THE ROLE OF SENSORY MARKETING IN BRANDING ON THE EXAMPLE OF NBA

Ljudi stvaraju dojmove o okolini putem vida, sluha, dodira, okusa i mirisa, koja im pomažu u stvaranju imidža marke. Osjetilo vida dominira u marketingu, ali i ostala osjetila imaju bitnu ulogu prilikom odlučivanja o kupnji proizvoda ili brenda. U radu je opisan pojam marke općenito, pojam sportske marke, njen identitet, pozicioniranje i imidž sportskog proizvoda. Nadalje, opisuje se osjetilni marketing kao i utjecaj upravljanja sportskom markom kroz osjetilni marketingu na primjeru NBA lige. U okviru rada provedeno je istraživanje putem anketnog upitnika o osjetilnom marketingu općenito, te doživljaju pojedinih osjetila prilikom gledanja utakmica NBA lige.People create impressions of the environment through sight, hearing, touch, taste and smell, which help them create a brand image. The sense of sight dominates in marketing, but other senses also play an important role when deciding to buy a product or brand. The paper describes the concept of a brand in general, the concept of a sports brand, its identity, positioning and image of a sports product. Furthermore, sensory marketing is described as well as the impact of sports brand management through sensory marketing on the example of the NBA league. As part of the work, research was conducted through a survey questionnaire on sensory marketing in general, and the experience of individual senses when watching an NBA league game