Sensory Branding

2015 ◽  
pp. 327-365
Author(s):  
Surabhi Mukherjee Chakravarty
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Core Competence ◽  
Human Life ◽  
Vital Role ◽  
Emotional Connection ◽  
Emotional Relationships ◽  
The Way

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life through senses. Sensory branding is an approach through which marketers create better experience of brands. Our senses are our link to memory, which can tap right into emotion. Using senses and their effect on understanding the consumer paves the way for an enriching experience of brand, discriminating their personality, creating a core competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a lasting emotional connection that retains brand loyalty.

Sensory Branding

2017 ◽  
pp. 1533-1563
Author(s):  
Surabhi Mukherjee Chakravarty
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Core Competence ◽  
Human Life ◽  
Vital Role ◽  
Emotional Connection ◽  
Emotional Relationships ◽  
The Way

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life through senses. Sensory branding is an approach through which marketers create better experience of brands. Our senses are our link to memory, which can tap right into emotion. Using senses and their effect on understanding the consumer paves the way for an enriching experience of brand, discriminating their personality, creating a core competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a lasting emotional connection that retains brand loyalty.

Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal

2018 ◽  
pp. 107-124
Author(s):  
Rahul Gupta Choudhury
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Marketing Mix ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Positive Experience ◽  
Emotional Connection ◽  
Long Period ◽  
Product Service ◽  
Service Brand

Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.

scholarly journals DETERMINING THE MAIN PARAMETERS OF THE EFFICIENCY OF THE TOURISM MARKET AND HOTEL BUSINESS

2020 ◽  
Author(s):  
Ilkin Gahramanov
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Significant Part ◽  
Emotional Connection ◽  
Marketing Activities ◽  
Marketing Costs ◽  
Tourism Services

The experience of managers, their traditions, analysis of competitors' marketing costs play an important role in the implementation of marketing activities of facilities. Due to the fact that marketing costs make up a significant part of the budget of facilities, it is necessary to monitor the effectiveness of the marketing strategy, ie the costs of its implementation should always be compared with the results of the work. It also enhances brand loyalty by creating a certain emotional connection between the brand and the consumer. The marketing strategy of a firm operating in a competitive tourism services market should be aimed primarily at establishing long-term relationships with the customer.

Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal

2019 ◽  
pp. 806-823
Author(s):  
Rahul Gupta Choudhury
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Marketing Mix ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Positive Experience ◽  
Emotional Connection ◽  
Long Period ◽  
Product Service ◽  
Service Brand

Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.

scholarly journals Storytelling and retromarketing: strengthening brand communication

2021 ◽  
Vol 25 (2) ◽  
pp. 44-62
Author(s):  
Vânia Sousa
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Communication Strategies ◽  
Economic Value ◽  
Carl Jung ◽  
Brand Communication ◽  
Emotional Connection ◽  
Different Types ◽  
The Brain

Brands are becoming more aware of the importance of adding value to their products through storytelling. The aim of this article is to raise awareness of the power of storytelling and retromarketing to enhance the effectiveness of brand communication strategies and increase customer loyalty. The study consisted of an analysis of the chemicals produced in the brain during the telling of different types of stories and their influence on consumer behaviours, and of brand archetypes, based on the work of Carl Jung in this area. The study also conducted a review of experiments that demonstrate the economic value of storytelling and retromarketing narratives. The results show that storytelling and retromarketing enhance brand uniqueness and create a deeper, more genuine relationship between companies and customers. This emotional connection may be achieved when storytelling is targeted at a specific audience as part of a larger marketing strategy.

The role of Record of Rights (Khatian) in determining title or possession: An overview

IIUC Studies ◽  
2020 ◽  
Vol 15 ◽  
pp. 33-46
Author(s):  
Kalim Ullah
Keyword(s):  
Human Life ◽  
Vital Role ◽  
Critical Element ◽  
Human Beings ◽  
Supportive Evidence ◽  
Land Administration ◽  
Holy Quran ◽  
The Holy Quran ◽  
Religious Systems

Human beings are deeply related to land. Human beings take birth on land, live on land, die on land and mixes with land ultimately. As stated in the holy Quran: ‘We (Allah) created you (human beings) from the soil, we shall make you return to the soil and We shall call you back again from the soil’ (20:55). Human life is surrounded by soil i.e. land. So, land is a highly completed issue of human life involving economic, social, political, cultural and often religious systems. Land administration is thus a critical element and often a pre-condition for peaceful society and sustainable development. In administrating land, Khatian or record of rights plays a vital role to determine the rights and interests of the respective parties as supportive evidence. In this article, discussion is mainly made on the fact that Khatian or record of rights is not a document of title solely but it may be an evidence of title as well as possession. IIUC Studies Vol.15(0) December 2018: 33-46

Un Dieu sadique : le rôle de l’image blasphématoire de Dieu dans Dolce agonia de Nancy Huston

2013 ◽  
pp. 160-166
Author(s):  
Izabela Front
Keyword(s):  
Present Article ◽  
Human Life ◽  
Character Of God ◽  
Double Character ◽  
The Way

The present article seeks to analyze the way in which the blasphemous figure of God in Dolce agonia by Nancy Huston allows the author to describe the sacred element in human life, seen as deprived of transcendental character. This is possible thanks to the three aspects of the text dependent on the type of God’s figure, which are: the contrast between passages marked by the cynical God’s voice and passages focused on man’s life filled with suffering; the tone and the appropriation of time var-iations and, finally, the double character of God who, at the same time, is indifferent to man’s lot while touched by his capacity of love.

Beauty, Morality, and the Promise of Happiness

2017 ◽  
Author(s):  
Sarah Stewart-Kroeker
Keyword(s):  
Human Life ◽  
Iris Murdoch ◽  
Fundamental Feature ◽  
The Way

This chapter takes up the themes of Chapter 3—loving beauty’s formative power—in a dialogue with contemporary philosophers Alexander Nehamas and Elaine Scarry, as well as with (to a lesser extent) Iris Murdoch. It explores the nature of love, beauty, and morality through a dialogue across historical–contemporary, theological–philosophical lines. A number of prominent modern criticisms of Augustine focus on a fundamental feature of his thought: that everything in human life is ordered towards the promise of heavenly happiness. This chapter shows some of the resources Augustine offers contemporary discussions of aesthetics by arguing that the way he links beauty and morality accounts for the ethical demands of love elicited by attraction to beauty.

scholarly journals The Enduring Greatness: The Mahāpuruşha Paradigm—An Indian Perspective

2021 ◽  
pp. 002216782110008
Author(s):  
Maharaj K. Raina
Keyword(s):  
Moral Responsibility ◽  
Human Nature ◽  
Human Life ◽  
Human Spirit ◽  
Positive Direction ◽  
Indian Tradition ◽  
Indian Perspective ◽  
Relative Concept ◽  
The Way

Greatness, a relative concept, has been historically approached in different ways. Considering greatness of character as different from greatness of talents, some cultures have conceptualized greatness as an expression of human spirit leading to transcending existing patterns and awakening inner selves to new levels of consciousness, rising above times and circumstances, and to change the direction of human tide. Individuals characterized by such greatness working with higher selves, guided by moral and ethical imperatives, and possessing noble impulses of human nature are considered to be manifesting spiritual greatness. Examining such greatness is the goal of this article. Keeping Indian tradition in focus, this article has studied how greatness has been conceptualized in that particular tradition and the way in which life and times have shaped great individuals called Mahāpuruşha who exhibited extraordinary moral responsibility relentlessly in pursuit of their visions of addressing contemporary major issues and changing the direction of human life. Four Mahāpuruşha, who possessed such enduring greatness and excelled in their thoughts and actions to give a new positive direction to human life, have been profiled in this article. Suggestions have also been made for studies on moral and spiritual excellence to help realize our true human path and purpose.

scholarly journals Education and social support: do migrants benefit as much as natives?

2020 ◽  
Vol 8 (1) ◽  
Author(s):  
Jana Brandt ◽  
Kyra Selina Hagge
Keyword(s):  
Social Support ◽  
Personal Development ◽  
Human Life ◽  
Well Being ◽  
Vital Role ◽  
Cross Sectional ◽  
Support Providers ◽  
Appraisal Support ◽  
Migration Experiences ◽  
To Receive

Abstract Education and having access to social support play a vital role in the human life. Integrated and better-educated people demonstrate an increased personal health and well-being. Social isolation, on the contrary, can affect not only the personal development, but also pertains to society. These topics are especially relevant in the current migration debate. Our paper examines the link between schooling and the individuals’ probability to receive different types of social support, in particular emotional, instrumental, informational, and appraisal support. Using logit and ordinal logit regressions on cross-sectional micro-data provided by the SOEP, we distinguish between two subgroups, the native population and people who migrated to Germany. Our findings confirm that higher levels of education increase the probability to access social support as well as the number of support providers in the network. Migrants are disadvantaged when it comes to the access of social support. However, our results suggest no significant negative returns to education for people with migration experiences.

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