In globalized markets, the pressure for brands to differentiate themselves increases with the growing intensity of competition. Therefore, within the framework of communication policy, traditional tools of mass communication are being supplemented or even replaced by modern forms of so-called dialog communication. The impact of such dialogues is particularly strong when information is conveyed and received in a multisensory manner. However, research on the forms and effects of holistic sensory communication is still in its early stages. Christiane Springer thoroughly examines the marketing-specific relevance of sensory systems, thereby filling a research gap that has been left open in marketing literature so far. This is done through a behavioral theoretical model of the sensual perception and effectiveness of elements of a Brand Land in the automotive industry.