A Scent-marketing Based Research On Brand Innovation Design

Odour as the marketing tool of an ancient,"Wine is not afraid of deep alley" for thisreason. But the smell marketing theory is with the emergence of experience economy. Nowmarketing more and more attention on the "smell" of consumers, not only because scientistshave proved that the forerunner of the "visual" point of view is wrong, but smell thesuccessful practice of marketing, to merchants brought in big profits. Because of therestriction of scientific development, however, so far, human beings haven’t accurate grasp ofolfactory function mechanism. Olfactory senses compared with other sensory (visual,listening, etc.) are more complex, it with human emotion, memory and behavior are linkedcannot be ignored. And therefore the application of smell only stay in the marketing level, Irefer to some scholars or enterprise will its brand associated with abstract but is tasted, littlein-depth research, more not form a complete theoretical system.CIS theory following has been created in the1950s, many companies have benefited.However, in the current competitive environment, companies still want to build brand imagevisual symbols, is no longer possible. At present, the success of many companies olfactorymarketing practice is a good opportunity for the development of the CIS theory, the subject ofstudy in this context.The author through the literature research and interdisciplinary research, in the case oflimited data, the system based on the theory of visual image recognition system of exploratory“Scent Identity System theory is put forward. System, sorting, summed up the concept ofscent marks and classification; Especially through the study of cognitive processes and smellsmell with emotion, memory, behavior, and visual and olfactory implicit connection, putsforward the methods and processe of Scent image design; Again by Gottfried, Dolan acrossthe Coss–Modal and professor Calvert’s vision-scent "experiment" as the theoretical basis,design the "brand Image-Odour" cognitive experiment, the smell is used as the Corporateimage design.In order to verify and detail the methods and processes of the author’s scent image design,this study is "IKEA" preliminary empirical research. First of all, based on Aaker Model"IKEA" brand personality measurement; Second in sensory integration mode and the "visual-scent" experiment as the theoretical basis, to lexical hypothesis, control experiment and theLikert scale is methodology, design and implementation of brand image cognitionexperiments together with the fragrance. The ultimate success of “IKEA” scent image "odourfactor" provides a basis for the design and development of the scent marks. Also earlyevidence of the feasibility of the “BO-O”tools.This topic is exploratory research not seek theoretical point of view everything, but tostart a discussion. The results of this study provide guidance and reference for the designpractice and follow-up studies.