Smell it, taste it, hear it, touch it and see it to make sense of this place

Our senses connect us to the world around us and mediate the perception of our sense of place. This chapter discusses the importance of our sensory perception for developing place brands and contributes to the area of research methods by showing how sensory knowledge contributes to a multi-dimensional perspective on place branding. Further, it proposes the inclusion of sensory knowledge as a research focus, and sensory capital as a dimension to be developed in researching places and, particularly, in place branding and marketing.