The five senses are the physiological capability that provides inputs for perception in organisms. These senses and their theory, classification and operation are overlapping the variety of studied topics in diversified fields. The branding of the five senses has experienced a wide variety of changes since 1960 thorough explanation of various theories. The branding has affected the branding management which is an essential component in today marketing (Thomas, Hutt & Michael, 2004, 16).
Seeing or vision refers to the eyes ability to detect and focus of the light visibility on retinas photoreceptors. The branding of an eye has experienced a wide range of theories since 1960 on which various terms have been associated with it. Generally, it generates electrical nerve impulses for varying brightness, colors and hues whereby the rods and cones are involved in the color and light sensitivity of the brand. In 1985 seeing was branded as a process whereby an eye actively participates in visionary acts sending the message to brain for review. The branding of hearing was most prominent in 1991 when Ramachandran Vilayanur, a professor of University of California, San Diego in neuroscience points out that hearing is a good rule of thumb in our sunlight world. There was some disagreement on this sense as to whether this constitutes to other planets as it collaborates with the other one, two or three senses. Neuroanatomists have come up with various perceptions on the theories that have taken place in defining the hearing concept and its influence from the brain. A drink company took its gin and repackaged it in a transparent glass for the consumers to see the rich combination of its ingredients (Lindstrom & Martin, 2007, 49). The move to repackage was later followed by big portfolio of advertisement which highly focused on the colorful flavors as well as aromas to convey the sense of smell.
Hearing is the sense of sound perception also called audition which is hearing is all about vibration. Hearing has experienced a considerable occasional branding over the past 50 years with the most prominent occasion in early 1988 when a discovery on mechanoreceptors was further elaborated. The mechanoreceptors generally convert the motion into electrical nerve pulses in the inner ear. The branding of the hearing occurred consequently in 1990 and 2002 when the sound propagation was further elaborated in alignment to the vibration. This was branded as the mechanical sense. Hearing was also branded with the deafness as the inability to hear (Rius, Puig, & Parramón, 1985, 38).
Taste is among the most traditionally branded among the five senses which refers to capacity of flavor detection of substances such as poisons, food, etc. Taste has been branded on several occasions since 1950 whereby everyone posses his or her own taste of anything. The major focus was on 2007 when the neuromarketing branded taste as everyone’s flavor. It is a sense that allows the cognitive ability to differentiate one product from the other among the wide range of similar or different commodities (Dwyer, Robert & Tanner, 2003, 57).
Smell is another member of the five senses, initially branded as an olfaction. In 1975, it was branded as a chemical sense whereby various organs of the body react whenever this sense occurs. In 2009, the study of this sense was extended to hundreds of olfactory receptors each requisition to a meticulous molecular feature (Clegg, 2011, 23).
Touch is an important part of organism as it creates is a perception in the body from activation of neural receptors. Branding of the touch has been defined by various scientists and medical experts in exerting more meaning to the sense of touch. The touch sense was once branded as tactician in 1989 by one spectacular application of Robert Knight neurotesting. Over the last 50 years, the branding of touch was most prominent in 2009 when it was branded as mechanoreceptor. Itching was branded to the touch sense in 1991 which was caused by the allergies and insect bites (Michael, Earl Dwight & Pitt 2010, 14).
Effects of Sense branding on Brand Management
The branding of the five senses has greatly affected the brand management whereby consideration has to take place in every branding concept of any product or service. Basically people sense some of the stimuli confronted in the day to day lives which suggests that thinking of like sorting machine. Essentially people tends to attend to a variety of stimulations sorting through out for their relevancy and deciding their actions. This creates a lot of brand experiences possibly traversed in a fundamentally unconscious and inattentive way. In the brand management theory, there is an accumulation of brand experiences in human brains whereby constantly shifting of the shape is experienced in relation to each brand. The marketers in brand management initiates the intervention into this landscape in efforts of controlling and managing the brand shape that is taking place in the minds of the people. A wide range of ethical dilemmas of branding the senses has occurred on the implementation of regulations protecting consumers. The conscious and unconsciousness in the branding has taken effect in various occasions whereby the senses fully of particularly satisfies the consumers expectation on particular branding of the sense.
The ethical dilemmas questions occur due to the renewed interests of the marketers in a sense branding idea that a high percentage human brain is unconsciously buried. The brand management theory underpins the natural interests in the branding methods whereby the quantities and the qualitative factors derivatives are highly invoked. This creates a question about the ethical nature of the true motivations that triggers the purchase of the brands. The truth of the matter is the sense branding is just impressionistic and unreliable to the brand itself.
Branding the sense occurs in different levels and differs from one country to another across the globe. There diversification in cultures creates the difference in branding the senses between countries while the different cultural practices differs from one culture to another. The level of branding the sense is highly dependent on the perception of that particular brand in certain country or culture. Some cultures values some senses more than others creating more emphasis upon them. In some countries, the values and practices are aligned to some of the five senses therefore the branding is reflected on how much the sense valued is. Essentially social and religious beliefs also determine the branding of the sense which differs from country to country and culture to cultures. Branding the sense of sight in the African culture is highly valued as it is among the most important aspect of the human being. The branding value is aligned to the level of the overall capability whereby many perceives particular senses as more fundamental than others. The drinks producers have built a wide variety of sensory cues into communicating the brand to the consumers