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Emotional marketing

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EMOTIONAL MARKETING OR BRANDING

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Emotional marketing

  1. 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
  2. 2. 2 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.)
  3. 3. 3 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.
  4. 4. 4 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. 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. 5
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  7. 7. 7 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. 8. IF YOU’RE BEAUTIFUL I WILL LOOK AT YOU….. INTANGIBLE FEATURES TANGIBLE FEATURES ATTRACTIVE PACKAGING DESIGN/LABELLING COLOUR APPEAL BRAND NAME EXTRINSIC CRITERIA:
  9. 9. 9 Most valuable Global Brands
  10. 10. 10 . IQ Test for Brand Awareness and attached Emotions.
  11. 11. Continued……………. 11
  12. 12. Continued……… 12 ““Thanda Matlab”Thanda Matlab”
  13. 13. Continued……. 13 ““Kuch ho jai”Kuch ho jai”MeethaMeetha
  14. 14. Company practicing Emotional Branding why ?Company practicing Emotional Branding why ? 14 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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