Customer engagement through sensory branding

Sensory branding is a type of marketing that appeal to all the senses in relation to the brand. Sense herein means: eyes, ears, nose, tongue and touch. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers’ minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind. Evidences in marketing across the globe reveal an interesting fact that a whole of customers engagement and involvement comes through getting closer to their senses through sensory branding.This paper shall explore the basic concept of sensory branding in the light of customer engagement with special focus of its utilization in Global and thereafter narrowing it down to the Indian Context.