Sensory Marketing: The Multi-Sensory Brand-Experience Concept

Advanced Marketing Management Article Summary

Submitted By: M Vamshi Krishna,11135,Section-A
Research question: The purpose of this paper is to present the multi-sensory brand-
experience concept in relation to the human mind and senses. It also seeks to propose
a sensory marketing (SM) model of the multi-sensory brand-experience hypothesis.
Importance of the research: The main contribution of this research lies in developing
the multi-sensory brand-experience hypothesis within a SM model. It fills a major gap in
the marketing literature and research in stressing the need to rethink conventional
marketing models.
Summary:
The customer's feelings and thoughts about the service, including both goods- and
service components, as well as other elements, contribute to an image in the
customer's mind that is synonymous with the brand.Branding and experiences In the
branding literature, the concept of brand identity is dened as a unique set of brand
associations that a brand can create or maintain.The emotional linkage between brand
and consumer has been proposed as important in building strong brands.Emotional
branding seems more obvious in the context of services or intangibles, with their
intimate nature and where the customer is often more personally involved Sensory
marketing.In the services marketing literature, a number of theorists propose that, in
order to maintain customer loyalty to a services brand, it should be transformed from a
services product into an experience product.
The following is a denition of a multi-sensory brand experience: a multi-sensory brand-
experience supports individual value creation and refers to how individuals react when a
brand interacts, and supports their purchase and consumption processes through the
involvement of the positive human senses in generating customer value, experiences,
and brand as image.The model is built around acquiring customers, Sensory marketing
(EBR 23,3 TM Marketing 262 Table I). From transaction and relationship to SM Goods
logic Exchange perspective TM Strategic marketing Product focus Customer acquisition
Transactional strategies Tactical marketing Persuasion and promotion One-way
communication Production technology RM SM Service logic Relationship perspective
RM Customer focus Customer retention Relational strategies Interaction and interplay
Experiential logic Brand perspective SM Mind and sense focus Customer treatment
Sensorial strategies Dialogue and on-line interactivity Multi-sensory communication
Digital technology Two-way communication Information technology Source: Developed
from Hulten et al.
As an explanatory level, sensors aim at communicating sensations and sensory
expressions that reinforce the multi-sensory brand experience for the customer.As an
explanatory level, sensations aim at expressing a brand's identity and values as
something distinctive and sensorial, in facilitating the multi-sensory brand experience.
The branding literature has not taken into consideration the multi-sensory brand-
experience and its impact on what constitutes a brand through the positive senses, as
an image in the human mind.