Abstract
According to Lindstrom, the author of ‘BRAND sense', brand sense is the integration of the five of the senses – touch, taste, smell, sight and sound. The five senses play a key role in the brand creation and retail experiences. In fact, people's senses usually influence their choice, for example, people choose fresh and avoid rotten food by smell. Or the great vision and sound effect of movie preview excites people and they choose to buy cinema tickets to enjoy it.
On the other hand, human beings can use at least five tracks- image, sound, smell, taste, and touch to contain data as these five senses directly involve with people's emotions and all that they entail. In addition, the human being's senses link to memory and can tap right into emotion. As Lindstrom mentioned that “events, moods, feelings and products in humans' lives are constantly imprinted on their five track sensory recorder from the second we wake to the moment we sleep.”
Since distinctive brands pursue differentiated experiences to offer their audience, 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.
