Open AccessBrand Identity. The Echo of Mental Associations
Author(s) -
Doina Guriță
Publication year - 2021
Publication title -
anuarul universităţii "petre andrei" din iaşi. fascicula drept, ştiinţe economice, ştiinţe politice
Language(s) - English
Resource type - Journals
eISSN - 2601-7008
pISSN - 2248-1079
DOI - 10.18662/upalaw/74
Subject(s) - corporate branding , brand identity , identity (music) , brand management , advertising , sensory system , business , echo (communications protocol) , psychology , marketing , aesthetics , cognitive psychology , computer science , art , computer network
In this article, I chose to talk about the latest topic in terms of branding, namely: "sensory branding" or "five-dimensional brand", which talks about the role of the five senses in creating a brand identity for strengthen the relationship between brand and consumer. Thus, for a brand to provoke reactions and create memorable experiences for the consumer, it is important to develop new strategies that involve triggering all the senses of consumers, or at least two of them. The concept of sensory branding is a recent one, but already it has evolved surprisingly. If in the past in the creation of a brand the most important aspect was the design, the visual system, nowadays the brands use different strategies through which, the simple triggering of a sense to lead to the triggering of the other senses.