Brand Senses: The Challenge of Polysensualism

Michele Fioroni and Garry Titterton

Chapter Chapter 10 in Brand Storming, 2009, pp 83-96 from Palgrave Macmillan

Abstract: Abstract Faced with an increasingly immaterial economy which has progressively lost physicality and where everything depends on information and its capacity to circulate, a brand, if it is to be completely understood, needs to highlight its emotional side, so that it is perceived as unique and exclusive.

Keywords: Tactile Perception; Purchasing Process; Dark Tone; White Truffle; Sound Dimension (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_10

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DOI: 10.1007/978-0-230-23351-5_10

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