Scent Design For Brand Identity

With the increasingly fierce competition of product homogeneity,brand has become one of the ways to enhance the competitiveness of enterprises.As the carrier of enterprise spirit,brand is the main bridge to establish communication and loyalty between users.Nowadays,enterprises are also aware of the importance of brand image,mostly from the visual perspective to enhance brand identification.With the development of user experience,brand image with visual dimension can no longer satisfy users,so it is necessary to enhance brand recognition from multiple senses.This paper tries to increase the brand image of olfactory dimension on the basis of visual brand image to enhance the competitiveness and recognition of enterprises.Through the research of brand image,brand identification,cognitive psychology,brand marketing and other interdisciplinary subjects.From the psychological point of view,the influence of olfaction on human behavior and memory is analyzed.The application status of odor and the extraction method of brand intention adjectives are understood through brand and marketing,which provides a theoretical basis for olfaction recognition.Semantic difference method and user survey were used to extract and screen brand intentional adjectives;S-O-R cognitive model was used to establish the relationship between smell and odor;odor was designed and optimized according to odor classification and volatilization characteristics.This paper tries to construct the relationship model between brand and odor by using relevant theories,and then analyses and applies it from the perspective of enterprises and users,and obtains the odor elements with brand intention.And the proportion and investigation of the odor were carried out to get the final odor design in line with the brand.And verify the brand of Jiuyang,get the same smell as the brand image of Jiuyang,improve the brand recognition,increase the brand smell experience.