IDEAS home Printed from https://ideas.repec.org/a/lum/rev11d/v28y2021ip174-188.html
   My bibliography  Save this article

Brand Identity. The Echo of Mental Associations

Author

Listed:
  • Doina Gurita

    (Lecturer Ph.D., †Petre Andrei†University of Iasi, Romania)

Abstract

In this article, I chose to talk about the latest topic in terms of branding, namely: "sensory branding" or "five-dimensional brand", which talks about the role of the five senses in creating a brand identity for strengthen the relationship between brand and consumer. Thus, for a brand to provoke reactions and create memorable experiences for the consumer, it is important to develop new strategies that involve triggering all the senses of consumers, or at least two of them. The concept of sensory branding is a recent one, but already it has evolved surprisingly. If in the past in the creation of a brand the most important aspect was the design, the visual system, nowadays the brands use different strategies through which, the simple triggering of a sense to lead to the triggering of the other senses.

Suggested Citation

  • Doina Gurita, 2021. "Brand Identity. The Echo of Mental Associations," Anuarul Universitatii „Petre Andrei” din Iasi / Year-Book „Petre Andrei” University from Iasi, Fascicula: Drept, Stiinte Economice, Stiinte Politice / Fascicle: Law, Economic Sciences, Political Scien, Editura Lumen, Department of Economics, vol. 28, pages 174-188, December.
    • Handle: RePEc:lum:rev11d:v:28:y:2021:i::p:174-188
    DOI: https://doi.org/10.18662/upalaw/74
    as

    Download full text from publisher

    File URL: https://lumenpublishing.com/journals/index.php/upa-sw/article/view/5031
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.18662/upalaw/74?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    brand; marketing; competition; marketing tools; mental associations;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:lum:rev11d:v:28:y:2021:i::p:174-188. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Antonio Sandu (email available below). General contact details of provider: https://edituralumen.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.