Following the scent to brand differentiation is not without difficulties

Major fashion labels such as H&M, Calvin Klein and Jimmy Choo are among a list of global brands using 'olfactive logos' in an attempt to heighten consumer connections, increase revenue and enhance brand loyalty. While research shows that scents can be more memorable than other stimuli and therefore a clear choice for branding, there are still significant obstacles for brands to overcome before they utilise these non-traditional trademarks.