Indre Jucaityte

THE LINK BETWEEN BRAND VALUE AND SENSE DIMENSIONS
Indre Jucaityte
Kaunas University of Technology
Laisves av. 55-301
LT-44309 Kaunas
Lithuania
Phone: +37037300586
E-mail: indre.jucaityte@ktu.lt
Jurate Mascinskiene
Kaunas University of Technology
Laisves av. 55-301
LT-44309 Kaunas
Lithuania
Phone: +37037300586
E-mail: jurate.mascinskiene@ktu.lt
Abstract
In order to make the brand competitive in the market, it needs to provide additional
value. Rare marketing specialist seek to satisfy consumer needs through highly effective
means, trying to affect all five human senses – sight, sound, hearing, taste and touch. The
use of these senses can create a strong competitive brand, thereby enhancing consumer
loyalty and brand value by attracting the users emotionally. Using all human senses,
brand has certain associations, increasing value of company, which allows the company
to increase sales and profitability. Better recognition of the company creates stronger
brand and its value.
The perception of marketing of sense enables to control factors of environment.
Therefore, the problem of this article can be formulated in the following: there is any link
between brand value and senses dimensions? What they are?
Key words: Brand value, Sense, Association.
JEL Classification: M30, M31.
1. INTRODUCTION
Most brands do not leave a special impression in consumers mind. A classic marketing is
based on the idea that consumers are rational; their behavior is determined by motivated
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steps. However, for many consumer the perception and satisfaction is more important
than price when the products are technically similar. As a contrast, marketing of senses
includes feelings that consumers are experiencing. These experiences include the sensory,
emotional, cognitive, behavioral and relationship dimensions. Today, in order to compete
with strong brands, the feelings of consumers can not be ignored. Carefully selected
emotional stimuli may help to establish consumer preferences and distinguish the brand
from its competitors. It is important to understand consumers and develop positive
consumers’ attitude towards the brand. As the commercial offers almost are the same, and
the products and services are assimilated, sensual / emotional elements can create an
unique brand. Marketing of sense is an effective tool for those, who want to improve their
performance. As all buyers feelings can be managed. Brand points out how the product
makes a person feel so, emotional perception of the brand awareness is becoming
increasingly popular. The emotional connection between company and consumers for
long-term is the only key to success in modern markets.
2. BRAND VALUE AND ITS DEVELOPMENT
2.1. The conceptual essence of brand value
With regard to the concept of brand value, it can be spun into the definition of two
elements: tangible and intangible, as well as consumer and company aspects (Vanagiene,
Ramanauskiene, 2008). Value concept in the scientific literature and practical activities is
is used in a variety of meanings. Kotler and Keller (2007) argue that brand value is an
important intangible asset for the company providing a psychological and financial
benefits. In the recent marketing literature two concepts of value are dominating – the
value for the consumers (customer value) and the value for the company (equity) (Smith,
Colgate, 2007). However, according to Khalifa (2004), namely the value for consumer is
a prerequisite for all other values (Vaitkiene, Pilibaityte, 2008). Scientists unanimously
accept and distinguish two concepts of brand value (Urbanskiene, Vaitkiene, 2006):
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• brand value with regard to the customer;
• brand value with regard to marketing, finance (for the company).
Despite the growing interest in creating the value for the consumer, it is quite difficult to
find an unified concept of brand value for the consumer in the scientific literature.
According to Khalifa (2004), the lack of consensus determines, that consumer perception
of brand value can be called constantly expanding and dynamic concept. In other words,
the brand value for the consumer can be understood as a relationship between the
consumers’ benefits and the common costs (Woodruff, 1997).

Marketing Science Institute defines the brand value as a number of associations related to
the brand image, which creates a higher turnover compared with situation, then product
doesn’t have brand (Aaker, 1991). Aaker distinguishes five sources of brand value
creation. They are: brand loyalty, brand awareness, perceived quality, brand associations,
and other proprietary brand assets.
Keller (1993) also argues that brand value – is a state of consumer, when brand is wellknown
for him and he divides brands into the favorite, strongest and unique.
Studies of brand value from a consumer perspective seek to clarify how the brand
awareness influences the consumer reaction to a particular brand marketing solutions.
Brand value from the consumer's point of view can be named as positive and negative.
Positive brand value is the value, when product with recognized brand and its marketing
decisions are valued more favorably than a product with not recognized brand. Negative
brand value is the value, when consumers recognize brand, but their reaction to marketing
decisions is not very favorable (Kotler, Keller, 2007).
According Urbanskiene and Vaitkiene (2006), brand value for the consumers is formed
when the consumers’ response to marketing decisions vary depending on their awareness
of the brand. Differences in the reaction depend on the extent to which consumers know
the brand, how they value the friendliness and uniqueness of brand associations, and also
depend on the evaluation of the marketing activities.
2.2. The creation of brand value for the customer
Keller (2003) suggest that companies, seeking to create a strong brand value, should
answer two basic questions: What makes a brand strong? How to create a strong brand?
Creating of the strong brand can be defined as a sequence of steps, each of which is based
on the success of the previous one. The first step is the creation of the brand identity and
brand associations, related to specific product or service category or customer needs. In
the second stage it is necessary to firmly establish brand meaning in the minds of buyers,
strategically linking a number of tangible and intangible brand associations. The third
step – the creation of the desirable consumer’s response to the brand identity and brand
meaning (brand responses). In the last stage the reaction to the brand must be converted
into strong, active, loyal relationships between the brand and its customers (brand
relationships).
These steps may be conveyed through the set of four main questions that buyers
constantly ask about the brand:
• Who are you? (brand identity)
• How are you? (brand value)
• What do I think or feel about you? (reaction to the brand)
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• What is the relationship we have in common? (relations with the brand)
Brand value can not be built until its identity is established. Favorable response is
possible only when the appropriate value is created. The relations can not be built until
the appropriate reaction is elicited. In order to build strong relationships the sense
dimensions can be of the great help. Senses can help to create a brand that would be
recognized by more and more customers. Consequently the brand will be stronger and
more valuable.
2.3. Senese aspect in creation of brand value
According to Kotler and Keller (2007), in order to distinguish the brand from its
competitors, it’s important to give him additional value. The main benefits of the brand
are awareness and confidence for the consumer that he buys constant quality products that
can satisfy his needs (Chernatony, 2001).
The majority of marketing professionals are working in the two-dimensional world and
only sometimes they dare to enter into a wider universe, in which they exploit all five
senses (images, sound, hearing, taste, touch). These five senses and their importance to
brand value creation process are emphasized by the concept of marketing of senses.
These marketing issues are analyzed by Lindstrom (2008), Valenti, Riviere (2008),
Rieunier (2002) and others. Marketing of senses is a business concept, which has received
attention only a few decades ago.
Kotler (1973) acknowledged the progress of business thought and also found that
consumers perceive the purchase decision more than just acquisition of a product or
service. He also presented the product concept and definition of the atmosphere,
indicating that the packaging, advertising, warranties, service, financing, courtesy,
images, as well as the location of the products in the stage from buying to the
consumption is of the critical importance. He argues that the environment around the
product, in some cases is almost of the same importance as the main product. Many other
scientists (Bitner (1986), Donovan, Rossiter, Marcoolyn and Nesdale (1994), Chebat and
Michon (2003)) also state that environment around the product is important, because it is
a marketing tool with the help of which the client's feelings are stimulated.
Marketing of senses is defined as the number of actions controlled by the manufacturer
and / or seller, in order to achieve a specific product or service environment within the
same product or through another means of communication. Other authors marketing of
senses defined as “marketing approach by the stimulation of procurement and making
relations between the brand and its customers thanks to the five senses as part of the
stimulating action of products, distribution and communication”.
Thus, to some extent, it can be argued that marketing of senses tries to fill gaps in
traditional marketing, focusing on rational elements of the product and services. Solomon

(2005) argues that senses are a sort of “automatic responses”, which are created by
sensory receptors (eyes, ears, nose, mouth and skin), after exposure to various stimuli
such as light, color, sound, smell or texture.
Sensation is a fundamental part of humanity, which can not be avoided. It is very
important that all senses can develop common feelings for a cohesive whole, thus
ensuring a synergy between all elements of the brand. By using all human senses brand
acquires certain associations, companies have more benefits, while also the company's
sales and profitability increase. When more and more consumers recognize the company's
product symbol, the brand becomes stronger and more valuable. The authors argue that
the use of senses is an effective tool to improve the company's operations by managing all
the customer's feelings. It is very important for the brand to have an impact on the senses
as much as possible.
Thus, the main sense dimensions are – image, sound, smell, taste and touch (Rieunier,
2002). Color and shape mostly affects visual sensation. Company's brand awareness,
relevance and absorbing increases by selecting the right color and design form for
product. Auditory sensation is affected by sound where the main dimensions such as the
music and language can be distinguished. The use of sound in the sales place is a great
opportunity to influence consumers at the crucial moment. Thanks to him, the brand
acquires certain associations; companies have greater benefits, because well-selected
music increases companies’ sales and consequently the profitability. Smells influence our
thoughts, emotions and feelings. Seeking to affect consumers, the sweet, relaxing smells,
raising the mood, refreshing, pleasantly relaxing as well as some of them increasing
customers’ willingness to buy, are mainly used. Smell and taste also called chemical
elements, because both of them can taste the environment. They are closely linked with
each other. These two senses are very important for the brand, in order to affect consumer
through memories and associations. In case of tactile sensitivity the most important
aspects are texture, temperature and weight. Feeling of touching the brand also makes a
significant contribution to the quality that we assign to the product. Development of the
brand request to focus not on one of the five human senses, but through more than one
human sense it is possible to create a unique, beloved brand, which creates consumers
sense and thus increase the affection and loyalty to the brand.
Marketing of senses is a profound and complex concept as it relates to consumers'
unconscious: their perception, feelings and taste. This awareness allows to control
environmental factors. Therefore, the problem of this paper deals with increasing brand
value by the help of senses: How to increase brand value through the senses? How the
senses affect consumers’ choice?
3. THE THEORETICAL GENERALIZATION OF LINKS BETWEEN BRAND
VALUE AND SENSES
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As already mentioned in the previous section, Keller (2003) pyramid of brand value
creation consists of four steps (6 blocks) (Fig. 1). The first step of creating brand identity
and brand associations refers to specific product or service category or customer needs.
Here are formed the foundation of pyramid by developing brand value. In the second step
brand meaning in the minds of customers is created, strategically linking a number of
obvious and intangible brand associations, which can be divided into two parts: the
functionality of the brand and brand image. However, in order to reveal consumers'
emotions, as mentioned above, one should lead to the pyramid on the right side. Thus, the
brand image is what people think about brand in theory, rather than the brand really is.
This is a very important feature of the brand, which reveals how the brand satisfies the
consumers' psychological and social needs. The objective of third step is to induce the
desirable reaction of consumers to the brand identity and brand value creation. In the right
side we see consumers’ senses and emotions block. According to Keller (2003), brand
feelings are emotional responses and reactions of customers by feeling respect for the
brand. These feelings can be gentle and strong, positive and negative. All the emotions of
each consumer tend to be displayed differently depending on the brand, with which they
are associated, i.e. at the moment when consumer thinks about certain brand. In order to
explain the consumers' feelings and emotions block in detail, Keller (2003) also identifies
certain sub-dimensions: sincerity, security, empathy, safety, social recognition and selfesteem
(Fig. 1).
So, block of consumer feelings and emotions in Kellers’ (2003) brand value creation
pyramid can be associated with a block of Lavidge and Steiner (1961) presenting the
model of emotional impact. Lavidge and Steiner model is one of the first, which included
the emotions, and argued that emotions are consequence of our thoughts. In this model
three levels of advertising exposure are distinguished: cognitive (mind field), conative
(motives, conduct field) and effective (emotional domain) (Fig. 1). Early model of
emotional impact shows that contemplation of information leads to feelings, which form
or change the approach to product, and as the final stage, creates the desire to buy.
After the analysis of scientific literature, it can be argued that the modern theory of
branding by senses suggest, that emotions influence consumer buying decisions. Feelings
that are affected by the five senses also increase brand value to the comsumer. Based on
an early model of the emotional impact, the modern model of emotional impac is
presented (Fig. 1). The model contains the main sensory dimensions – image, sound,
smell, taste, touch, which causes certain feelings, emotions, and these form a brand image
to consumers. The feelings influenced by five human senses affect people thinking,
attitudes, and later influence their decisions. Impact of all these senses can create a strong
brand and distinguish the brand over its competitors, thereby increasing customer loyalty
and brand value. The more senses are used to the brand, the stronger it will be and the
greater its value. For each sense the particular stimuli are distinguished, that influence
each sense independently.
Image stimulus may be color, light, form, space, variety of designs and ads.
Sound stimulus may be background, language, communication, music and silence.
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The main smell stimuli are artificial and natural flavors. The use of these scents can
manage the emotions and feelings. They determinate consumers’ choice, evoking
memories, images, sensations and the certain associations, affect our mood and behavior.
Taste stimulus is the product composition. In order to influence consumer through
memories and associations, it is important to give the taste sensation for the brand.
Tactile stimuli may be the form, temperature, material and weight. Thanks to these
stimuli the brand obtains on additional clues, which can differentiate and result in the
leadership impression.
Figure-1: The model of the link between brand value and sense dimensions
Rational
route
Decision
Image Sound Smell Taste Touch
Colour
Light
Form
Space
Designs
Ads
Judgments
Brand
performance
Feelings
Resonance
Salience
Feelings
Background
Language
Communication
Music
Silence
Brand
imagery
Conscious thinking
Emotional
route
Artificial flavour
Natural flavour
Attitude
Product
composition
Form
Temperature
Material
Weight
Source: prepared according Keller: 2003; Lavidge, Steiner: 1961; Lindstrom: 2008;
Valenti, Riviere: 2008; Celier: 2004; Arnoud, Price, Zinkhan: 2004; Milliman: 1986;
Areni, Kim: 1993; Roballey: 1985; Gobe: 2001.
Thus, basing on Kellers’ (2003) pyramid of brand value creation and contemporary
emotional impact model (Lavidge, Steiner, 1961), the link between brand value and sense
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dimensions are being revealed. In Kellers’ pyramid of brand value creation, one of the
blocks includes the feelings and emotions, which are revealed by reaching the third step,
going up in the right side of pyramid. Brand sense are the emotional reaction and
response of customers, when they feel respect for the brand. To explain these feelings the
following dimensions such as sincerity, security, empathy, safety, social recognition and
self-esteem are distinguished. This block of the pyramid (feelings and emotions of
consumers) is related to Ladviges’ and Steiners’ (1961) model of emotional impact. On
basis of this model it is possible to reveal the impact of sense dimensions (image, sound,
smell, taste, touch) on the consumers’ feelings and emotions. It has been shown, that
these dimensions are caused by certain feelings, emotions, and these are forming a brand
image for consumers. It can be argued, that the more senses are used for the brand, the
stronger it will be and the greater its value.
The use of sense dimensions is possible in a number of marketing activities – in brand
image formation, as well as in improving relationships between consumers and the
company. In summary it can be stated, that this is an effective mean, improving
company's activities and managing consumers’ senses.
4. CONCLUSIONS
Following scientific literature analysis, it is possible to make the following conclusions:
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• Main sense dimensions are image, sound, smell, taste and touch. Visual
senses mostly are affected by the color and shape. Company's brand
awareness, relevance and absorbing increase by selecting the right color and
design form for product. Auditory sensation is sound where the main
dimensions are music and language. The use of sound at the sales place is a
great opportunity to influence consumers at the crucial moment. Smell and
taste are closely linked with each other. These two senses are very important
for the brand, in order to affect consumer through memories and associations.
Seeking to affect consumers, the sweet, relaxing smells, raising the mood,
refreshing, pleasantly relaxing as well as some of them increasing customers’
willingness to buy, are mainly used. In the case of tactile sensitivity the
important aspects are texture, temperature and weight. Feeling of touching
the brand also makes a significant contribution to the quality that we assign
to the product. Development of the brand request to focus not on one of the
five human senses, but through more than one human sense it is possible to
create a unique, beloved brand, which create consumers sense and thus
increase the affection and loyalty to the brand.
• The human senses are subconscious, and therefore consumer behaviour
depends on perception and interpretation of senses. Senses are a fundamental

part of humanity, which can not be avoided. More and more companies are
using senses in a brand creation process, these help create brand value for the
consumer, i.e. smell allows smelling brand, specially shaped items are
created. Then brands are barely recognizable by touching and with closed
eyes. The exclusive colors or unique melody, which describes the brand also
are employed. By using five human senses, it is more possible to create a
long-term relationship with the customer, than using only one or two – video
and audio senses.
• The link between brand value and sense dimensions are revealed on the basis
of brand value creation pyramid and contemporary emotional impact model.
One of brand value creation pyramids’ blocks include consumers’ feelings
and emotions, these are revealed in the third step. Brand sense – the
emotional reaction and response of customers, when they feel respect for the
brand. To explain these feelings the following dimensions such as sincerity,
security, empathy, safety, social recognition and self-esteem are
distinguished. This block of the pyramid (consumer's feelings and emotions)
is associated with modern model of emotional impact, which reflects the five
sense dimensions – image, sound, smell, taste, touch. These dimensions are
caused by certain feelings, emotions, and these are forming a brand image for
consumers. The more senses are used for the brand, the stronger it will be and
the greater its value.
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