SENSORY MARKEING IN UKRAINE IN THE CONTEXT OF GLOBALIZATION

The purpose of this article is to study the strategic importance of sensory marketing in shaping brand identity and attracting consumers in the Ukrainian market, especially in the context of globalization and rapid digital transformation. The topic is particularly relevant due to changing consumer expectations and the growing need for businesses to establish an emotional connection with their audience. In an environment of fierce competition and increasing similarity of products in terms of functionality and quality, creating a memorable sensory experience has become a key factor in differentiating modern brands. Sensory marketing allows companies to engage consumers through visual, auditory, tactile, olfactory, and gustatory stimuli, enhancing emotional responses and influencing purchasing behavior. To achieve this goal, the study uses a combination of theoretical analysis and case studies of marketing practices in Ukraine. The methodology used includes the classification of sensory marketing tools and the assessment of their effectiveness in both physical and digital consumer environments. The results of the study show that the integration of sensory elements into marketing strategies significantly increases brand awareness, encourages longer interaction with products, and contributes to increased consumer loyalty. Multisensory campaigns tend to create deeper emotional engagement and stronger brand associations, which contributes to lasting consumer trust and competitive advantage. The practical value of the article lies in the fact that it offers a structured understanding of how sensory stimuli can be strategically used to influence consumer perceptions and behavior. It provides useful information for companies seeking to increase their market relevance, develop customer-centric branding, and remain adaptable to global marketing trends. The study emphasizes that a carefully designed sensory experience not only attracts attention but also creates a lasting emotional impact, positioning the brand more effectively in the minds of consumers. This approach is particularly useful for businesses seeking to establish their unique presence and build long-term relationships with their audience in both local and international contexts.