Brand Id in Competition
Summary and synthesis
What is a brand?
A brand is a distinguished name and/or symbol (such as logo, trademark, or bundle design) intended to identify the products or services of either one seller or a group of sellers, and also to differentiate those goods or services from those of competition. Through the customer's point of view, a brand can be defined as the total accumulation of most his/her encounters, and is built at all tips of contact with the client (Kapferer, 2004)...
Impact Of Sensory Marketing Marketing Essay
Existing research studies on sensory marketing efforts concentrate on the broad impact of sensory stimuli on consumer reactions to different brands. This study narrows down the focus of sensory elements to olfactory and auditory stimuli and attempts to analyze the effect of the stimuli on consumer thoughts. Further the partnership between emotions generated out of these sensory stimuli and consumer purchase decision is being established.
Impact of Sensory Marketing
Keywords: sensory marketing consumer behaviour
Existing clinical tests on sensory marketing attempts concentrate on the broad affect of sensory stimuli on consumer reactions to different brands. This study narrows down the target of sensory elements to olfactory and auditory stimuli and will try to analyze the result of these stimuli on consumer emotions. Further the partnership between emotions made out of these sensory stimuli and consumer purchase decision is being..