n South African Pharmaceutical and Cosmetic Review - Branding through the senses

Volume 38, Issue 7
  • ISSN : 0257-2028



Sensory branding is an emerging area of branding relying on sensory stimuli (scent, sound, touch, taste, tactility) to develop a more tangible and memorable customer experience. These stimuli are part of the brand offering and allow the customer to evaluate how they feel about a brand; whether they trust a brand to deliver to their needs; and whether they ultimately relate to a brand.

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