Sensory Branding in a cross-cultural Context

A new approach to establish a sensory brand and aspects to be considered in a cross-cultural context

Autori

• Angelika Fürstler

Parametri

• 52 pagine
• 2 ore di lettura

• Economia e affari

Maggiori informazioni sul libro

Engaging multiple human senses significantly enhances brand recall and consumer preference, making sensory branding a powerful strategy. By incorporating sound, touch, taste, and smell alongside visual elements, brands can create deeper emotional connections with consumers. When entering diverse cultures, localization is crucial, as cultural factors like language, religion, and values influence sensory perception. The book offers a sensory branding process as a guideline for brand managers to navigate these challenges and effectively adapt their strategies to different cultural contexts.

Lingua: Inglese

Pubblicato: 2016

(In brossura)