Analysis of olfactory levels in sensory branding according to demographic characteristics

Branding is an activity that has existed since the beginning of trade in human history. This activity creates semantic locks alongside the marking of a product or service. These locks serve as a guarantee that the general perception of the product or service will remain consistent. The concept of a guarantee can become one of the stimuli that influence whether a product or service is chosen again or not, and this is a result of users' experiences. Today, these signs have become a key component that helps distinguish brands from each other in the face of increasing competition. Therefore, brands focus not only on the functionality and features of products or services but also on establishing psychological and emotional connections with stakeholders and consumers. The need for diversification of semantic signs used to distinguish brands from one another has emerged. It can be said that the signs used by many brands today no longer create a major difference. We can think of the visual elements that a brand uses to mark itself as the brand's attire. However, when considering today's conditions, it is open to debate how effectively visual elements contribute to making brands different, distinguishable, advantageous in competitive environments, and capable of creating an image. In other words, although the fact that all brands have attire may reduce the distinctiveness of having it, its necessity is undeniable. From this perspective, it can be said that a branding system composed solely of visual elements does not sufficiently serve the fundamental purposes of branding. At this point, many brands have turned to leave signatures that appeal to different sensory areas alongside visual elements. Sensory branding practices, which have been frequently applied in recent years, have therefore come to the forefront. Within the framework of these practices, through the scent associated with brands, organizations have gained a new and impactful sensory domain. Olfactory branding practices offer many advantages compared to visual identity efforts. The fact that smell is the strongest type of memory we possess, its ability to trigger emotional changes, and its effect on creating an image according to its notes and types, make scent an important element for sensory branding. Through the scent associated with brands, organizations have gained a new and powerful sensory domain. In this context, the effects of this newly used domain, frequently utilized in branding strategies, on stakeholder groups according to demographic characteristics have been examined. Keywords: Branding, Sensory Branding, Olfactory Branding, Senses, Perception, Demographic Groups