In the brand management a corporate scent is increasingly important. In addition to the traditional elements, corporate design and corporate identity, the major brand agencies working with the elements of corporate sound and corporate scent. Brand agencies aiming to increase brand loyalty, emotionalize more and utilize the positive effects of essences.
Thus the brand futurist Martin Lindström in a joint study with Millward Brown global market research, 2005, notes that:
„Smelling is by 45% the second important sensory perception.“
In addition, Lindström assumes, that the big brands in the world, will integrate fragrances in to their multi sensual marketing.