Formation of Brand Image via Sensory Marketing Tools
Ekaterina A. Osintseva –Student, Applied Informatics Department, Liberal Arts University – University for Humanities (Ekaterinburg)., Natal’ya V. Khmelkova –Doctor of Economics, Associate Professor, Head of Economics and Informatization Chair, Liberal Arts University – University for Humanities (Ekaterinburg).Year: 2016
journal: Vestnik GU 2016 part 2
UDK: 339.18
Pages: 8-17
Language: russian
Section: Economics
Keywords: brand, sensory branding, sensogram.
Abstract
The authors investigate the problem of brand formation in the context of the sensory branding concept. The content and tools of sensory marketing are considered via their basic elements. The results of the author's research of brand formation with the help of tool sensory marketing are presented on the example of fast food restaurants.
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