The sense of smell is closely linked with memory, probably more so than any of our other senses. Those with full olfactory function may be able to think of smells that evoke particular memories; the scent of an orchard in blossom conjuring up recollections of a childhood picnic, for example. This can often happen spontaneously, with a smell acting as a trigger in recalling a long forgotten event or experience.

Smell is one of the most important influencer of human brain. Of all the senses, smell is the next big sensory feeling, right after sight. When it comes to brands and creating brands, smell of scents create an upsurge of brand equity in the minds of interacting individual. Scents can be a single most identifier of a brand. It can create immense brand re-call and brand affinity.