Olfactory branding: a new trend for defining brands through smell - a case of ITC Sonar Hotel in Kolkata, India Online publication date: Fri, 04-Sep-2015
by Shuvam Chatterjee
International Journal of Trade and Global Markets (IJTGM), Vol. 8, No. 3, 2015
Abstract: Smell triggers immediate emotional response. Today's marketers are conscious about its usefulness in communicating with consumers, leading to the advent of Olfactory Branding, creating an experiential retail environment having fragrance to stimulate the overall experience of the consumer. Previously branding was guided more by audiovisual stimulus but because of tremendous advertising clutter it is becoming difficult for organisations to create a niche. It started with the implementation of sensory branding using all five sense organs, though observed initially that senses like sight and hearing were extensively used, whereas smell was potentially underused. This paper tries to understand and create awareness of the proper usage of olfactory branding trends in ITC Sonar Hotel in Kolkata to persuade and convert potential customers into buyers and also to create an insight into the psychological background of scent branding and gives the basis of relevance of Olfactory Communication to influence consumers.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Trade and Global Markets (IJTGM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook