BSBPMG510AMANAGEPROJECT

MAJORA
RESEACRHPROPOSAL

TOPIC

SensoryBrandingasMarketingIntelligence

Teacher:LoraineGrant
By
JayNguyenNGU11328383

ExecutiveSummary

The aim of this report is to investigate the role of sensory branding as a marketing
intelligence in order to establishbrand identity and loyalty fora fashion brand.Sensory
brandingispredictedasamarketingstrategythatusesthefivesystemsofthehumansenses,
which are visual, auditory, tactile, gustatory, and olfactory. The elements of sensory
marketing are predicted to influence consumer on a subconscious level through the
consuemerinteractionwithbrand orproducts toestablish competitor differentiation.The
distinctiveuniqueapproachofsensorymarketingcanassistbrandtosolidifyabrandidentity
andloyaltyintheconsumermind.
Thestudyalsoanalyzedwhichchannelsofcollectingmarketingintelligencethatindicatesthe
successofsensorybrandingapplication.Resultsofsecondarysourcesproposethatconsumer
feedbacks,saleperformance,andobservationalfindingsareconcludedtocarrycriticaldatato
evaluatetheeffectivenessofsensorybrandingonconsumerexperiences.Whenimplementing
a Sensory branding strategy, it is recommended that a thorough examination across all
consumerresourcesbeconducted.
Furthermore,itwasalsofoundthatthedesiresandneedsofthehumanbranddetermineretail
success. Sensory branding was able to trigger a sense of belonging of consumer, which
strengthensabrandsidentity,consumerloyaltyandinfluencethefuturegrowthofafashion
brand.
Collectionofprimarysourceswillincludeconsumersandfrontlineemployeesfocusgroup
interview, as well as indepth interview with a marketer of a sensory brand. This
methodology of triangulating different primary sources will increase the credibility and
validityoftheresearchstudy.Qualitativeresearchmethodwillbeutilizedinordertofurther
investigateandachieveanoverallunderstandingofintangiblefactorsofsensorybrandings
validity.

TABLESOFCONTENTS

1. Tittle.......4
2. LiteratureReview.5
2.1 Source1
2.2 Source2
2.3 Source3
3. Rationale...7
4. Dissemination...8
4.1 Stakeholders
4.2 PrimaryDataSources
4.3 BroaderAudience
5. BackgroundToStudy10
5.1 SensoryBrandingConcept...12
5.2 SensoryBrandingasMarketingIntelligence...14
5.3 Brandidentity,loyaltyandretailsuccessofSensoryBranding..16
6. ResearchMethodology...17
6.1.1 SecondarySources
6.1.2 PrimaryData
6.1.3 QualitativeResearch
6.1.4 QuantitativeResearch
6.1.5 DataTriangulation
6.1.6 Validity
6.2 Application
6.3 Application
6.4 Limitations
6.5 Access
6.6 EthicalProcedures
7. Budget..19
8. ReferenceList.....20
9. Appendices..22
9.1Appendix

1.Tittle

Tittle:

SensoryBrandingasMarketingIntelligence

Aim:
Doessensorybrandingactasmarketingintelligencetoestablishbrandidentityand
loyaltytoachieveretailsuccessforafashionbrand?

Objectives
1. Identifytheconceptofsensorybranding
2. Analyze through which channels of collecting marketing intelligence to
validatethesuccessofSensoryBranding
3. Evaluate brand identity, loyalty and retail success of sensory marketing
channels.

2.LiteratureReview

2.1 Source1
LiteratureTittle:BrandSense:SensorySecretsBehindTheStuffWeBuy

Author:MartinLindstrom
Date:2010
Publisher:SimonandSchuster,2010
PlaceofPublication:Australia
LiteratureType:Book
Thisnewconceptofsensorymarketingisanareathathasstartedtobreaktraditionalschemes
and help brands solidly establish, strengthen, and differentiate its brand equity to give
competitoradvantage
Theissueofadvertisingcampaignsapproachingitstargetmarketisonlyemployingtwoout
offiveofthehumansenses:theauditoryandthevisual.
Thesubjectofthedefinitionofbrandsensesbydrawingtheattentiontotheotherthree
neglectedhumansenses:thetactile,theolfactory,thegustatoryofbrandingexperience,also
samplethefewsuccessstoriesofbrandsthatincorporatethefivesensesintheirsensory
marketingstrategy.
Furthermore,especiallyintheretailfashionindustry,perfectimageryandsuperbquality
soundsofmostbrandsadvertisingcampaignhassaturatedthewaytheconsumerperceivea
brand.Although,itisstillthecoretwosensesofauditoryandvisualthatassistbrandsin
deliveringthemessage,brands arebecomingidenticalduetothewaytheirproductsare
marketed.Thepowerofincorporatingtheneglectedsensesasamarketingtoolispredictedto
differentiatetheirproductsanddeliveramultisensorytotalretailexperience.
TheSingaporeAirlinesandApplecasestudyanalyzedhowtheunusualapproachofthethree
neglected senses can differentiate characteristics of a product and more importantly to a
brandinordertosolidifyitsidentity.Atthesametime,amultisensoryapproachdoesnot
alwaysmeansuccess.However,foramultisensorymarketingcampaigntowork,thebrand
itselfisrequiredtodefinewhichofthesefivesensesthatisbrandcompatibleandmaximize
itsusetodrivetheirsuccess.
ThisscholarlyresourceidentifiestheelementsofBrandsenseandtheapplicationofBrand
sensoryassociationsasamarketingtoolinordertoestablish,differentiateandsolidifya
brands identity. The identification of brand sense then provides a new area marketing
intelligenceforfashionbrandstodrivetheirretailsuccess.

2.2 Source2
LiteratureTittle:RetailSuccessStillDependsonCorePrinciples

Author:DeanHillier,JoelAlden,CaitlinMacNamara,AdamPressman,andMegan
Geelhoed
Date:2013
Publisher:AtKearney
PlaceofPublication:Australia
LiteratureType:Article
Technology in the past decade has revolutionized so dramatically, big brand are finding
difficultiestostayuptodate.Marketingintelligenceiscollectedthroughmultipleplatforms
such as social media, online incentives, augmented reality, payment systems and other
emergingchannels.
Inaninformationoverloadenvironment,itiscrucialforacompanytolearnhowtocollect
andanalyzetheirdataaccuratelyinordertoperfectitsexecutiontodriveretailsuccess.
AEROresearchfindsthatretailersoftenstudiesextensivelythroughPointofsale(POS)data,
typicallyexaminesitssurvey,loyaltyprogram,external,contactcenter&productreviewdata
channels.Whilethesearemostfinanciallyessentialdataforretailers,onanotherhand,other
channelssuchasonline,storeemployee,consumersensoryexperience,trafficflowsanalysis
andmorearebeingpoorlyexamined. Arguably,thekeytoretailsuccessliesunderthe
ability of the business on finding the right measures, analyzing correctly and acting
intelligently.
Furthermore,therelationshipbetweenstoremanagerandfieldmanagersisvital.Byreducing
theadministrativetimeoffieldmanagerscangathermorebusinessintelligenceforretailers
such as direct interaction with customers, store managers feedback, staff training, and
physicalstoreobservations.
Employees,customersandinteractionsamongstthemhasbeenandcontinuedtobethekeys
elements of retailing. Especially the frontline employees, lack of communication have
becomeamajordisadvantageforbusinesses.TheAEROstudyfoundthatonlyafewretailers
areabletocollecttheinsightsofwhatconsumerwants.Theseinsightsoftencommunicate
throughinteractionswithstorestaffinsteadofmetrics.
Assessingthesensorybrandingstrategysoutcomecanbedeterminedbyanalyzingchannels
ofmarketingintelligence.Themultichannelsoftheemergingtechnologyalsoconcludethat
thetraditionalprinciplesofphysicalretailingarestilltheprioritiesforbrands/backboneto
driveretailsuccess.

2.3 Source3
LiteratureTittle:OnetoOne:TheEssenceofRetailBrandingandDesign
6

Author:MichelVanTongeren
Date:2013
Publisher:BIS
PlaceofPublication:Amsterdam
LiteratureType:Book
Hundredsofthousandsproductsarebeingintroducedeveryyears,yetonlyasmallportionof
thosecansurvivetheworldofretailtoday.Theoriginofretailhasalwaysbeenabouta
personal interaction. Hundreds of years ago, home grown products used to be traded at
markets.Thisoneononeinteractionhelpsestablishinganemotionalconnectionbetweena
consumerandthesupplier.Consumervaluesthisrelationship.
Massmarketinginrecentdecadeshasintroducedmultiplesanonymoustransaction.Thereare
nointeractionsandconnectionsbetweenthebrand&consumer.Therefore,brandingbecome
thecommunicationtools,personality,relevancecontextanddistinctivecharacteristicsofany
suppliers.Retailsuccessofretailingoftodaycanbemeasuredthroughhowmuchofabrand
identity communicating through its products. Furthermore, the world of retail today has
transformedpurchasingtransactionintoamultisensoryexperience.
Most effective brands do not use more than one or two senses in building and
communicatingitsproductsidentity.Thisiswhynewproductsarenotabletoachieveits
goals.Transactionsarenolongerconcrete&linearanymore.Thereasonswhyeffectiveand
iconicbrandssuchasHermes,Nike,A&F,H&M,andothersarebecausetheirproductsare
notonlystandsthetestofqualityaswellasembeddedwiththerecognizablecharacteristics
thatengagesconsumersfivesenses.
Therearemanyunexploredstimulisensesincorporatedinthephysicalretailexperienceof
theconsumers.Themotivationforthisisforshopperstokeepreturningtothestoretorelive
thatengaging&entertainingexperience.Thetotalretailexperienceofabrandiscrucially
importantinevaluatingretailsuccess.

3.Rationale
ThepurposeofthisresearchstudyistoexaminetheapplicationsofaSensoryBranding
strategyindrivingretailsuccess.Theemergingsensorybrandingstrategyusesthefive
systemsofthehumansenses,whicharevisual,auditory,tactile,gustatory,andolfactory,to
influencetheconsumerspurchasingdecision.Sensorybrandingassistsmarketerto
differentiatetheirproductsfromthoseoftheircompetitors,byassigningdistinctivesensory
identitiestotheproductsinordertoraisebrandrecognition.
Ininformationoverloadenvironmentretailingtoday,implementationofSensorybrandingnot
onlydrawattentionduetoitsuniqueexperiencebutalsoestablishedanexclusivebrand
identityandstrengthenbrandloyalty.

4.Dissemination

4.1 Stakeholders
Stakeholders are individuals,groups ororganizations whominterested or invested in the
scope of this project. Furthermore, they also directly or indirectly influenced the aim,
objectives as well as the outcome of the study. The findings of this project will act as
application,guidance,orwillberesourcefultothestakeholderswhoareaswellthefinaluser
ofthisproject.
4.2 PrimaryDataSources
Thefollowingtableoutlinestheprimarysourcesofdatacollection.
Whohaveyou
chosen?

Howwilltheycontribute
toyourstudy?

Whyhaveyouchosenthem?

Three
differentage
groupofretail
shoppers

Providean

Tohaveanoverviewontheir

understandingofconsumer
behaviorduringstore
interaction
Thesensory
associationthatcontribute
tobrandidentityand
loyaltyfromaconsumer
perspective
Togaspageneral
ideasofhowsensory
brandingimpacttheir
workingenvironment
Theimpactof
sensorybrandingonstore
traffic
Levelofcommitmentof
theconsumer
Stancepointonthe
traditional&Omni
channelingstrategy
Current
implementationofbrand
sensoryassociation
Theimportanceof
sensoryexperienceasa
marketingintelligencefor
brand
Predictionsona
businessstandpointof
futuretrendsofmarketing,
longevityofSensory
branding

motivationtovisitaparticularbrand
Differentsensoryexperiences
accordingtoagegroup
TounderstandSensorybranding
fromaconsumerpointofview

Frontline
employeeofa
sensoryretail
environment

Managerofa
fashion
retailers

Thedailyinteractionwithconsumer
Generalobservationofconsumer

Howwillyou
gatherdata
fromthem?
Qualitati
veInterview
Focus
group

Qualitati
veinterview

behaviorinasensoryretailenvironment

Tograbthefactsandunderstanding

Qualitati

theissuesandutilityofdifferent
implementationsoftraditional,sensoryas
wellasotheremergingstrategies

veInterview

4.3 BroaderAudience
The research proposal identifies the future potential ofSensoryBranding incontribution
drivetheAustralianretailsuccess.Furthermore,theinsightandknowledgeofthisresearch
enhancetheunderstandingofhowSensoryBrandingcontributetoretailsuccessandenable
readertofurtherexperimentonitsapplication.Peoplewhowillfindthisstudybeneficial:
students,marketingresearchers,retailmanagers,colleagues,generalviewers,andconsumers.

5.BackgroundToStudy

5.1SensoryBrandingConcept
Sensorybrandingstrategyisanew marketingareathatoperatesbasedontheemotional
reactionofhumanfivesensesduringapurchasingaswellasadvertisingexperience.Ina
sense,thesefivesensorychannelsaremakingtheconceptofbrandsensemoretangibleby
generating more & different emotional responses when exposed to that particular brand
(Lindstrom,2010).
Theelementsofsensorybrandingarebasedontheemotionalresponsesoffivehumansenses
(Lindstrom,2010).Implementationofaconsistentsensorybrandingstrategyforbrandssuch
asAbercrombie&Fitch(Khan,2014),SingaporeAirline(Lindstrom,2010)leftdistinctive
imprintsonhowtheirconsumerseesthebrandthroughthefivesenses.
TVadvertisementsusedbyretailbrandstransferredthefunctionsofproductsandidentity
throughtheconsumervisualandauditorysenses.Majorityoffashionbrandsmastertheir
advertising materials through perfect campaign imagery, trendy merchandise & stylish
background music(Khan,2014).However,bymarketing throughonlythese twosenses,
brands unconsciouslyeliminatetheirdistinctcharacteristics tointegratewithcompetitors.
Brandingbecomessaturated(Lindstrom,2010).
Visionplaysavitalroleinretailingdominatingseventypercenttheprocessofmakinga
transaction(Khanna&Mishra,2013).However,thepsychologyofsensorybrandingthrough
sightismuchdeeperthanjustwhatconsumerseesbutalsothesubliminalresponsesofthe
imagerydoestothehumanbrain(Lindstrom,2005).
Behindthebrandvisualmaterialssuchasitslogoandproducts,shapesofproductsalso
contributeintodifferentiatingabrand(Lindstrom,2010).Forinstance,thewayCocoChanel
isknownforinventingthelittleblackdress(Guru,2012)orhowBurberryiconizesthe
trenchcoat(Radovic,2011).Theabilityofestablishingaformofsilhouettesasabrands
iconisintegratingmarketingthroughthevisualsense.Theyhavesuccessfullymarketedits
identitywithoutinvasivelyoverloadconsumerwithtypicalcampaignimagery(Lindstrom,
2010).
Furthermore,onanauditoryapproach,differenttypesofmusicinfluencetheambianceof
retail space. For instance, the Abercrombie & Fitch case study (Khan, 2014) impulsive
purchasingbehaviorcanbegeneratedwhenloudclubbingmusicisplayed.Theexcessive
volume creates a sensory overload environment & influence on the consumers rational
thinking to buy impulsively (Khan, 2014). These two sensory association channels

10

subconsciouslyapproachtheconsumerbygoingunderthecomplexfabricofthevisual&
auditorysensestoshapetheconsumerthinking(Lindstrom,2010).
Overthelastfewdecades,televisionadvertisingsaswellasphysicalretailshadcaptivated
theconsumersattentionprimarilythroughauditoryandvisualapproaches(Lindstrom,
2010).Asthemarketbecomessaturated,productsfeaturesbecomehomogeneous.Consumers
seekcustomizationovergeneralization.Utilizingthethreeneglectedsensesofolfactory,
tactileandgustatoryinmarketingstrategiesarepredictedtobethefutureofadvertising
(Lindstrom,2010).
AccordingtoKhan(2014),theolfactorysystemofhumancanrecognizeabout10000odors.
Thosescentsassociatewithparticularmemoriesoftheconsumershumanexperience(Khan,
2014).Inretailterms,consumerareabletorecognizeasmellofaparticularatmosphereor
brandwhichtriggeredthemtorelatetotheirpastmemory(Cobos,2012).
Lindstrom(2010)foundfromafewofjeansfromdifferentbrands,consumersareableto
identifywhichonebelongstoA&Fonlybyitsscent.Inthisinstance,theAbercrombie&
Fitchbrandisonceagainmarketedthroughthehumanolfactorysensorychannels(Khan,
2014).
Additionally, most retail brands find incorporating taste most difficult in its sensory
marketing. However, taste & smell are intimately interlinked (Lindstrom, 2010). The
relationshipofthosetwosensesliedunderthewayaparticularscentcanbedescribedas
sweet,lemony,chocolatyorasfoodform.Inasense,byutilizingtheolfactorychannelofthe
humansense,sensorybrandingthroughtastealsoimmediatelyoccurred(Lindstrom,2010).
Senseoftactileisafundamentalchannelofthemultisensoryretailexperienceinassistingto
drivebrandsloyalty(Lindstrom,2010).Appleasoneoftheleadingretailerintechnology
hassuccessfullyengagedconsumeracrossallfivesensorychannelsespeciallyinthesenseof
tactile(Lashinsky,2012).PackagingofeveryAppleproductshasbeenunifiedbyamatte
whitesurfacewrappedunderclearplasticcover(Lashinsky,2012).Thesimilarexperiences
inunboxingAppleproductsestablishedadistinctivesenseoftheApplestouchonallofits
merchandise.ToestablishSensorybrandingthroughtouch,brandneedstoreinventandunify
the way its product feel. Being able to establish this distinctive touch, consumer is
subconsciouslyreminiscentofthatparticularbrandwhencomingacrosssimilartouchesin
theirhumanexperiences(Lashinsky,2012).
Byincorporatingsensesintheirbrandingstrategyinaretailspace,toacertainextend,brands
caninfluencetheclienteletrafficattheirshops(Khan,2014).Moreover,thephysicalretail
shopsarenowtransformedintoaformofentertainmentprovokingconsumertoconstantly
searchingforthatuniqueexperiencewhenpurchasing.Bydeliveringapositive,compelling,
and distinctive retail space, the brand can be linked to a brand identity. Retailers can
successfully differentiate themselves to their competitors by using sensory branding
(Lindstrom,2010).
Newcomputeraidedinnovationssuchassocialmedia,instoreinteractivetablets,andmore
aretoolsthatarepavingthewayforsensorybranding(Carlson,2013).Theyenhancethe
11

consumerexperiencebygeneratinginteractionsatphysicalstoreaswellasbrandperception.
Technologiesaremakingtheconceptofbrandimagemorerealbyenhancegeneratethese
sensoryinteractions(Carlson,2013).
Mostbrandsappearedtobetoosimilartoeachother(Lindstrom,2010).However,shoppers
seekindividualityinadvertisingtodaybyonlybuyfrombrandsthatstandsout(Carlson,
2013) because it triggers a sense of belonging. Incorporating brand senses in retail and
advertisingisaformofcustomizationandmakingasiftheadvertisingmorepersonal.Brand
imageisembeddedwithhumancharacteristicsandunconventionalidentityinordertoappeal
toitsconsumer(Linstrom,2010).Brandsenseisonlyachievedwhenthequalityofproduct
arecombinedwiththemultisensorybrandingstrategy(Khanna&Mishra,2013).Theloyalty
ofconsumerisstillprimarilydrivenbythequalityoftheproducts.Sensorybrandingisthe
tooltodrawattention&enhancetheconsumertheexperiencewithproducts.Byidentifying
thehiddenpowerofsensorybranding,retailbrandscanutilizeitasamarketingintelligence
todriveretailsuccess.
5.2SensoryBrandingasMarketingIntelligence
Whileextensiveresearchhasbeenconductedonsensorybranding,inordertoproducean
effective strategy, it is vital that retailers gather consumer feedback to analyse sensory
brandingapplication(Lindstrom,2008).
MarketingIntelligenceofretailisgatheredthroughoperatingchannelsacrossphysicalretail
space. They are precise data; valuable surveys, truthful analysis and current operational
findings assist brands in determining the potential future brandingg strategy as well as
appropriateactionsforitsdevelopment(Harrison&Cupman,2010)
Inordertodeterminethevaluablemarketingintelligenceforsensorybranding,marketersof
contemporaryretailneedtobecreativelyintellectual,analyticalofdataaswellasabroad
knowledgeoftheemergingstrategies,technologyandconsumerbehavior(Moravej,2013).
Collectionsofmarketingintelligencearewellexecutedbyretailers.Pointofsalesdata,In
store experience, loyalty programs, external and internal research, contact center, store
employees and productreviews as marketing intelligenceare conductedonadailybasis
(Hillieretal.,2013).Pointofsaledata,theconsumer,andstoreemployeesarethethree
essentialmarketingintelligencesourcestoassessthevalidityofabrandingstrategy(Hillieret
al.,2013).
Pointofsalesdatahasbeentheoneofthemostdirectmarketingintelligenceforbusinesses
(Berman&Evans,2012).Themomentofapurchasingactindicatessatisfactionofconsumer
needs (Berman & Evans, 2012). Furthermore, forecast of supply, demand of inventory,
developmentsofretailoperation,consumerspurchasingpatternsarealsobeingdocumented
throughpointofsalesdata(Hillieretal.,2013).Inasensorybrandingstrategythewaythe
storelayoutposition,fixtures,lighting,technologyareappliedhaveanimpactonconsumer
behaviorallowingbrandstomonitorstheemotionalexperienceoftheirretailexperience.
Sensory branding applications impact on the consumer rational thinking and generate
impulsive transactions, which alternatively controlled the results of pointofsale data
(Lindstrom,2008).Pointofsalesdataasmarketingintelligenceplaysanimportantrolein
12

collectingthecriticalfeedbackfromtheconsumertoinformbrandsthesuccessofSensory
Brandingapplication.
ItisfoundthatPointsofsales(POS)dataaremostlystudiedandprimarilycontributedtothe
decisionmaking process of retail operations while other intelligence are being generally
overlooked(Hillieretal.,2013).Astheemergingtrendsofretail,inordertodeterminethe
outcomeofSensorybranding,seekinginsightsfromothermarketingintelligenceotherthan
solidchannelofPOSarerequired(Hillieretal.,2013)
As social media transforming the retail environment, the intelligence collected from this
channel of data needs to be examined. Furthermore, financial return on social media
investmentscanvaryduetotheexperientialnatureofthisemergingbrandingtrend(Demers,
2013).Whenimplementingasensorybrandingstrategy,theonlinetrafficprovidesconsumer
interactions,whichindicatesthelevelofbrandsloyalty.Asamarketingintelligencesource,
measurementsystemofsocialmediaprovidesinsightsfromconsumersbrandperceptionin
ordertoevaluatesensorybrandingstrategy.(Demers,2013)
Moreover,storeemployeesaretheleastundervaluedmarketingintelligence(Hillieretal.,
2013).Inretailoperation,storeemployeesaretheclosestrelationshipbetweenthebrandand
customers.Thesuccessofretailingisachievedbybrandsthattakeadvantageoftheirstaffs
insights(Hillieretal.,2013).Moreimportantly,insensorybranding,observationsaremostly
conducted in physical store. Through interaction at retail shops, store employees
communicateverballythoughts,feedbacks,andneedsofconsumeraboutthecurrentproduct
line,trendormoreimportantlytheeffectivenessofcurrentbrandingstrategy.Inthisinstance,
storeemployeesactasapowerfulmarketingintelligence&assistbrandtomonitorconsumer
responses(Hillieretal.,2013).
Additionally,AccordingtoLindner(1998),whilestoreemployeesarevaluableintelligence,
as a source of collecting data, the environment of the retail space impacts on employee
behaviorandmotivation.Toacertaindegree,positiveworkingenvironmentenhancesthe
customerservice,whichleadstothedeliveryofmultisensoryexperience(Berman&Evans,
2012).Furthermore,accordingtoMaslowshierarchyofneedsofpersonalitysmotivation
theory(Lindner,1998),inachallengingandexcitingenvironment,inordertosatisfytheir
selfesteemneeds,staffsaremotivatedtoworktowardsorexceedtheirperformancetoearn
respectfromcolleague.Forretailbrands,consumerexperiencesarealsobenefited.Therefore,
whenestablishingfrontlinestaffsasavaluablesourceofdata,establishingapositiveworking
placecontributetothevalidityoftheirmarketing(Lindner,1998).
Fieldmanagersareidentifiedastheweaklinkofcommunicationbetweenbrandsleadersand
frontline staff due to the lack of physical store assessment (Hillier et al., 2013).
Administrative commitment disables field managers to visit, assess physical store
performancesandtheimplementationofstrategy.Frontlineemployeestraining,customers,
andobservationofstoreconditionscanalsofurtherenhancesensorybranding.Fieldmanager
administrativetimeneedstobereducedinordertocollectcriticalmarketingintelligencefor
brands(Hillieretal.,2013).
Inextension,anothercriticalsourceofmarketingintelligencesisthevoiceoftheconsumer,
whichactsastheessentialcomponentofthesensorybrandingstrategy(Lindstrom,2008).
13

According to (Hillier et al., 2013), loyalty program, products review, contact center and
onlinechannelssuchassocialmediarepresentsconsumersopinions.Throughthesedata,
consumersprovideresponsesondifferentissuesofthebranddevelopmentsuchas:products,
service,strategyandmoreimportantlythecurrentbrandingstrategy(Hillieretal.,2013).
Furthermore,accordingtoPringleandField(2008),understandingtheconsumerlevelof
commitmentcontributestotheanalyzingbrandloyaltyonconsumer.Researchstudieshave
developedaconversionmodel,whichprovidesoverviewofconsumercommitmentsonfour
levels: rooted, average, shallow & convertible (Pringle & Field, 2008). Rooted group
indicatesconsumerwhocommittobrandinthelongrun,whereasaveragebuyersbehavior
arelikelytobeshorttermusersofbrand.Onthecontrary,shallowconsumersaremoreeager
toswitchtodifferentbrandswhereasconvertiblebehaviorrepresentsnoassociationwith
brandloyalty(Pringle&Field,2008).Inordertodeliveraneffectiveimplementation,by
examiningtheloyaltyofconsumer,marketerscanevaluateonthecapabilityoftheirbranding
strategy.Byutilizingtheintelligencethatarrivesfromcustomer,brandsareabletolaunch
appropriateactionsinordertodeliveracompletemultisensoryretailexperience(Pringle&
Field,2008).Sensorybrandingssuccessareprimarilydrivenbytheconsumerexperience,
employeebehaviorandmotivationaswellasthepointofsalesdataindication(Lindstrom,
2008).Byidentifyingtheelementsofsensorybranding,Brandidentity&loyaltycanbe
establishedandmaintainedbyincorporatingtheappropriatemarketingintelligence
5.3Brandloyalty,identityandretailsuccessofSensoryBranding
Retailsuccessofsensorybrandingliesinthehandoftheconsumer;thedesiresandneedsof
thehumanbrainaretransformingretailtoday(Tongregen,2013).Inmid1990,largeretailers
aswellasindividualbrandembarkedonanewretailtrendsinfastmovingconsumergoods.
Televisionbroadcasting advertisings allowed brands to reach to a wider audience and
conductextensiveresearchontheresponseconsumers.Onthecontrary,consumerswere
oblivioustothebackgroundknowledgeofgoodsduetolackoftechnologies.Brandsactasa
controlling factors of the overall retail operations. However, as technology emerges,
transactionsbecametransparent.Inthisneweraofretail,consumerexpectationsrunthe
essenceofretailoperation(Tongeren,2013).
Traditionalbrandingtoolssuchastelevisionadvertisingareincreasinglyfailingtoconveyto
consumerstheuniqueidentityofbrands;shoppersofcontemporaryretaildemandatotal
retailexperience(Tongeren,2013).
Aspartoftotalretailing,investmentsinsocialmediaprovidemarketingintelligencesources
forbrandsaswellasgeneratingfurtherconsumerengagementsbesidestheircurrentpractices
(PwC,2014).Forinstance,newconceptsofproductlinecanbeexperimentedthroughsocial
mediasurveysandobtainedvaluablefeedbackstosupportorassessbrandsfuturestrategy.
Furthermore,fewretailershavegainedpositivebrandimagebyestablishinganorganizational
system when responding to social media feedbacks. Retailers however yet carry out the
structural approach to social media branding (PwC, 2014). While most brands have
establishedtheirsocialmediapresencethroughFacebook,twitter,orYouTube,consumer
expectations through these online channels exceed beyond current ineffective online
practices.

14

Asthepowerofdigitalretailingemerges,retailersoftenoverlookthepotentialofsensory
brandingthroughonlineshop.Whilethebrandingexperienceofstorevisitoccursintheretail
environmentitself,onlinechannelssensorybrandingoccurrencesareatthedeliveryofa
product(Tongeren,2013).Thetouch,smell,andtasteoftheproductatthisphysicalcontact
ofconsumercangeneratetheengagingemotionalresponsesofsensorybrandingtogenerate
brandidentity(Lindstrom,2011).However,duringtheonlinebrowsingprocess,itiscritical
forbrandstomaximizethepoweroftheonlytwoworkinghumansensesduetothephysical
limitationsofonlineshopping(Tongeren,2013).Byincorporatingsensorybrandingonline,
brands become Omnichannel retailers to raise revenues as well as appealing to awider
audience,whichleadstoretailsuccess(Tongregen,2013).
Marketers are now focusing on physical in store experience to provide differentiation
advantage(Berman&Evans,2012).Duringthisjourney,brandidentityandbrandloyalty,
whicharethetwoprimaryelementsofretailsuccessevaluationareestablished.Accordingto
(Hinestroza&James,2013),brandidentityandloyaltybeachievedbyunderstandingthe
differencesaswellastheintimateconnectionsbetweenthetraditionalbrandingandsensory
brandingstrategy.
Traditionalbrandingoperatesthroughthefundamental4elements:product,price,placeand
promotion(Tongeren,2013).Thefeaturesandfunctionalityofproductsthroughthesefour
principlesestablisharationalresponsefromconsumertoproceedwiththetransaction.Once
thetransactionsarecompleted,thestrategyoftraditionalbrandingissuccessful(Pringle&
Field,2008).
Ontheotherhand,sensorybrandingsfocusisonthepostexperienceofcustomerphysical
retailexperience(Tongeren,2013).Thefivehumansensorysystemactsasthemechanismto
transferthedistinctivecharacteristicsduringtheexperiencetoentertaintheconsumerand
motivatethemtoreturninthefutureinordertorelivetheuniqueexperience(Lindstrom,
2010).
Theimplementationsofbothtraditionalandsensorystrategy,thoughmechanicallydifferent,
equallyplaycriticalroleinassistingbusinesstomotivateitsconsumerboththroughoutand
aftertheretailexperience(Tongeren,2013).Forinstance,theelementofplaceisthelinking
connections between traditional and sensory marketing. In particular, on a traditional
brandingapproach,thelocationofaretailshopsimpactsonenticingconsumertovisitstores.
Sensorybrandingelementssuchas:theambiance,scent,fixtures,inventorypositioningand
servicelevelsofaplaceengagetheconsumersfivesensorysystemstoestablishacompetitor
differentiation.Moreover,bycombiningsensorybrandingandtraditionalbrandingstrategies,
brandsareabletocaptivatetheconsumerexperienceandprovideauniquebrandidentity
(Tongeren,2013).
As for marketer, brand identity drives the brand future positioning in the marketplace
(MoisescuandAllen,2010).Traditionalbrandingstrategyembeddedbrandscharacteristics
through the auditory & visual sense. As products line diversify and market becomes
saturated. Establishing brand identity through the three neglected senses of olfactory,
gustatory and tactile is critical to add textures to differentiate consumer perception
(Lindstrom,2011).Theconceptofbrandidentityconsistsdifferentelementssuchas:vision,
culture,personality,andsensoryengagementsofacompany.Furthermore,byincorporating
15

the five human senses into brand strategy, personification of brand creates a distinctive
identify that consumer can relates to develop their brand preference (Lindstrom, 2011).
Moreover,consistencyinbrandidentityensuresthesuccessofretailoperation.Thesesensory
applications affect the consumer minds on a subconscious levels through repetitions
interactionwithhumansenses(Lindstrom,2011).
While sensory branding compliments the traditional strategy, Omni channeling strategy
enablesavarietyofcontactpointsforconsumerstoraisebrandawareness(Berman&Evans,
2012).Brandsarebuildingnewformatsandchannelstoenticeconsumertoexperiencethe
multisensoryexperience.DifferenttrendsofOmnichannelstrategysuchaspopupsstore,
mobileapps,anddigitalstorelayoutsareimplementedtoincreasestoretrafficandbrand
awarenessinthemarketplace(Berman&Evans,2012).
Though consumer satisfaction plays a vital role in obtaining brand loyalty, exceeding
consumer expectations through other channels such as: loyalty program, services, brand
identitysconsistencyarethetoolstodriveconsumerpassion(Moisescu andAllen,2010).
Brand identity needs to develop a coherent appeal in order to remain the trustworthy
charactertoconsumer(Tongeren,2013).Moreover,intermofservicesatphysicalstore,
consumer seeks innovative engagements by technology and emotional stimulation from
sensorybranding.Furthermore,loyaltyprogramsnotonlyrewardsconsumercommitmentbut
alsoprovidesasenseofrespect.
AccordingtoMoisescuandAllen(2010),brandloyaltyisestablishedwhenconsumersfavor
a particular brand over its competitors. In sensory branding, the comparisons of brand
identity as a person enable consumers to match these human traits of his or her own
(Lindstrom,2011).Inthisinstance,therelationshipsofbrandandconsumerareprogressing
onapersonalleveltriggeringasenseofbelongingandestablishingtrusttoabrand.By
evaluating these marketing intelligence of sensory branding strategy, to a large extend,
sustainingbrandloyalty,identitydeterminestheretailsuccess.

16

6.ResearchMethodology

Researchmethodologyisasystematic,theoreticalanalysisofmethodsusedtodeterminethe
aimandobjectivesofaresearchstudy.Inmethodology,researchersforthepurposeoffor
solvingandsearchingoftheresearchinquiryusedifferentcriteria(Patton,1990).
6.1.1

SecondarySources

Secondaryresourcesrefertothegatheringofscholarresourcestosupportthescopeofthe
researchstudy.Secondarysourcesarepreviouslycollectedforotherpurposebutaddress,
contain or support relevant data value for the current research project. The compilation
purposesofthesedataarenotgatheredfornoranswerforthespecificaimofthecurrent
projectaimandobjectives(Patton,1990).
6.1.2

PrimaryData

Primary sources are data collected by the researcher to answer for a specific aim and
objectiveofaresearchprojects(Patton,1990).Benefitsofprimaryresourcearetherelevance
toitsresearchneeds.Collectionofprimarysourcearesupervisedandpurposelydetermined
bytheresearchers.Thesefindingsareoftencollectedforthefirsttimeandusefulforfuture
studies.Primaryresourcesconsisttwotypesofresearch:thequalitativedataandquantitative.
6.1.3
QualitativeResearch
Bydrawingemphasisonexploringofphenomenaratherthantheories,qualitativeresearchis
the observations of the appeal, development, and practice. According to (Patton, 2010),
evidencesofqualitativeresearchcannotbequantifiableandoftencollectedthroughmethods

17

suchas indepthorsemistructuredinterviews,focus group,participant,observation,and

writtenmaterials.
The analytical objectives of qualitative research are to describe and reason variations,
relationship,individualorgroupexperienceandperceptionsofresearchsrequest.Qualitative
methods advantage is the ability to identifying intangible factors such as social norms,
socioeconomic status, gender roles, ethnicity, and religion (Denzin & Lincoln, 2000).
Questioningformatofqualitativeresearchisopenendedanddataaretextualinrecord..
However,collectionofqualitativeresourcecanbeexpensiveandtimeconsumingtoobtain
(Patton,1990)
6.1.4

QuantitativeResearch

Bydrawingemphasisonconfirmingtheoriesofphenomena,quantitativeresearchismore
scientificinapproachbyusingnumericalanalysis(Patton,1990).Duringthedatacollection,
quantitative research framework consists of highly structured questionnaire, surveys and
observations.Theanalyticalobjectivesofqualitativeresearcharetogivenumericalvaluesto
answersofresearchinquiry.Questionsformatprovideclosedendedresponses(Denzin&
Lincoln,2000).
Theabilitiestomeasureandanalyzedataarethekeyadvantagesofquantitativeresearch;
researchers are more objective about the discovery of the study (Patton, 2010). In the
contrary,asadisadvantage,quantitativeresearchsvalidityisbasedonthepopulationof
participants.Greaterparticipantsproduceamorestatisticallyaccurateresponse.
6.1.5

DataTriangulation

DataTriangulationreferstotheusesofdifferentmethodstoverifythedatausedinastudyto
enhancecredibilityandvaliditytotheaimofstudy(Patton,1990).Commonresearchesare
obtained by a single approach of research method, which carries its own disadvantages
(Patton,2010).Inextension,combiningmethodsordatasuchasqualitativeandquantitative
approachpartiallyminimizemethodslimitations(Denzin&Lincoln,2000)andaswellas
examinestheoverviewofdifferentobjectivesofthestudythemes(Patton,1990).
6.1.6

Validity

Validity indicates the reliabilityofaresearch. The examination ofreliabilityofresearch

methodsapproachcontributestovalidity(Denzin&Lincoln,2000)Researchersarerequired
todeterminewhethertheappliedmethodsproduceaccuratefindings fortheirobjectives.
Withoutthisassessment,theintentions,purposeandmoreimportantlythereliabilityofthe
studyneedstobereviewed(Patton,1990)
6.2 Application:ProposedResearchMethodology
Theuseofqualitativeresearchwillbeutilizedinordertocollectprimarysourcesforthe
puposeofinvestigatingandachievingfurtheranoverallunderstandingofintangiblefactors
ofsensorybrandingsvalidity.Collectionofprimarysourceswillincludeconsumersand
frontlineemployeesfocusgroupinterview,aswellasindepthinterviewwithamarketerofa

18

sensorybrand.Thismethodologyoftriangulatingdifferentprimarysourceswillincreasethe
credibilityandvalidityoftheresearchstudy.
6.3 Limitations
Limitationsaremattersandoccurrencesthatariseduringtheprojectandstopinvestigator
fromaccomplishingtheaimsofresearchstudy(Patton,1990).Limitationcanarisefromtime
and budget constraints, the validity of qualitative and quantitative resources. Researcher
mightencounterresourceslimitationduetothelimitedaccesstoonlycertainpeopleinan
organization,certaindocuments,andcertaindata.Theserestrictionsmayaltertheendresult
andconclusionsthatcanbedrawn.
6.4 Access
Oncetheintentionsofstudyareestablished,preliminaryproceduresarecarriedoutinorder
togainaccessforthepurposeofdatacollection.Theprocessofgainingaccessinvolves
buildinginterpersonalrelationshipandestablishing trustwiththeintervieweesinorderto
gainparticipantsapproval(Denzin&Lincoln,2000).Priortotheinterview,anintroductory
levelfromKanganInstitutearepreparedandsentouttoallparticipantsoftheresearchstudy.
Furthermore, written arrangement and approval are required for gaining access to data
collection.
6.5 EthicalProcedures
Ethicalprincipalsrefertotheacceptablebehaviorandconductthatmustbecompliedbythe
researcherinordertostrengthenthereliabilityandcreditability.InordertoParticipantsmust
provideinformedwrittenconsenttotheresearcher.Anyinvolvementstotheresearchare
voluntaryandparticipantmaychoosetoleaveatanytime.Furthermore,legalresponsibilities
oftheresearcheraretoguaranteetherighttoprivacyandconfidentialityoftheparticipant.
Transcriptsoftapesmustremaintruthfultotheoriginalcontentandwritteninformationis
recorded word for word (tapes). Deceptions in collecting resources are not acceptable.
Informationprovidedbytheparticipantsisonlykeptfordurationoftheresearchproject.
Participantremainsanonymousinthepublicationofthefindingscollectedduringqualitative
interviews(McMurray,2004).
7.Budget
Budgetsrefertothecosts,whichariseforthepurposeofconductingandcompletingthe
study.Thetablesbelowshowsaproposedcostsfortheresearchproject.
Item
TapeRecorder
Requiredforrecordingpurposesduringcollectingactivitiesofqualitative
sourcessuchasfocusgroup,oneononeinterviewsprocess
Catering,RefreshmentsandGroupDinner
Duringqualitativeinterviews,refreshmentsoffoodandbeverageareofferedfor
participantsasthisprocessmaybeconductedduringmealtimeortakevaluable
times.
BooksandResources

19

ExpectedCost
$25

$30

$25

Referencesareavailablethroughlibraryservicesandonlinesources.However,
certainscholarlyresourcesmayrequireadditionalfeesinordertogainaccess.
Transport
Transportationmaybenecessarytoaccommodateparticipantsschedule
requirementsandtravelneedsforthepurposeofqualitativeresources
collection.
InternetandEmail
Thecostarerequiredforonlineresearchingactivitiessuchasemails,conference
calls,andcollectingresourcesare
PrintingandBinding
Printingandbindingcostmustbeaccountedforinordertoensurepresentation
ofresearchisdeliveredinaprofessionalmanner
Miscellaneous
Purchasingofstationaryitemsisrequiredinordertoconductanefficient,
organized,andprofessionalstandardforresearchstudy.
Total

$30

$25

$30

$25

$190

8.ReferenceList

Lindstrom,M.(2010).Brandsense.NewYork:FreePress.
Lindstrom,M.(2011).Brandwashed.NewYork:CrownBusiness.
Lindstrom,M.(2008).Buyology.NewYork:CurrencyDoubleday.
Pringle,H.andField,P.(2008).Brandimmortality.London:KoganPage.
Tongeren,M.(2013).Onetoone.Amsterdam:BISPub.
Hillier,D.,Alden,J.,MacNamara,C.,Pressman,A.andGeelhoed,M.(2013).RetailSuccess
StillDependsonCorePrinciples.[online]http://www.atkearney.com.au/.Availableat:
http://www.atkearney.com.au/consumerproductsretail/featured
article//asset_publisher/S5UkO0zy0vnu/content/retailsuccessstilldependsoncore
principles/10192[Accessed2Sep.2014].
Carr,C.(1990).Frontlinecustomerservice.NewYork:Wiley.
Cobos,H.(2012).SensoryMarketingandBranding:Thepowerofthesenses|MoreThan
Branding.[online]Morethanbranding.com.Availableat:
http://morethanbranding.com/2012/04/13/sensorymarketingandbrandingthepower
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ofthesenses/[Accessed4Nov.2014].
Hinestroza,N.andJames,P.(2013).Theeffectsofsensorymarketingontheimplementation
offastfoodmarketingcampaigns.[online]JournalofManagementandMarketing
Research.Availableat:http://www.aabri.com/manuscripts/131681.pdf[Accessed24
Oct.2014].
Khan,H.(2014).HowRetailersManipulateSight,Smell,andSoundtoTriggerPurchase
BehaviorinConsumersShopify.[online]Shopify'sEcommerceBlogEcommerce
News,OnlineStoreTips&More.Availableat:
http://www.shopify.com.au/blog/14193377howretailersmanipulatesightsmelland
soundtotriggerpurchasebehaviorinconsumers[Accessed4Oct.2014].
Moisescu,O.andAllen,B.(2010).TheRelationshipBetweenTheDimensionsofBrand
Loyalty.[online]managementmarketing.ro.Availableat:
http://www.managementmarketing.ro/pdf/articole/203.pdf[Accessed19Oct.2014].
Moravej,K.(2013).MarketingIntelligence:KeySources.[online]Kavehmoravej.com.
Availableat:http://www.kavehmoravej.com/blog/marketingintelligencesources/[Accessed
4Oct.2014].
Carlson,N.(2013).FiveGlobalRetailTrendsThatWillShape2014.[online]Business
InsiderAustralia.Availableat:http://www.businessinsider.com.au/trendsthatwill
shaperetailin2014201312[Accessed4Oct.2014].
Guru,F.(2012).CocoChanelDress~TheStoryofChanelLittleBlackDress.[online]
Fashion&StyleGuru.Availableat:
http://fashionstyleguru.wordpress.com/2012/07/27/cocochaneldressthestoryof
chanellittleblackdress/[Accessed4Oct.2014].
Harrison,M.andCupman,J.(2010).UsingMarketIntelligence&CompetitiveIntelligence
ToAddValueToYourBusiness|WhitePaper|GreenBook.org.[online]
Greenbook.org.Availableat:http://www.greenbook.org/marketingresearch/market
intelligenceandcompetitiveintelligence[Accessed29Oct.2014].
Khanna,P.andMishra,S.(2013).THEIMPACTOFSENSORYBRANDING(FIVE
SENSES)ONCONSUMER.VSRDInternationalJournals,[online]3(4).Availableat:
http://www.vsrdjournals.com[Accessed22Oct.2014].
Lashinsky,A.(2012).InsideApple.NewYork:BusinessPlus.
Lindner,J.(1998).UnderstandingEmployeeMotivation.[online]Joe.org.Availableat:
http://www.joe.org/joe/1998june/rb3.php/index.php[Accessed7Oct.2014].
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PwC,(2014).AchievingTotalRetail.[online]www.pwc.se.Availableat:
http://www.pwc.se/sv_SE/se/detaljhandel/assets/achievingtotalretail.pdf[Accessed7
Oct.2014].
Berman,B.andEvans,J.(2012).RetailManagementAStrategicApproach.12thed.United
Kingdom:PearsonEducationLimited.
Demers,J.(2013).TheTop7SocialMediaMarketingTrendsThatWillDominate2014.
[online]http://www.forbes.com.Availableat:
http://www.forbes.com/sites/jaysondemers/2013/09/24/thetop7socialmedia
marketingtrendsthatwilldominate2014/[Accessed14Oct.2014].
Hillier,D.,Alden,J.,MacNamara,C.,Pressman,A.andGeelhoed,M.(2013).RetailSuccess
StillDependsonCorePrinciples.[online]http://www.atkearney.com.au/.Availableat:
http://www.atkearney.com.au/consumerproductsretail/featured
article//asset_publisher/S5UkO0zy0vnu/content/retailsuccessstilldependsoncore
principles/10192[Accessed2Sep.2014].
Radovic,K.(2011).Burberry,theIconofFashionBrands.[online]Brandingmagazine.com.
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brands/[Accessed4Oct.2014].
Denzin,N.andLincoln,Y.(2000).Handbookofqualitativeresearch.ThousandOaks,Calif.:
SagePublications.
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McMurray,A.,Scott,D.andPace,R.(2004).Research:ACommonSenseApproach.
Melbourne.

22

9.Appendices

Appendix1
ProposedresearchquestionsforMajorB:
Identify:
ToidentifytheconceptofSensoryBranding:
1.
2.
3.
4.
5.

Whatarethecharacteristicsapositiveretailenvironmenttoyou?
Haveyoueverinterestedincollectingthepackagingbagsofbrand?AndWhy?
Haveyoueverheardofsensorybranding?
Besidetheproducts,whatareyourothermotivationstovisitaretailstore?
Doyouvisit aretailstore justtoengageinstore technology such as:interactive

displays,ipad,tryingonproducts,eventhoughyouhavedonethatrecently?
6. Doyourememberfont,colorofyourfavoritebrandslogo?
23

7. Doesthescentofaretailenvironmentimpactonyourshoppingexperience?
8. Whatdoyouthinkofthemusicofyourfavoritefashionstore?
9. What are your prefer fashion brand and describe the retail environment of these
brands?
10. Whenyouaregoingshopping,isthereaspecificstorethatyouliketovisiteverytime
youareinthearea?WhyandDescribetheexperience?
Analyze:
Toevaluatebrandidentity,loyaltyandretailsuccessofsensorymarketingchannels
1. WhatdoesthePointofsalesdatashowsabouttheperformanceofaretailspace?
2. Asamarketer,whichchannelsofconsumerdataaremostdominantininfluencingthe
futuremarketingstrategy?
3. Howdoesmultisensorybrandingstrategybeappliedtoonlineretailing?
4. Asamarketer,doesyourbrandemployasensorymarketingstrategy?Ifno,whynot?
Ifyes,howdoyoudeterminethesuccessofyoursensorybrandingstrategy?
5. Asaconsumer,doyouhaveopinionsaboutyourfavoriteretailersandthroughwhich
channelsofcommunication,howdoesfeedbackstransferbacktothebrand?
6. Asaconsumer,howimportantiscustomerservicetoyouanddoesitinfluenceyour
purchasingbehavior?
7. Asaconsumer,whyisloyaltyprogramimportanttoyou?Doesyourbrandpreference
haveanyrelevancetothequalityoftheirloyaltyprogram?
8. As a frontline employee, what are your motivations in engaging in customer
interaction?
9. As a frontline employee, how does your workplace environment impact your
productivity?
10. Asafrontlineemployee,doesyourbrandvalueyouropinion?Ifyes,whichchannels
ofcommunicationyoufindmosteffectivetogivefeedbacks?

Evaluate:
Evaluatebrandidentity,loyaltyandretailsuccessofsensorymarketingchannels.
1. As a marketer, what have your brand done to enhance the postexperience of
consumer?
2. Asamarketer,howeffectiveissocialmedia?Whatistheroleofsocialmediain
buildingconsumerrelationship?
3. Asamarketer,doessensorybrandinggeneratebrandloyalty,awarenessandfinancial
success?
24

4. Asamarketer,whatdifferentiateyourretailspacefromyourcompetitor?
5. Asaconsumer,doyouthinkbrandhavepersonality?
6. Asaconsumer,haveyouevercomparedabrandsidentity/characteristicstoyour
own?
7. Asaconsumer,isthepackagingoftheproductimportanttoyou?Ifyes,whyisit
important?
8. Whatmotivatesconsumercommittoabrand?
9. As a consumer, how do you define a total retail experience? And Does it have
anything to do with the experience of your five senses: tactile, visual, auditory,
gustatory,andolfactory?
10. Howimportantisabrandsocialresponsibilitytoitsimage?

25