations (Soloman, et al., 2007). For example, they heard an advertisement slogan, which would make them to recall their memory as well as emotion about what was that advertisement represented. [...]

[...] Memory may be divided into short-term (also known as working or recent memory) and long-term memory. Short-term memory recovers memories of recent events, while long-term memory is concerned with recalling the more distant past. Some disorders, can damage the cognitive systems that control memory. Usually long-term memory is retained while short-term memory is lost; conversely, memories may become jumbled, leading to mistakes in recognizing people or places that should be familiar. Short Term Memory Short term memory is also called as working or recent memory. [...]

[...] The sight doesn't impulse on the experience. The sight has only help to the other senses; the sight allows only supporting another senses. Indeed the sight is going to allow having more detail on a product, or to help the other sense to remind. is fascinating to note that sight does not have a significant relationship with brand experience across the brands, but has its influence through creating perceptions of leadership and clarity. Sight also plays a strong supporting role to the other primary senses. [...]

[...] Lippincott & Margulies. Sense: The Art and Science of Creating Lasting Brands, Rockport Publishers Inc p. [...]

[...] As a result, in order to develop clients' acceptance of a brand, brands can use special and distinct odor in their showrooms Touch “Touch alters us to our general well-being.” (Lindstrom p.27) Human beings use touch sense to develop their perception of the products. The product's texture can give people different impression. For instance, when customers go to buy clothes, they usually touch the product and feel the texture in order to make share it is fit to them. Through touch, people can image whether the texture is good or bad. [...]