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4 • 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 5
Page 1 and 2: THE LINK BETWEEN BRAND VALUE AND SE
Page 3: Marketing Science Institute defines
Page 7 and 8: The main smell stimuli are artifici
Page 9 and 10: part of humanity, which can not be

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