Fragrance on the Impact of Corporate Brand Identity

Chien-Wei Liu, Shen-Tzu Lin, Ching-Sung Wang, Chien-Tsu Chen

Abstract


Based on the core competencies such as fragrance deployment and fragrance space construction, this study will allocate exclusive scents to enterprises and achieve marketing and brand management strategies that convey brand impressions to consumers through personalized scent so as to reinforce the visual and auditory communication, Thereby enhancing brand awareness and customer's impression. In this study, aromatherapy investigations of various proprietary aroma formulas were conducted for the tested consumers through questionnaires, and then the statistical analysis was conducted to find out the brand imprint results of consumers for various proprietary aroma formulas.

Keywords


Fragrance, Identity system, Brand mark


DOI
10.12783/dtssehs/icessh2018/23850

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