ESSENTIAL BRAND MEANING
A scientific explanation of the role of fragrance in branding
David Thomson
Abstract
That product fragrance can make a significant contribution to the emotional delivery and functional promise of branded products is surely beyond doubt. Yet, until recently, the scientific basis and nature of this contribution had not been formalised and consequently was not well understood.
That brands are in trouble is also beyond contention! In his introduction to Martin Lindstrom’s recent book, ‘Brand Sense’ (Lindstrom, 2005), marketing guru Philip Kotler claimed that …… “most products now come across as interchangeable commodities rather than powerful brands!”. In saying this, he was not only making a statement about the parlous state of most fmcg brands but also about the marketing strategies, and indeed the marketing minds, that had led them towards the edge of the abyss.
Brands obviously need a lifeline and Kotler clearly believes that sensory characteristics in general, and fragrance in particular, can bring new meaning to brands.
I agree!
This paper seeks to provide a more profound understanding of the role of fragrance in branding.
David Thomson
mmr research worldwide, UK
David Thomson is the founder and now Chairman MMR Research Worldwide, one of Europe’s largest, privately owned consumer-understanding businesses. He is also Visiting Professor in the School of Food Biosciences at the University of Reading, UK.
His current interests include Sensory Branding (the integration of product sensory characteristics into brand architecture) and the development of Means-End Chain Theory as a template for understanding consumers’ choice behaviours. He is a strong advocate of choice-based research methods
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