ABSTRACT
This chapter aims to elaborate the sensory branding in theory and practice. Sensory marketing can be defined as the intention of the firms to engage consumers’ senses, which in turn affects their behaviour, emotions, memories, perceptions, preferences, choices and consumption of products. Sense of sight can be considered as the most dominant sensory system belonging to human beings, which is encountered more than any other sensory cue. Audial cues have been described as “sound-related cues and include the jingles associated with brands, the sounds made when pronouncing the brands, as well as the distinctive sounds made by using the product associated with that brand”. The logic behind the senses being related to experience and positive post-consumption identities is possible since consumers’ experiences constitute a collaboration between individuals and brands. Looking at the pioneering news from the practitioners’ side, there are many exciting and intriguing studies conducted by research companies, practitioners, business insiders and brands themselves.
