Sensory Branding - Quick Bites - Part 4

Examples of brands utilizing this to their advantage are:

1. Abercrombie and Fitch

The stores are designed to leverage the Olfactory, Visual and Aural senses of the customer. The stores smell strong of their fragrance range (Fierce No. 8) which helps attract customers to the stores. In their visuals, they utilize halo-effect through the use of models wherever possible. The stores are also designed to highlight only the clothes while the rest of the store is dark. The music is chosen to give a nightclub feel to the store, thus keeping with the young and cool image of the brand.

 

2. Apple

The brand utilizes sensory marketing through touch senses the feel of the products in their stores. Also, the visual senses are targeted through careful, delicate designs of the products. The sensory marketing is not just limited to the product but is extended to the stores itself, which are designed to facilitate the visual and aural emotional build-up of the customers.

 

3. Singapore Airlines

They have targeted the olfactory senses. They introduced the aroma called Stefan Floridian Waters, that is very unique, and blended in attendant’s perfume, towel services etc. This evokes a feeling of comfort and luxury for the fliers. It enhances their experience and makes the travel relaxing.

 

4. Coke

Coke uses sensory marketing in its adverts when it utilized the fizzy visuals and the sound of the fizz in all the communication. Each advertisement comprises of these sensory elements that help create a feeling of nostalgia and craving amongst its consumer base.

 

 

You can check out other 'Quick Bites' write-ups through the following links:

1. Understanding Brand Equity

2. Guerrilla marketing

3. Crowdsourcing

 

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About the Author:

Priyanka is a second-year MBA student at Indian Institute of Management, Lucknow and is a member of InsideIIM’s second student team. She is also a part of PRiSM, The Marketing Cell at IIM Lucknow.