B2 – Upper Intermediate
Have you ever walked into a store and instantly felt a unique aroma that just screams, ‘This is the place.’? That’s the magic of scent branding.
Scent branding is not just about smelling nice. It’s a powerful tool in the industry that taps into the psychology of our olfactory senses. Companies use carefully crafted scents to create memorable experiences, trigger emotions, and build strong brand connections.
Watch this video and explore how scent branding works, its impact on consumer behavior, and how businesses leverage the power of fragrances to enhance their brand identity. Be able to answer the questions that follow.
- What does “touch point” mean? “Scent marketing is the idea of using scent and incorporating to all the touch points of the customer experience.” Use this term in a sentence.
- Explain “scentscaping“. “For example, museums have used “scentscaping” to intensify their exhibits.” Use the word in sentence.
- What does the term “billboard scenting” mean? “Abercrombie and Fitch or Hollister stores are most extreme form of scent marketing called “billboard scenting.” Make a sentence using the expression.
Discussion Questions:
- What is your personal experience with encountering scent branding in various places, and how did it impact your perception of those spaces?
- Do you believe that scent branding is a genuine and effective method for businesses to establish a unique brand identity? Why or why not?
- In your opinion, should businesses invest more in scent branding or focus on traditional branding methods? What factors contribute to your viewpoint?
- How ethical do you find the use of scent in marketing, especially when it comes to influencing consumer behavior? Are there any boundaries that businesses should adhere to?
- Considering the potential impact of scent on emotions and memories, how might scent branding be used in non-commercial spaces, such as healthcare environments or educational institutions?