Olfactory Branding and its Effects on Brand Strength
Posted by: Labbrand Consulting Co., Ltd.
Date added: Thu 21 Jun 2012
For example, the Play-Doh.
Martin Lindstorm, who is recognized for being one of branding’s most original and innovative thinkers, conducted a study testing a group of young individual’s olfactory abilities. He did this by analyzing the children’s capability of identifying certain products through their smell. The first product that was put to the test in Lindstorm’s study was Play-Doh. This product’s fragrance was not only easily identified by the young individuals, but will most likely take us back to our early years as kindergarten and primary school students. Thus as alien as the term olfactory branding may seem, specific examples show that we are unconsciously exposed to this method.
The magnificent technological advances undergone during the first decade of the 21st century have directly triggered innovations in the realms of olfactory branding. Brands such as Volvo, Jimmy Choo, Williams-Sonoma and Hugo Boss have successfully implemented olfactory branding into their marketing strategy. Although some brands choose to make their scent consistent throughout their stores around the world, other brands such as hotels and restaurant chains choose to alter their olfactory campaign according to the restaurant or hotel’s geographic location.
The Park-Hyatt hotel recently launched a new refreshing scent for their Spa in Shanghai. The smell looks to work in unison with the Spa’s relaxing atmosphere and spectacular view of the Shanghai bund. Studies show that brands in the retail and hospitality sectors are experiencing positive results with their olfactory branding projects. The Hyatt Hotel and the BMK room restaurant in Shanghai have also recently implemented successful olfactory campaigns. Conversely when analyzing the olfactory branding campaignsof products such as Play-Doh or Crayola, experts claim that keeping the odor consistent throughout the world is a more effective way of triggering product association.
In terms of the fashion industry, ELLE magazine featured an article titled “Fragrance by Design” where they investigate the presence of olfactory branding within the fashion industry. There has always been a strict correlation between fashion and fragrance given the millions of dollars that are spent each year on perfumes and colognes. Just as music is commonly used during fashion shows as a way to intensify the spectator’s cognitive experience, scent also facilitates the process of establishing a connection between the brand and the audience. Creating the appropriate mood during a fashion show can serve as a crucial element in determining the success of a clothing line. Abercrombie and Fitch was one of the first brands to use olfactory branding as part of their marketing campaign. Many teenagers can easily identify the characteristic smell of the stores across the United States and Europe. Some experts claim that a pleasant in store olfactive branding will help trigger a feeling of satisfaction after the client chooses to purchase expensive garments or luxury items. Given that scent is an intrinsic component in triggering memory, it will be interesting to see how fashion brands, and luxury products will choose to incorporate this innovative method into their marketing and branding strategies in China in next couple of years.
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