Using Scents For Branding
USA Today carries an article about the concept of scent as branding.
The concept of scent as a contributor to brand loyalty has some root in science. Smell is processed by the same portion of our brain as memory and emotions, says Theresa Molnar, executive director of the Fragrance Foundation in New York. Scent can affect moods and create mental associations.
Signature scents are part of a practice called “sensory branding” that is used by several corporations, she says. Samsung, for instance, has a signature scent in its corporate offices in New York, and high-end retailers such as Coach and De Beers Diamonds have their own unique scents, Molnar says.