Sensory Marketing in Creating a Positive Image of an Enterprise

Abstract

The purpose of the article is to substantiate sensory marketing as an effective tool for forming a positive image of an enterprise, based on a systemic impact on the emotional and subconscious perception of the consumer. The object of the study is the process of building an image of an enterprise through sensory interaction in the field of marketing communications. The article characterizes and substantiates the essence of sensory marketing as an effective tool for forming a positive image of an enterprise in the conditions of growing competition, digitalization and changing consumer behavioral patterns. It has been established that it is emotional interaction, based on the impact on visual, auditory, tactile, gustatory and olfactory channels of perception, that contributes to the formation of a stable associative attachment to the brand. It is determined that sensory marketing allows you to create a unique space of impressions that cannot be reproduced by means of classical marketing, which determines its strategic importance in the formation of a long-term positive image of the enterprise. Four essential principles of sensory marketing are characterized: the integrity of sensory interaction, the role of perception in consumer behavior, emotional identification with the brand and intangible consolidation of the image. It is proven that it is at the subconscious level that decisions about choice are made, and therefore, the image of the enterprise is formed to a large extent through emotional and sensory experience. The main tasks of sensory marketing are also determined: forming a first impression, strengthening recognition, maintaining an emotional connection and creating a unique environment. It is substantiated that the effective implementation of sensory marketing requires integration with digital tools and knowledge of behavioral economics. The results of the study can be used in strategic brand management, service design, marketing communications and the formation of customer-oriented spaces. The directions of further scientific research related to multisensory design, emotional analytics and creation of innovative corporate image in the digital age are outlined.