Consumer Sensory Appeal To Recognisable Brands Cultural Studies Essay

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"Integrating touch, taste, smell, sight, and sound with startling and measurable results," says the Brand Czar Martin Lindstorm who has been hailed as the "World's Brand Futurist"by the BBC.

Our senses play a major role in our experiences choice of brands/ products. In today's cluttered, saturated, and price-driven marketplace and optimised ROI, where the impact of traditional advertising is diminishing by the minute sensory branding is very important.

Sensory branding plays on the idea that brands should engage consumers on a variety of touch points which is hardly new to the market. These components have come to play an important role in our relationships with products.

The sensory stimulation they offer not only attract consumer choice and influences our behaviour it helps distinguishes one product from the next. The points of sensory differences have embedded themselves in our sensory memories and have become part of our decision making process. It assists in building towards our future of brand building.

Sensory Branding is the use of one or more sensory stimuli to communicate with the customer on an emotional level and building the brand through memorable customer experiences.

The Visual dimension has been for long nurtured by the advertising and design community. For instance, if you wished your brand to convey trustworthiness and stability, you might use colors such as dark blue (blue being trustworthy, dark blue signifying strength); or a rustic brown to convey an image of aged stability. If you wish to define the brand as exciting, higher risk colors such as red, black or yellow would be more appropriate. If you wish to define a brand as healthy, more conservative colors such as green or beige may be appropriate. If a feminine brand image is what you are shooting for, pink would be the color that best conveys this.

The aroma of Starbucks coffee, for example, is instantly identifiable across the globe and is very distinct. Rolls-Royce have long recognized the smell of a new car as one of the most powerful tools in their arsenal for cementing a love affair between their brand and a new owner. It is largely a manufactured artifact. Lindstrom reports on the efforts at Rolls Royce to improve customer satisfaction with their new vehicles by duplicating the "new car smell" of a 1965 Silver Cloud. An olfactory analysis found over eight hundred distinct elements, with expected ones like leather and mahogany but also including things like underseal and felt. Ultimately, the scent engineers came up with a mixture to duplicate this heady aroma which is now applied below the seats. Even though the synthetic materials that must now be used to build Rolls Royce cars for safety and other reasons no longer release much in the way of detectable odors, every new Rolls Royce owner can enjoy the same new car smell that previous generations experienced.

Ever wondered why the nearby "low priced" restaurant plays loud & fast music during the lunch time but the expensive Business class Lounge at the city Airport plays subtle music?

Research shows that people tend to eat faster in an environment filled with loud & fast music and the low priced restaurant would get is seeking an opportunity to serve more customers during the peak lunch hour time. In the same way, the subtle music played at the Airport lounges has an invigorating effect on the exhausted and tired traveller waiting for his onward journey. In both these examples, the sense of hearing (sound) has been used to get the desired effect

The cosmetics company Lush has epitomized sensory branding by using smell as a stimulus to influence purchase decisions. Pass a Lush store and you will be enslaved by the fragrance that is in sync with the ambience of the store. In fact, Lush cosmetics created a total sensorial experience for the consumer, right from the scents and bright colours to shapes and textures.

Another classic case in point from the Indian market is the advertising campaign of Savlon when it entered the Indian market. Its main competitor, Dettol was the market leader at the time and controlled roughly 90% of the market. Dettol is an antiseptic liquid which stings on application & has a peculiar smell. Savlon tried some really nice clutter-breaking advertising which showed a tough looking man waiting with closed eye & bated breath for the sting & smell when Dettol would be applied on injury. He is pleasantly surprised when there is no sting and application is over. Then the Savlon liquid is revealed. However, Savlon didn't work out in Indian market as users associate the antiseptic smell and sting with efficiency.

Thus it can be clearly seen that inspite of the removal of the the brand logo and descriptions has such a strong identity and a visual presence that they are clearly distinguishable from other brands. The play of sensory branding is very important here is the distinguishing factor for all brands. It facilitates the emotional response to dominate one's rationale thinking. Apart from this it not only provides another dimension of a single brand but also helps achieve a strong, positive, loyal bond between the brand and the consumer so that the consumer will turn to the brand repeatedly and assists emotional engagement, so that there is a match between perception and reality. Sensory branding are activities or initiatives undertaken by the companies to create some sort of impact on the senses of the consumer by choosing a message which is propagated through a medium which appeals to one of the five senses depending on the product or service.

The primary idea of Sensory branding is to create a high brand recall among the consumers. It also implies introducing the product, going beyond the product marketing and embarking on the consumer's faculties. The idea could also be to achieve a product differentiation strategy in the process at a time where in the markets are getting crowded with products.

2.       A 1000 words essay on "Importance of learning Non Verbal Communication in the changing social perspective."

Non-verbal messages primarily communicate emotions, attitudes. They substitute for, contradict, emphasize or regulate verbal message. Non-verbal cues are more reliable and generally culture bound.

Due to a changing global perspective and thriving cultural pot that exists today. Non verbal communication is a very significant aspect in our daily interactions and human lives. The renewed emphasis on Non verbal communication is that these cues are interpreted by most communicators as being more an ideal form of understanding an individual. The Non verbal communication is read into more intimately and opinions and conclusions are drawn. In business Non verbal communication plays a very important role in decision making and business deals, thus these have to be understood by all to avoid any miscommunication.

Researchers have said that taller people are perceived as being more impressive as compared to shorter people. Melamed & Bozionelos (1992) studied a sample of managers in the UK and found that height was a key factor affecting who was promoted. Often people try to make themselves taller, for example, standing on a platform, when they want to make more of an impact with their speaking. It gives them a feeling of superiority and authority while looking down and communicating.

Posture can be used to determine a participant's degree of attention or involvement, the difference in status between communicators, and the level of fondness a person has for the other communicator. Posture is understood through such indicators as direction of lean, body orientation, arm position, and body openness.

A gesture is a non-vocal bodily movement intended to express meaning. They may be articulated with the hands, arms or body, and also include movements of the head, face and eyes, such as winking, nodding, or rolling ones' eyes. The boundary between language and gesture, or verbal and nonverbal communication, can be hard to identify. These gestures are closely coordinated with speech. The so-called beat gestures are used in conjunction with speech and keep time with the rhythm of speech to emphasize certain words or phrases. These types of gestures are integrally connected to speech and thought processes.

Haptics is the study of touching as nonverbal communication. Touches that can be defined as communication include handshakes, holding hands, kissing (cheek, lips, and hand), back slapping, high fives, a pat on the shoulder, and brushing an arm. Touching of oneself may include licking, picking, holding, and scratching. These behaviours are referred to as "adapter" or "tells" and may send messages that reveal the intentions or feelings of a communicator. The meaning conveyed from touch is highly dependent upon the context of the situation, the relationship between communicators, and the manner of touch.

Humans communicate interpersonal closeness through a series of non-verbal actions known as immediacy behaviours. Examples of immediacy behaviours are: smiling, touching, open body positions, and eye contact. Cultures that display these immediacy behaviours are known to be high contact cultures. While is come cultures these seem appropriate in other situations they are frowned upon. Thus the cultural environment in very important in these situations.

The study of the role of eyes in nonverbal communication is sometimes referred to as "oculesics". Eye contact can indicate interest, attention, and involvement. Studies have found that people use their eyes to indicate their interest and with more than the frequently recognized actions of winking and slight movement of the eyebrows. Eye contact is an event when two people look at each other's eyes at the same time. It is a form of nonverbal communication and has a large influence on social behaviour. Frequency and interpretation of eye contact vary between cultures and species. Eye aversion is the avoidance of eye contact. Eye contact and facial expressions provide important social and emotional information. People, perhaps without consciously doing so, probe each other's eyes and faces for positive or negative mood signs. Gaze comprises the actions of looking while talking, looking while listening, amount of gaze, and frequency of glances, patterns of fixation, pupil dilation, and blink rate

Albert Mehrabian investigated and reported that "It is suggested that the combined effect of simultaneous verbal, vocal, and facial attitude communications is a weighted sum of their independent effects - with coefficients of .07, .38, and .55, respectively." This "rule" that clues from spoken words, from the voice tone, and from the facial expression, contribute 7 %, 38 %, and 55 % respectively to the total meaning, is widely cited. But with certain deficiencies in this analysis several scientists have made rapid steps in this field.

Other studies have analysed the relative contribution of verbal and nonverbal signals under more naturalistic situations. Argyle, using video tapes shown to the subjects, analysed the communication of submissive/dominant attitude and found that non-verbal cues had 4.3 times the effect of verbal cues. The most important effect was that body posture communicated superior status in a very efficient way.

On the other hand, a study by Hsee et al had subjects judge a person on the dimension happy/sad and found that words spoken with minimal variation in intonation had an impact about 4 times larger than face expressions seen in a film without sound. Thus, the relative importance of spoken words and facial expressions may be very different in studies using different set-ups.

People vary in their ability to send and receive nonverbal communication. On average, to a moderate degree, women are better at nonverbal communication than are men.

Measurements of the ability to communicate nonverbally and the capacity to feel empathy have shown that the two abilities are independent of each other.

For people who have relatively large difficulties with nonverbal communication, this can pose significant challenges, especially in interpersonal relationships. There exist resources that are tailored specifically to these people, which attempt to assist those in understanding information which comes more easily to others.

3.       A 500 words essay on "Classical Dance forms as Non Verbal communication".

Dance is one of the splendid forms of art that beautifully expresses through the movement of human body, music and expressions. Dance soothes the eyes, it not only adds to the aesthetic beauty of human form in front of you, but a combination of music and body movement together in harmony. It creates magic - a magic that leaves one in awe.

Dance has always been an integral part of humans and its evolution. Dance has been one of the arts that kept flourishing with the passage of time. Dance has thus been a mode of entertainment, a medium of communication and culturally a unifying factor across different countries.

Today, dance has so many forms and so many expressions. The various Indian dance forms act like a window to India's rich cultural reservoir. All forms of Indian classical dances owe allegiance to Natya Shastra, which is believed to be the 'fifth Veda' of the Indian culture. The majority of Indian classical dance forms are focused on the depiction of the nine rasas (Navarasas or the emotions), which includes Hasya (happiness), Krodha (anger), Bhibasta (disgust), Bhaya (fear), Shoka (sorrow), Viram (courage), Karuna (compassion), Adbhuta (wonder) and Shanta (serenity).

Kathakali literally means story-play is an elaborate dance depicting the victory of truth over falsehood. A striking feature of Kathakali is the elaborate use of make-up and colourful costumes. This emphasizes that the characters are super beings from another world, and their make-up is easily recognisable to the trained eye as satvik or godlike, rajasik or heroic, and tamasik or demonic.

Mohini attam dance is represents love and devotion to god. Vishnu or Krishna is most often the hero. The spectators can feel his invisible presence when the heroine or her maid details dreams and ambitions through circular movements, delicate footsteps and subtle expressions. Through slow and medium tempos, the dancer is able to find adequate space for improvisations and suggestive bhavas or emotions.

The Mohini attam dancer maintains realistic make-up and adorns a simple costume, in comparison to costumes of other dances, such as Kathakali. The dancer is attired in a beautiful white with gold border Kasavu saree of Kerala, with the distinctive white jasmine flowers around a French bun at the side of her head

Bharata Natyam dance has been handed down through the centuries by dance teachers (or gurus) called nattuwanars and the temple dancers, called devadasis. In the sacred environment of the temple these families developed and propagated their heritage. The Bharata Natyam is based on the aspects of bhava (expression), raga (melody), tala (rhythm) andNatyam (dance and drama). The Bharatanatyam dance is made up of two elements: the abstract, purely rhythmic dance (nritta) and the narrative, performing dance (Nritya, abhinaya). In Nritta, the purely rhythmic dance, the movements according to the rhythm (tala) and melody mode (raga) of a piece of music.

Dance is an essential form of nonverbal communication between humans. The essence of the Indian classical dance is in its communication message that it delivers to its audiences of variety of emotion, depict themes from India's rich mythology and folk legends and are a culturally unifying factor.

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