Scent as rich communicator for brand identity

Date of publication: June 26, 2009

Author: Tanja Deurloo

Abstract:

This presentation describes recent and current work on three Dutch business case studies in the field of sensory branding, scent marketing and scent research. Bearing in mind the specific nature and objectives (such as enhancement of brand experience, influencing in-store shopping time and reduction of patient anxiety in hospital environments) of each of the three cases, this presentation reviews the various approaches adopted and, to the extent available, the results achieved. Conclusions and lessons to be learnt from each of the case studies will then be explored. During a subsequent plenary mini-workshop participants will be invited to experience the effect and impact of scent as communicator of brand identity.

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