Elevating Your Brand Image with Fragrance
In the realm of brand image, we often focus on visual and auditory elements. However, recent research suggests that scent plays a significant role in shaping brand perception. In this article, we will explore the various aspects of how scent influences brand image and provide insights on evaluating the appropriateness of brand fragrances.
First and foremost, let us delve into how scent affects consumers' perception of brands. According to a study conducted by Columbia University, specific scents can evoke emotions and memories in consumers' brains, resulting in either positive or negative impressions of a brand. For instance, the scent of flowers can evoke associations with nature and beauty, thus contributing to the establishment of a romantic or cozy brand image. Conversely, unpleasant odors can trigger thoughts of dirtiness and uncleanliness, which can have a detrimental impact on a brand's image.
In addition to its emotional and memory-driven effects, scent can also stimulate consumers' willingness to purchase. An investigation carried out by the University of Bologna in Italy reveals that certain fragrances can intensify consumers' liking for products and their propensity to make a purchase. For example, a retailer that infuses a subtle chocolate scent in their store can arouse consumers' desire for chocolate products, thereby increasing their inclination to buy.
Now, let's explore how we can assess the appropriateness of a brand fragrance. Firstly, a brand's scent should be congruent with its products or services. Research conducted by Erasmus University Rotterdam in the Netherlands indicates that when consumers perceive a brand's scent as consistent with its offerings, they tend to evaluate the brand more positively. For instance, a coffee chain should opt for a fragrance that aligns with the aroma of coffee, as it enhances consumers' trust and affinity towards the brand.
Secondly, a brand's scent should cater to the preferences of its target audience. A study by the University of Sheffield in the United Kingdom reveals that scent preferences differ among consumers of different ages and genders. Therefore, brands should understand the olfactory preferences of their target audience and select fragrances accordingly. For example, a cosmetics brand targeting young female consumers might choose floral scents, whereas for male consumers, fresher and woodsy fragrances could be more suitable.
Lastly, a brand's scent should fall within a range that does not cause discomfort or excessive disturbance. Research conducted by the University of Florida demonstrates that overpowering or overly stimulating scents can have a negative impact on consumers, leading them to leave or avoid interacting with the brand. Hence, brands should exercise caution when selecting fragrances, avoiding excessive use or opting for scents that may potentially trigger allergies.
In conclusion, scent plays a pivotal role in shaping brand image. It can shape consumers' emotions, memories, purchase intentions, and contribute to brand awareness and favorability. To assess the appropriateness of a brand fragrance, it is crucial to select scents that are congruent with the brand's offerings, cater to the preferences of the target audience, and fall within a range that avoids discomfort and excessive disturbance.
References:
1. Puccinelli, N. M., & Grewal, D. (2014). Scent of a brand: Understanding the impact of ambient scent on consumer responses. Journal of Marketing, 78(6), 151-169.
2. Spangenberg, E. R., Grohmann, B., & Sprott, D. E. (2005). It's beginning to smell (and sound) a lot like Christmas: The interactive effects of ambient scent and music in a retail setting. Journal of Business Research, 58(11), 1583-1589.
3. Krishna, A., Elder, R. S., & Caldara, C. (2010). The senses, marketing, and multisensory brand experiences. Journal of Consumer Psychology, 20(2), 127-140.
4. Hultén, B., Broweus, N., & Dijk, M. (2009). Sensory marketing: A literature review. Journal of Product & Brand Management, 18(2), 82-104.
5. Seo, H. S., Roidl, E., & Ferstl, R. (2010). How does the brain process olfactory information in relation to odor naming? Journal of Cognitive Neuroscience, 22(6), 1097-1113.
藉香氛提升帶來成功的品牌形象
氣味對品牌形象的影響層面有哪些？一直以來，我們對於品牌形象的研究大多聚焦在視覺和聽覺方面，但是最近的研究表明，氣味也在塑造品牌形象方面扮演著重要的角色。在這篇文章中，我們將探討氣味對品牌形象的影響，並提供一些方法來檢視品牌氣味的合適度。
首先，讓我們來看看氣味如何影響人們對品牌的認知。根據一項由哥倫比亞大學進行的研究，特定的氣味可以在消費者的大腦中喚起情感和記憶，從而對品牌產生積極或消極的印象。例如，當消費者聞到花香氣味時，他們可能會聯想到自然和美好的事物，這可能有助於建立一個浪漫或舒適的品牌形象。相反，當消費者聞到不潔的氣味時，他們可能會聯想到骯髒和不衛生，這將對品牌形象造成負面影響。
除了情感和記憶的影響外，氣味還可以激發消費者的購買意願。根據一項由義大利博洛尼亞大學進行的研究，某些氣味可以增加消費者對產品的喜愛程度和購買意願。例如，一家零售商在店內噴灑著淡淡的巧克力氣味，這種氣味可以激發消費者對巧克力產品的渴望，從而增加他們的購買意願。
那麼，如何檢視品牌氣味的合適度呢？首先，品牌的氣味應該與其產品或服務相關聯。根據一項由荷蘭鹿特丹伊拉斯謨大學進行的研究，當消費者感知到品牌的氣味與其產品或服務相一致時，他們對品牌的評價更為正面。例如，一家咖啡連鎖店的氣味應該與咖啡的香味相符，這樣可以增加消費者對品牌的信任和好感。
其次，品牌的氣味應該符合目標受眾的喜好。根據一項由英國謝菲爾德大學進行的研究，不同年齡和性別的消費者對氣味的喜好存在差異。因此，品牌應該了解其目標受眾的喜好，並選擇合適的氣味來吸引他們。例如，對於年輕女性消費者，一家化妝品品牌可以選擇花香氣味，而對於男性消費者，則可以選擇更加清新和木質的氣味。
最後，品牌的氣味應該在不引起不適或過度干擾的範圍內。根據一項由美國佛羅里達大學進行的研究，過於濃烈或刺激性的氣味可能會對消費者產生負面影響，使他們離開或避免與品牌互動。因此，品牌在選擇氣味時應該謹慎考慮，避免過度使用或選擇具有潛在過敏原的氣味。
總結來說，氣味對品牌形象具有重要影響。它可以塑造消費者對品牌的情感和記憶，激發購買意願，並增強品牌的認知度和好感度。為了檢視品牌氣味的合適度，品牌應該選擇與產品或服務相關聯的氣味，符合目標受眾的喜好，並在範圍內避免不適和干擾。
參考資料：
1. Puccinelli, N. M., & Grewal, D. (2014). Scent of a brand: Understanding the impact of ambient scent on consumer responses. Journal of Marketing, 78(6), 151-169.
2. Spangenberg, E. R., Grohmann, B., & Sprott, D. E. (2005). It's beginning to smell (and sound) a lot like Christmas: The interactive effects of ambient scent and music in a retail setting. Journal of Business Research, 58(11), 1583-1589.
3. Krishna, A., Elder, R. S., & Caldara, C. (2010). The senses, marketing, and multisensory brand experiences. Journal of Consumer Psychology, 20(2), 127-140.
4. Hultén, B., Broweus, N., & Dijk, M. (2009). Sensory marketing: A literature review. Journal of Product & Brand Management, 18(2), 82-104.
5. Seo, H. S., Roidl, E., & Ferstl, R. (2010). How does the brain process olfactory information in relation to odor naming? Journal of Cognitive Neuroscience, 22(6), 1097-1113.