La marque et l'expérience sensorielle : théorie et exemple d'Abercrombie & Fitch

Étude de cas Marketing & marques Marketing sensoriel

Date de publication :

12/06/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

18 pages

Niveau :

grand public

Consulté :

0 fois

Avis client :

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Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Brand senses
Sensory systems
1. Sight
2. Sound
3. Smell
4. Touch
5. Taste
Application of sensory perception
Measuring senses
Measuring senses via memory
1. Memory
2. Short term memory
3. Long term memory
4. The Information Processing Model
5. Long Term Memory Process
6. Brand as a Memory
7. Branding via Memory
Measuring Sense via Experience
1. Theory
2. Example
Case study
1. The brand
2. Concept stores Abercrombie & Fitch
3. The application of the senses
4. Limits of this branding strategy

Résumé :

Brand sense is based on an exclusive global study of branding and sensory awareness. According to Lindstrom, brand sense is through five different senses, which are touch, taste, smell, sight and sound, to build the brand perception. Those five senses affect the brand creation and retail experiences (Lindstrom, 2005). In fact, people's senses usually influence their choice, for example, almost people choose fresh and avoid rotten food by smell. Or the great vision and sound effect of movie preview let people choose to buy cinema ticket to enjoy it.
Since distinctive brands pursue differentiated experiences to offer their audiences, they employ sensory channels to deliver their message and evoke people's emotions. However, it is not possible to put products and services through each sense into an ad and deliver to public. Therefore, marketers need to create their own sensory experiences through different channels to gain people's attention.

Actually, the most mass communication just uses two of five senses are sight and sound. The reason may be that it is easier to master in sight and sound than smell, touch, and taste for almost companies. However, marketing is not powerful as used to be. Because once a marketer offers an idea to the market, the others will follow up to offer another. They do not differentiate from others.
Most advertising campaigns do not bring anything characteristic into consumers' mind. Lindstrom showed that the consumers could remember 34 percent of the advertising shown on TV in 1965, whereas the consumers just could remember only 8 percent in 1990. Due to the fact that people are spending less time on watching television, reading magazines and listening to the radio. This explains why many advertising campaigns have failed to reach customers satisfaction.
On the other hand, some brands such as Coca Cola, they have offered differentiated products through sensory experiences. Due to those experiences, they have achieved their particular target audiences and customers' loyalty, which has a powerful effect to keep customer repurchase. Every company should be conscious that many products if not come from powerful brands they may be easy to be replaced by others.