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1、brand through the concept ofequity. This subject is important because it brings to the foreground a new perspective on the concepts analyzed by other authors, on the sensory segment and its impact （in terms of consumer behavior and experience）, on the subsequent attributes forbrandsat the level of n

2、otoriety, quality and other aspects that buildequity. The research analyses some important aspects for this study, like the degree of knowledge on the local market of the mainof the coffee shops to go; the coffee to gos frequency of consumption; perception of sensory factors, consumer experience and

3、among consumers.Keywords:equity; sensory branding; customer experience; sensory factors; coffee shops to go.IntroductionIn the last decade, global society has been put in front of moments that have fundamentally marked the concept of branding or advertising in the online environment. Since 1990 the

4、online advertising environment has developed with a fast growth, with effects in nowadays virtual reality. Indeed, today we are not just talking about consumer products. Today we are increasingly confronted with whatmeans and how it can last for a long time. Until recently, we noticed a rather rudim

5、entary routine in the relationship between consumer,brand, and company. However, between them, the complementarity relationship helps theto differentiate itself from the others, and the consumer is more attached to it. On the other hand, the main companies have been and are always interested in inno

6、vating and looking for efficient and secure solutions in improvement process of products, so that the consumer always stays in the products market segment.Thebrands power from start-up to recognition gained over time is reflected in high sales figures, being a significant detachment from the competi

7、tion. On the other hand, the branding process helps to define and develop the concept offrom a dual perspective - one at the level of consumer （behavior and attachment to the preferredor the intention to prefer abrand） and the other at the level of company （here is mainly the financial and economic

8、objectives）. Returning to the branding process, the latter helpsto develop through a process of creating the differences between two or morein the same market segment. Thus, through this concept, we observe those values added to the product or servicebrand, all of these being marketing activities.Li

9、terature reviewBrandequityThere are many definitions of theconcept, each of them focuses on one meaning or another. Among the many, the most widely accepted definition is Aaker （1991）: a package of assets and liabilities assigned to a（linked to a name, logo, etc.） that adds or decreases the value pr

10、ovided by a product or a service to the consumer. In short,represents a set of knowledge, perceptions and consumer behaviors that create market demand for abrand.The multitude of these assets and liabilities in Aakers （1991） vision is highlighted and analyzed from the perspective of some central ele

11、ments: loyalty,brandrecognition （awareness）, perceived quality,association with perceived quality, otherassets.can be constructed and analyzed from two perspectives. On the one hand, from the point of view of the consumer, through the multitude of reactions which he has to a particular（product and/o

12、r service） - recognition, association, perceived quality, etc. On the other hand, the concept can be contextualized from the business perspective of companies. Here we discuss communication strategies and innovation level on the product line （product or service prototype, production line, distributi

13、on line or after-sales activities） or at the business level as a whole.The consumer-brandrelationship has always had on the forefront this analyzing of the evolution of companies in the process of creating, growing and supportingbrands. To talk about the process of creating a strongeror supporting i

14、t in the competitive market segment, we must take into account the strategies used. From the point of view of these, in the process ofequitysbuilding, we can see a lot of strategies to create or support this process. All these processes and strategies have a role in creating and shaping the consumer

15、-brand-market relationship, multiple relationships where each component supports each other to define the degree of interdependence between them.Sensory brandingSensory marketing, schematically illustrated in Figure 1, can be defined as that marketing that involves consumers senses and affects their

16、 perception, judgments, and behavior. From a managerial perspective, sensory marketing can be used to create subconscious triggers that define the consumers perception of products abstract notions （it is the sophisticated product, is the high-quality product, is the stylish product, is the modern pr

17、oduct）. From the perspective of research, sensory marketing involves an understanding of sensations and perceptions with application to consumer behavior （Krishna, 2012）.signs are external obvious elements such as logo, name, colors, signature, fonts, images, promotions, design, distribution channel

18、s, tactile elements, sound effects, etc. A good signal of branding makes promise made by theidea. So theis the idea, while branding consists of conveying this idea （Adamson, 2009）.Some of thesigns have been exploited excessively by companies, which has led to a reduction in their effect over time. T

19、hat is why other ways to attract customers attention must be used today. The solution developed by one of the most distinguished branding experts, Martin Lindstrom, is that of the sensory- a new vision whose emotional basis is based on athat will become a sensory experience.All the communication tec

20、hniques used today have one thing in common: they are based on two senses - sight and hearing, completely ignoring the fact that human beings still have three senses. So in order to have a viable future,will have to incorporate a platform - a program that integrates the five senses. Thus, the constr

21、uction of the futurewill move from a bi sensorial approach to a multi-sensory one （Lindstrom, 2009）. Thus, the 5 fundamental senses are visual, auditory, tactile, taste, smell. All these senses are essential in any form of communication and life experience. In conceivingbrands, the more sensory poin

22、ts are introduced, the greater the number of sensory memories activated. The higher the number of sensory memories activated, the stronger the link between theand the consumer （Lindstrom, 2009）.As the transition from the two-dimensional model is achieved, advancing to a holistic approach with these

23、five dimensions, it is necessary to construct a sensogram in order to calculate the dynamics of interactivity between the five senses. In theory, a very strongwill stimulate all five senses, while weakerwill only target one or two senses （Lindstrom, 2009）.The aim of sensory branding is to facilitate

24、 the systematic integration of the senses in the communication process, in the product and services. The fundamental objective of sensory branding is to create a strong, positive and loyal bond between theand the consumer so that the latter returns to therepeatedly, ignoring as much as possible the

25、products of the competition. This complete sensory synergy produces a domino result. Just as sensations are stored in mind, when a certain sense is activated, it will, in turn, trigger another sensation and so on, instantly triggering a whole string of memories and emotions. Achieving success using

26、two elements is not all; the ultimate goal should be to create synergy involving all senses （Lindstrom, 2009）.Is considered that there are three elements that make up the psychological dimension of the link between the consumer and abrand, as follows: sensory dimension （through five human senses）, c

27、ognitive dimension （through thinking capacity）, and affective dimension （through feelings）. The first dimension, the sensory, is amplified by the other two dimensions and implicitly all three correlate. As Martin Lindstrom （2005） in Broad sensory branding states the whole of human life and accumulat

28、ed experience is based on our senses that connect with the mind and ultimately with the emotion.Applications instrategy point to the fact that packaging design has become a constituent element of thebrand, so it has a strategic role in communicating its essence and in understanding the psychological

29、 elements to conceptualizestrategy. Thus, consumer-based psychology must become a useful tool forbuildingstrategy.The relationship between sensory branding andexperienceSensory branding has been developed from the bi-dimensional area （visual and auditory） to a multi-dimensional area that includes to

30、uch, taste, and smell. Also, today we talk a lot about the experience and the consumer affinity with thebrand. On the other hand, with the diversification of the market, more and more companies are developing, more and moreoffer products for the same uses. We are already talking about competition and eachb