Branding by the five senses: A sensory branding framework

Bertil Hultén

Journal of Brand Strategy, 2017, vol. 6, issue 3, 281-292

Abstract: In the global consumption culture, the human senses are often proposed as useful concepts for rethinking branding in practice and theory. The aim of this paper is to demonstrate the usefulness of a sensory branding framework grounded on sensory stimuli, sensory perceptions and sensory symbolism. Moreover, the role of societal culture in developing global branding sensory strategies is considered. Research findings and conclusions on how brand managers can apply the framework are presented.

Keywords: sensory branding framework; human senses; multi-sensory brand-experiences; sensory strategies; sensory perceptions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:6:i:3:p:281-292

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