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Institutional Approach of Multisensory Brand Development


Ekaterina Drobysheva
(about the author)

Drobysheva Ekaterina Aleksandrovna – Postgraduate Student, Institute of Economy of Ural Department of Russian Academy of Science, Senior Lecturer, Chair of Management and Marketing, Perm National Research Polytechnic University

Published in:
Creative Economy
– № 3 / March, 2012



Keywords: competition, consumer psychology, goods and service market, institutional method, multisensory brand, sensory branding


Citation:
Ekaterina Drobysheva (2012). Institutional Approach of Multisensory Brand Development. Creative Economy, 6(3), 27-33. — url: http://bgscience.ru/com/lib/800


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Abstract:

Important branding direction, viz. sensory branding, developed by Martin Lindstrom is considered. Sensory branding means management of multisensory brand. Most of the focus is on multisensory brand method development, which based on institutional approach.







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