 Brand Identity. The Echo of Mental AssociationsDoina Gurita ()
Anuarul Universitatii „Petre Andrei” din Iasi / Year-Book „Petre Andrei” University from Iasi, Fascicula: Drept, Stiinte Economice, Stiinte Politice / Fascicle: Law, Economic Sciences, Political Sciences, 2021, vol. 28, 174-188 Abstract: In this article, I chose to talk about the latest topic in terms of branding, namely: "sensory branding" or "five-dimensional brand", which talks about the role of the five senses in creating a brand identity for strengthen the relationship between brand and consumer. Thus, for a brand to provoke reactions and create memorable experiences for the consumer, it is important to develop new strategies that involve triggering all the senses of consumers, or at least two of them. The concept of sensory branding is a recent one, but already it has evolved surprisingly. If in the past in the creation of a brand the most important aspect was the design, the visual system, nowadays the brands use different strategies through which, the simple triggering of a sense to lead to the triggering of the other senses. Keywords: brand; marketing; competition; marketing tools; mental associations (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:lum:rev11d:v:28:y:2021:i::p:174-188 DOI: 10.18662/upalaw/74 Access Statistics for this article More articles in Anuarul Universitatii „Petre Andrei” din Iasi / Year-Book „Petre Andrei” University from Iasi, Fascicula: Drept, Stiinte Economice, Stiinte Politice / Fascicle: Law, Economic Sciences, Political Sciences from Editura Lumen, Department of Economics |
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