SINGAPORE AIRLINES PINNACLE OF SENSORY BRANDING

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Sensory Branding

Branding building emotional ties between consumer and product Brand Sense- Build powerful brands through touch, taste, smell, sight and sound Our senses play major role in our experiences, choices of brands 75% of our emotional behavior is generated by what we smell & not by 3/18/12 what we see or hear

Brands that most effectively used multiple senses in their branding efforts, leaders are:
1.

Singapore Airlines Apple Disney Mercedes Benz Mariboro

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Brands that are doing worst job in developing sensory branding are:
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Singapore Airlines

Branding fromSingapore Airlineis similar to other airlines through the use of consistent visual themes like font choices, color schemes, and logo application In 1990s -It takes this to the next level with a standard company scent
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Smell was described as smooth, exotically Asian and with a distinct aura of the feminine They have used the similar scent in the:

Perfume worn by flight attendants In hot towels In airport In their magazines Tissue paper fleet

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Benefits

Benefits of smell branding to Singapore airline:

Develop unique scent Regular flyers learned what airline smelled like Associate this scent with rest of Singapore Airlines experience Recognition of smooth comfortable memories

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