A public speech on how brands use emotions to increase their brand value and which results in increase of customer brand relations.

2. EMOTIONAL
BRANDING
BY:
VINAY KUMAR

3. Brand is…
Name
Design
SymbolTerm
Other feature

4. Brand’s
Toolbox
Brand’s
identity
Brand’s
commu
nication
Brand’s
awarene
ss
Brand’s
loyalty

5. Why Branding??
 Recognition and loyalty.
 Image of size.
 Image of quality.
 Image of experience and reliability.
 Multiple products

6. PURPOSE OF
EMOTIONAL
BRANDING...
‘CREATES A BOND BETWEEN THE
CONSUMER AND THE PRODUCT’
“You have to have a love affair with the consumer-
flirt with them, provide that titillating buzz. When
that flirtatious relationship becomes a deep
relationship, then you have a major brand.”

7. CHANGES IN CUSTOMERS
Fundamental changes are taking place in
their preferences and behavior.
They expect and demand to be spoken to on
a personalized and one-to-one basis.
Expecting an unprecedented level of
emotional commitment & honesty from the
brands they trust, support and buy.
Constantly moving on to new products and
new brands entering the marketplace.
They are thinking more with their hearts
than with their heads.

8. Emotion is required to maintain a relationship after purchase.
80%
20%
FACTORS INFLUENCING PURCHASES
Emotional Intellectual

9. BRANDS MOVING TOWARDS
EMOTIONS
Emotional
Branding as
Brand
Strategy
Nike
Google
Fortune
Birla Sun Life
Insurance

10. NIKE
“Two years ago I struggled with depression. I was
sinking. I almost gave up. But it was the athlete in me
that gave me the strength to fight and never ever give
up!”
Deepika Padukone

11. CONCLUSION
In the current trends ‘Emotional Branding, is
the ‘the love affair between consumers and
brands’as ‘consumers don’t remember
messages, they remember moments’.

12. THANK YOU!!!