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The Function of Smell Markers in Marketing and Branding

Summary/Abstract: Scents and olfactory perception and communication have become a neglected field of interest among the studies concerning the communication of the senses – a highly irresponsible omission, giving up one of the most influential senses, the keeper of ancient codes, driver of partner selection, in-group belonging, as well as of identity creating processes, and one of the most efficient marketing and branding tools. The article offers an overview of the role of olfactory communication in branding by scent, revealing some outstanding examples from the recent past.

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