SENSORY BRANDING

BY Naghma PK13397054

CASES

APPLE Apple concept store is a place where

consumers can 'experience' Apple.

• Consumers are able to see, touch, listen, and experience Apple comprehensively. It was designed to maximize the sensuous value and contribute to creating an image of the Apple as 'state-of-the-art' lifestyle

STARBUCKS Starbucks' philosophy is to give satisfaction to

consumers not only in realms of taste, but also olfactory, visual, tactile, and auditory sense.

• All background music at Starbucks is selected and released from Hearmusic, from the main office of Starbucks. Hearmusic provides 2~3 CDs per month that contain approximately 100 songs to 9000 Starbucks shops worldwide.

• Regardless of countries and places. consumers are share the similar experience at atmosphere at Starbucks.

SINGAPORE AIRLINES

Singapore Airlines is an example of a successful

olfactory marketing company • Floridian Waters formed the scent in the flight

attendants' perfume, was blended into the hot towels served before take off and generally permeated the entire fleet of Singapore Airlines planes.

• The patented aroma has since become a unique and very distinct trademark of Singapore Airlines.

ORGASMIC CHOCOLATES

Orgasmic Chocolates, the brain (or perhaps love) child of two budding UK entrepreneurs, is a new luxury chocolate infused with “wild crafted” Chineseherbs, which its owners hope will be the next bigthing in chocolate indulgence.

• It claims to induce feelings of “well being, relaxation, and euphoria” in those who indulge—stretches to the extreme the fashion for enveloping consumers in “a sensory experience.”

GORDON’S GINIn 2004, the company took its Sloe Gin out of its trademark emerald green bottle (still used for the

Original Gin) and repackaged it in clear glass to reveal the rich sloe purple of its ingredients.

• In 2004, the company took its Sloe Gin out of its trademark emerald green bottle (still used for the Original Gin) and repackaged it in clear glass to reveal the rich sloe purple of its ingredients.

LUSH

One brand that epitomizes sensory stimulation is Lush, the handmade cosmetics company.

• Pass the entrance of a Lush store and you are hit by a rush of fragrance.

• “Packaging is so boring. Smelling and touching is just more fun for the senses.” What is more, he adds, “If you don’t use packaging you can use higher quality ingredients.”

- Lush co-founder Mark Constantine