TY  - BOOK
AU  - Lindstrom, Martin
AU  - Kotler, Philip
TI  - Brand sense: build powerful brands through touch, taste, smell, sight, and sound 
SN  - 9780743267847
U1  - 658.827 
PY  - 2005///
CY  - New York
PB  - Free Press
KW  - Brand name products
KW  - Business names
KW  - Advertising - Brand name products
KW  - Advertising - Psychological aspects
KW  - Senses and sensation
N2  - Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering more than a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that finding. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness
ER  -