Sensory Marketing from the Perspective of a Support Tool for Building Brand Value

A brand is one way to distinguish products from each other, while simplifying consumers’ decisions in choosing an appropriate product. Brand building is not just about design but also strategy, which is even more important in the process. The result of brand building is the potential to represent a certain value for the company. However, sustaining and improving a brand’s position in the market is not a simple process in the current competitive environment. Therefore, there is scope for application of new marketing strategies such as sensory marketing. Sensory marketing represents a way for companies to influence consumers’ senses (sight, hearing, smell, touch, taste) and evoke the emotions affecting their buying behaviour and perceptions of the product or brand. The aim of the article is to provide a literature review on the issue from several foreign and domestic authors. It discusses the essence of a brand, brand value, sensory marketing and also analyses its use as a support tool for building brand value in practice through secondary research data. Based on this, in conclusion, the authors highlight the benefits of using sensory marketing for building brand value, including ensuring loyalty of standing customers as well as gaining new ones, building a successful brand and positive perception of the brand and product by users

The Customer Contentment with Products and Services in Telecommunications Sector in the Slovak Republic

Communication is very important for people. Means of communication are constantly increasing and new forms, and ways of communication are developing because of technological innovations. The paper is focused on a part of the marketing research of customers´ contentment and their preferences in order to determine their requirements and preferences in the field of mobile and data services of mobile operators. Results and conclusions of this paper should help mobile operators to identify customers´ needs and allow to customize their service offers. The level of competition in the selected market is relatively low, despite the fact that it is growing nowadays. The first part of the paper focuses on the theoretical basis of customer satisfaction in the telecommunications market and the second part on preferences survey and customers´ contentment in the market and its evaluation results