EMOTIONAL MARKETING OR BRANDING

1. Presented ByPresented By : FANISH SHARMA(SHIVA: FANISH SHARMA(SHIVA
SHIVANI INSTITUTE OF MANAGEMENT)SHIVANI INSTITUTE OF MANAGEMENT)
MOTIYAR BISWAS(SSIM)MOTIYAR BISWAS(SSIM)
Emotional Branding – Advertise ExpressEmotional Branding – Advertise Express
Emotional MarketingEmotional Marketing
Chasing the "Share of Heart" of YourChasing the "Share of Heart" of Your
Prospective CustomersProspective Customers

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What is Brand ?
A traditional scenario of marketA traditional scenario of market
Company A
Company B
Company c
Product / Services
ConsumerConsumer
In a traditional market scenario, the company is catering to
the consumer.
The number of competitors are small.
In these markets the companies can come with advanced
technologies and other strategies to capture more market
share.
(The size and power of the players is important.)

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Current Scenario
Company ACompany A
Company BCompany B
Company CCompany C
Product / ServicesProduct / Services ConsumerConsumer
In complex markets, the differences between companies are not
much.
The companies can not differentiate much themselves from others
on the basis of quality and technology etc. factors as all the
companies are competent enough.
This scenario explains the need for the differentiation for the
companies.

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How would you define Brand ?How would you define Brand ?
Branding is an effort to give a unique identity to a company’s productBranding is an effort to give a unique identity to a company’s product
And create emotional associates with consumer’s. It is a form ofAnd create emotional associates with consumer’s. It is a form of
marketing.marketing.
A brand is a set of associations that are linked to a product range, aA brand is a set of associations that are linked to a product range, a
division, or company.division, or company.
These associations reside in the memory of customers.These associations reside in the memory of customers.
These associations help customers understandThese associations help customers understand
what the brand or company is,what the brand or company is,
why it is potentially relevant to them,why it is potentially relevant to them,
how it is different or similar to other products made by thehow it is different or similar to other products made by the
company,company,
and how it is similar or different from competitor’s products.and how it is similar or different from competitor’s products.

5. UNDERSTANDING THE EMOTIONAL
BRAND BENEFITS
Functional Benefit-Functional Benefit-Differences in product features are oftenDifferences in product features are often
referred to as “functional benefits.” Some products offerreferred to as “functional benefits.” Some products offer
speed, advanced technology, lighter weight or improvedspeed, advanced technology, lighter weight or improved
safety; these products are easily differentiated by theirsafety; these products are easily differentiated by their
brand’s functional benefits.brand’s functional benefits.
Emotional Benefit-Emotional Benefit- Express how you feel when you use theExpress how you feel when you use the
brand.brand.
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Security AppealSecurity Appeal
 Safety and security
Medications, vitamins, etc.
Uses cognitive dissonance
Threat or fear of bad breath, hair
loss, dandruff, body odor, etc.
Gender AppealGender Appeal
Using the product will attract the
opposite gender. Such as, Perfumes,
Branded cloths.
Attaching Emotions to brand how ?Attaching Emotions to brand how ?
Love And SentimentLove And Sentiment
Associated with a close and
happy home life.
Baby products, pet products,
foods, cameras, greeting cards.
Brand AmbassadorBrand Ambassador
 Uses athletes, celebrities.Uses athletes, celebrities.
You will be like your hero, if youYou will be like your hero, if you
use the product.use the product.
Commercial Writing AppealCommercial Writing Appeal
 AttentionAttention
InterestInterest
DesireDesire
ActionAction

8. IF YOU’RE
BEAUTIFUL I
WILL LOOK
AT YOU…..
INTANGIBLE
FEATURES
TANGIBLE
FEATURES
ATTRACTIVE PACKAGING
DESIGN/LABELLING
COLOUR
APPEAL
BRAND NAME
EXTRINSIC CRITERIA:

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Most valuable Global Brands

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.
IQ Test for Brand Awareness
and attached Emotions.

11. Continued…………….
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12. Continued………
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““Thanda Matlab”Thanda Matlab”

13. Continued…….
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““Kuch ho jai”Kuch ho jai”MeethaMeetha

14. Company practicing Emotional Branding why ?Company practicing Emotional Branding why ?
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These are the reason why companies are following EmotionalThese are the reason why companies are following Emotional
Branding in order to stay in the market.Branding in order to stay in the market.

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