Branding Sensorial: percepções sensoriais que afetam as identidades das marcas

Abstract

This work investigates sensory brands as one of the marketing communications strategies designed to create memorable links in the consumer s minds. Amid an environment plentiful by messages and stimuli - such as metropolitan urban environments - different ways of communicating and distinguishing are inaugurated. Among these new and different ways, we find Sensorial Branding, which makes use of sensory communication in multisensory configurations. They are sound, visual, tactile, olfactory and gustatory brands that present themselves as forms to create memories ties between brands and people, in a different manner from the strategies considerate traditional communication. Our theoretical proposal is to analise the pillars that support the multisensory communication starting from the environment full of stimuli; Passing to the questions about the perception and modes of subjectivities; Offering a detail history of the senses, its relation with the culture and the symbolic nature of the culture; Comprising the structures of the memories; And finally presenting strategies of branding and sensorial branding as a rhetorical exercise of marketing communication. Next, we present the survey conducted with 16 respondents, nine of them from Rio de Janeiro and seven from São Paulo, using qualitative data collection through personal testimony. Each respondent filled out a notebook for 10 days recording the memories of the brands with which they had been impacted. A total of 619 memories were reported and we classified them as three types of register: Objective Records, Affective Records and Sensory Records