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

      Аннотация: Sensory branding aims at engaging all human senses as people are most receptive and more likely to remember a brand when it is associated not only with a visual appearance but also with a certain sound, touch, taste and smell. Brands catching on multiple senses are expected to be much more successful than brands that focus only on one or two. They do not only create a higher consumer preference but also bond consumers to the brand. When it comes to establishing a brand in other cultures, companies need to localize their brand. Brand managers are facing exciting challenges as cultural dimensions or cultural elements like language, religion, values and attitudes can vary. Furthermore cultural factors may also have an influence on senses and the sensual perception of humans. Sensory branding can therefore only be adapted to different cultures if these cultural influencing factors are considered and included. The presented sensory branding process should act as guideline.

Ключевые слова: Context, intercultural, marketing, multisensory, multi-sensory, multi-sensual, multisensual, mutlicultural