Olfactory Branding: A new trend for defining brands through Smell: A Case on ITC Sonar Hotel in Kolkata, India  

Oleh:

Chatterjee, Shuvam

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-12.
Topik: scent; branding; retail store; ambience; consumer awareness; sensory stimulus
Fulltext: b14-039.pdf (118.09KB)

Isi artikel

Smell triggers immediate emotional response and precisely that is the reason today’s marketers are more conscious about its usefulness in communicating with the consumers. This led to the advent of Olfactory Branding, that is creating an experiential retail environment having a hint of odour and fragrance in order to stimulate the overall experience of the consumer, Previously branding was guided more by audiovisual stimulus but however due to the tremendous advertising clutter it is becoming difficult for the organizations to create a niche for themselves. It all started with the implementation of Sensory Branding using all the five human sense organs. However it was observed initially that certain senses like sight and hearing were extensively used, whereas touch, taste and particularly smell were potentially underused. Today’s consumers seek for an emotional involvement in the purchasing process and are considered as Poly-Sensorial entities who are looking for more emotional and sensorial stimulation during their purchase process. ITC Group of Hotels Sonar tries to enhance the overall shopping experience of a consumer with proper implementation of Olfactory Branding techniques in Kolkata. This paper tries to understand and create awareness of the proper usage of olfactory branding trends in ITC Sonar Hotel in Kolkata to persuade and convert potential customers into buyers and also to create an insight into the psychological background of scent branding and gives the basis of relevance of Olfactory Communication to influence consumers.

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