The impacts of the brand smash in sensory marketing on brand value- a case study on Coca-Cola

Considering the notion of brand value, the brand is a key factor in marketing. In the past, most companies used audiovisual stimuli to distinguish their brands from their competitors. Now companies are working hard to achieve some degree of differentiation from their competitors, using five senses (taste, smell, sight, touch, and hearing). This phenomenon is called sensory branding, which helps the company to distinguish its brand products from its competitors. The purpose of sensory marking is to create a five-dimensional experience for the consumer and to use all five senses at the same time. In sensory marketing, when we consider the companies where five senses are used simultaneously, it is seen that there are very few companies to have achieved this. Coca-Cola is one of the companies which accomplished to increase its brand value through five sensory marketing in the world. Therefore, in this study, an experimental test and survey were applied to students enrolled in Vakıf University in Mersin during the 2018 - 2019 academic years. Sixty- three (63) survey data collected from the students were analyzed through SPSS 22 program. In the analysis of the data, various descriptive statistics such as frequency distributions, mean, standard deviation, as well as reliability analyzes were applied. In consequence of this experiment and the survey, it was understood that Coca- Cola efficiently used five sensory marketing in sensory marketing and created a superior brand value.