Strategic Framework for Sensory Branding: the Pursuit of Fragrance

DOI IR Web Site

Bibliographic Information

Other Title
  • センサリー・ブランディングにおけるフレグランス訴求の戦略的枠組み
  • センサリー ・ ブランディング ニ オケル フレグランスソキュウ ノ センリャクテキ ワクグミ

Search this article

Description

The objective of this study is to clarify how the company can take the strategic approach to obtain the brand loyalty of customer in the commoditizing market. In order to do that, this study focuses on the prior research of de-commoditizing strategy, especially" Sensory Branding Theory", which attracts the attention of marketers. To take an example for the discussion, this article picks up the fabric softener market which is rapidly commoditizing and where a variety of similar brands are competing in the market. Specifically, the focus is on the brands pursuing the sense of smell, which is one of the five sensory organs of humans, and being supported by the customer. Also, this article provides the insight for the benefits of functionality and sensibility of using these fabric softeners to the customer. In accordance with the discussion, the author presents the findings of sensory pursuits in the strategic perspective.

Journal

Keywords

Details 詳細情報について

Report a problem

Back to top