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The idea of scent branding—the means of creating another layer of reinforced branding through smell—is fairly new to the promotional
products industry, noted Vichakchon, but not in retail. “Scents are used in products to create impulse [purchases],” she explained. “Once the consumer likes it, they will expect it to be the same over and over, thus creating a connection to product performance and brand recognition.” She used the popular detergent Tide as an example. “Tide hasn’t changed [its] scent in over 10 years, and they only make minor changes to match their ‘new and improved’ claim,” she said.
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