Author(s)

Makarand Upadhyaya

Department of Management and Marketing, College of Business Administration, University of Bahrain, Sikhar, Bahrain.

Branding is a key factor in marketing. In the past, most of the companies were using audio-visual stimuli for differentiating their brands from the competitors. Now companies are working hard to achieve some degree of differentiation in their brands from the competitors by using all five senses (taste, smell, sight, touch and sound). This phenomenon is called sensory branding, which helps the company to differentiate their brand’s products from the competitors. The aim of sensory branding is to use all the five senses at the same time to create a five-dimensional experience for the consumer. In a cluttered market where even advertising fails to create a brand sensory branding appears to be subtle, pleasant and insidious way of creating a compelling brand experience.

Consumers, Sensory Branding, Brand Awareness, Five Senses, Brand Identity

Upadhyaya, M. (2017) Emotional Connect between Brand and Consumer through Sensory Branding. American Journal of Industrial and Business Management, 7, 352-359. doi: 10.4236/ajibm.2017.74025.