You've seen the advert and heard the jingle. Now prepare yourself for the "odour logo". Electronics manufacturers, airlines and banks are commissioning unique fragrances for use in their stores and on their products.


Sony and Samsung are both testing signature scents, while Sony Ericsson, the mobile phone company, has launched a handset that releases a faint smell as it is used. The marketing ploy has emerged as research from Oxford University shows that it is possible to train people to associate smells with particular experiences or objects.