Sensory branding

Prof. Ramesh Kumar writes about sensory branding: When a consumer bites into a Bournville dark chocolate, does he think about the Rs 75 spent on the product? Do the expensive and exquisitely-crafted Mont Blanc pen make the buyer think of the premium price?

Youngsters at Coffee Day are busy with fun and frolic completely immersed in the experiential plane of their relationships. Millions of songs are downloaded at itunes to gratify music lovers. Marketers in the recent times have become aware of the need to market to the sensory organs that gets translated into sensual pleasure. Given the price of a brand within the plausible price range associated with the target segment, sensual quotient could work in a manner that even makes the consumer raise over the price sensitivity threshold very much associated with the Indian consumer.

Sensory branding

Primarily sensory branding starts with the appreciation of sensual pleasure orientation. Krackjack the biscuit with the dual taste of sweet and salt in one is probably one of the earliest examples of sensory branding in the Indian context (which was followed by 50:50 from Britannia). While significant stimuli a consumer faces (stimuli means sensory information directed to any aspect of the senses) is visual in nature, marketers can tap other senses towards creative branding .

Certain brands of TVs have introduced high output devises . Liril ‘s advertising campaign during the recent times highlights the sensual aspect of touch. Tropicana ‘s pure fruit juice proposition at a premium though generally associated with the health platform also moves the consumer towards the sensory appreciation of taste.

The visual aspect of sensory perception has been translated into a stereotype (projecting an image or a picture that is widely held by the consumer in general) by a number of brands in the cosmetic and personal care fields. Fair&Lovely and Parachute are examples.