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Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers' minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind. Sense: Any of the faculties, as sight, hearing, smell, taste, or touch, by which humans and animals perceive stimuli originating from outside or inside the body.〔Oxford English Dictionary〕 Sensory marketing: Marketing techniques that aim to seduce the consumer by using his senses to influence his feelings and behaviour.〔American Marketing Association〕 ==Overview== Sensory branding is used to relate to the customer in a more personal way than mass marketing. It is a technique that does what traditional forms of advertising cannot. It is used in retail design, magazines, showrooms, trade-fair booths, service centres, and corporate headquarters. A multi-sensory experience occurs when the customer is appealed to by two or more senses. According to Rieunier (2002), the sensory marketing approach tries to fill in the deficiencies of the "traditional marketing" which is too rational. Classic marketing is based on the idea that the customer is rational, that his behaviour is broke up in defined reasoned steps, according to the offer, the competition, the answer to his needs…By contrast, sensory marketing put the experiences lived by the consumers and his feelings in the process. These experiences have sensorial, emotional, cognitive, behavioural and relational dimensions, not only functional. It aims to create the adequacy of the products with their design and their packaging, and then to valorise them in a commercial environment to make them attractive. There, the consumer is behaving according to his impulsions and emotions, more than his reason.〔http://www.mintinnovation.com〕 According to Aradhna Krishna (2015), "in the past, communications with customers were essentially monologues—companies just talked at consumers. Then they evolved into dialogues, with customers providing feedback. Now they’re becoming multidimensional conversations, with products finding their own voices and consumers responding viscerally and subconsciously to them.” Marketers mostly appeal to sight and sound. 99% of all brand communication focuses on sight and sound. However, in many instances, sound and smell are more effective than sight when branding a product or organisation. Also, visual images are more distinctive when matched with a second sense. The main use for sensory branding is to appeal to the consumer's senses. It is also used to understand the emotions and experiences of the consumer when being drawn to, purchasing or using the product, penetrate and dominate market share, increase profitability and to ensure initial and repeat purchases.〔 Sensory branding is used to create an atmosphere that encourages the customer to pay money and can be influenced by sight, noise, touch, taste and smell. Sensory marketing is defined as a way of: • measuring and explaining consumer emotions • spotting and capitalizing on new market opportunities • an opportunity to maximize product profitability • ensuring first and repeat purchase (loyalty) • ensuring long-lasting product success 〔http://www.morethanbranding.com〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Sensory branding」の詳細全文を読む スポンサード リンク
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