How to Protect the Scent of Your Brand

Posted by on Jan 3, 2014

How to Protect the Scent of Your Brand

In a world saturated with advertisements and audio-visual messages, it is necessary to create new ways of impacting and positioning a brand. Using the human sense of smell to that end may be highly effective considering 75 % of sensations that affect human being come from this sense.

The sense of smell is the most sensitive of the senses and maybe the most difficult to develop at a commercial level, but it is also the sense most linked to emotions and memories. Human being has over 10 million odour detecting cells that allow more than 4000 different odours to be recognized, which is why the capacity of memorizing odours is greater than that for images. People can remember smells with 65% accuracy after a year, while visual recall is about 50% after three months.

Therefore, incorporating the smell in a brand strategy allows a deeper emotional link to be built up with consumers.

The growing trend of traditional trademarks towards creating a sensory experience on consumers and the rapid development and proliferation of sensory marketing techniques are generating an increasing need in the market to be able to protect and defend the singularity of those products for which the scent is a differential characteristic.

This applies both to those cases in which the scent has acquired distinctive capacity and allows consumers to identify the branded product to which it is applied, and to those cases in which the scent is a determining factor in selection and purchase processes, as may be the case of some categories such as fabric softeners, shower-bath gels, deodorants, etc.

Therefore, when the scent applied to a product becomes an important component within its brand strategy, it is indispensable to have tools that allow it to be protected and defended. But, how can these be done?

Aimed to help brands to protect and defend their own characteristic scents, GESCOM in conjunction with ODOURNET have developed a methodological process that allows an odour to be protected and defended against any possible imitation act that can lead to confusion and/or association between products or company origins.

The methodological process developed takes into consideration the complementarity of the sensitive human sense of smell and robust instrumental techniques, widely used and accepted in the field of olfactometry. This process allows a scent to be characterized in a complete and one-to-one manner obtaining a clear, precise, objective and durable graphic representation of it.

The characterization of a scent makes it possible to compare it with any other that may be in conflict and to establish and quantify, in an instrumental and sensory manner, the degree of similarity existing between the scents compared, as well as whether or not this similarity may cause confusion and/or association among consumers.

The Comparative Analysis between two scents provides rigorous criteria and reliable and reproducible results and can be provided as expert report in unfair competition conflicts, complementing an analysis relating to the Design and Identification Systems applied to the packaging or market research.

Should you require any further information, please do not hesitate to contact us.