According to Lindstrom, the author of ‘BRAND sense', brand sense is the integration of the five of the senses – touch, taste, smell, sight and sound. The five senses play a key role in 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 movie preview excites people and they choose to buy cinema tickets to enjoy it.
On the other hand, human beings can use at least five tracks- image, sound, smell, taste, and touch to contain data as these five senses directly involve with people's emotions and all that they entail. In addition, the 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.”
Since distinctive brands pursue differentiated experiences to offer their audience, they employ sensory channels to deliver their message and evoke people's emotions. However, it is not possible to put products and services through each sense into an ad and deliver to public. Therefore, marketers need to create their own sensory experiences through different channels to gain people's attention.
[...] In terms of sales, Abercrombie & Fitch shop are always colour of navy blue with white shelves which according to some surveys having a calming influence on customers and help them to purchase. There are often boats, plumes of wild beasts and train hooks on the walls which are related to their first outdoors image. Besides, the lights are subdued, which can both have a positive and negative impact on the consumer. On the one hand, the store is too dark, the customer will no longer be able to see the articles but on the other hand, this attitude is entirely consistent to the image that the brand wants to give to the shoppers. [...]
[...] There are 3 stages in the memory process and they are: Sensory Memory Short Term Memory Long Term Memory Once the information is received, it reaches the sensory memory and retains the exact copy of whatever was seen and heard. Since Sensory memory is a temporary phase the memory does not last long, so it's either transferred to Short term memory or the message is forgotten. A limited amount of the message is passed from sensory memory to the short term memory where the messages are encoded and they are transferred to long term memory. [...]
[...] An example of this is iMac would show its famous apple mark from the splinters of smooth plastic in bright transparent colors when iMac is working and iPod as well As a result, the color of Coca-Cola, the contour of Absolut vodka bottle, or the curved line of Apple, each component creates these brands combined with their overall design, using sight sense to differentiate their brands from others ) Sound Sound is one of the senses, which can recall our past experiences through our memory and evoke our emotion (Soloman, et al., 2007). [...]
[...] Therefore, if brands can make their taste unique and combine with the other senses such as smell and sight, it will be distinct enough to make consumers recognize them Application of Sensory Perception Figure 2 the perception of Coke and Pepsi among five senses Source: Lindstrom p 147 From figure it can be seen that Coca-Cola and Pepsi both brands have similar position among five senses. Coca-Cola has more sensory impressions among five senses from their customers than Pepsi did. [...]
[...] Hence, companies should know how to proceed with creating a sensory platform for their own brands via the sense rather than buying a lot of expensive advertising Sensory Systems All sensations come from the immediate response of our sensory receptors, which are eyes, ears, nose, mouth and skin. These receptors are stimulated by light, color, sound, odour and texture (Soloman, Dann, 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). [...]
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