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Branding by the five senses: A sensory branding framework

Author

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  • Hultén, Bertil

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.

Suggested Citation

  • Hultén, Bertil, 2017. "Branding by the five senses: A sensory branding framework," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(3), pages 281-292, December.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:3:p:281-292
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    Cited by:

    1. Vusumuzi David Mbatha & Aaron Koopman & Tinashe Chuchu, 2023. "Examining the Impact of Sensory Marketing on Young Consumers: A McDonald’s Case Study," International Review of Management and Marketing, Econjournals, vol. 13(3), pages 16-24, May.

    More about this item

    Keywords

    sensory branding framework; human senses; multi-sensory brand-experiences; sensory strategies; sensory perceptions;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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