Emotional branding
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Emotional branding is a powerful way to increase market share and create brand loyalty by triggering customer emotions. It involves touching customers at an emotional level through intrinsic factors like lifestyle portrayal and extrinsic factors like flashy designs. Effective emotional branding understands the functional, emotional, and social benefits customers receive from a brand. It recognizes that consumers buy products but people live experiences, and that brands need identity through recognition as well as personality through character. The conclusion is that emotional branding has become a new mantra for marketing success.
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Emotional Branding
Emotional branding is a marketing technique that appeals to consumers' emotions to build strong brand connections. It involves identifying consumers' core emotional needs, encouraging them to bond with brands emotionally, and creating consistent brand messaging focused on these emotional needs. Successful emotional branding progresses consumers through stages from initial interest to loyalty, creating brand rituals and advocates. Color psychology also influences emotional branding, as different colors elicit different emotions. Examples of companies that effectively use emotional branding include Nike, Fair & Lovely, and insurance companies.
Emotional branding
This document discusses the emotional power of brands and defines what constitutes a genuinely emotionally significant brand. It argues that while brands can offer psychological and social benefits, they are not equivalent to human relationships. Consumers are only loyal to brands that consistently provide a unique benefit, whether tangible or intangible. To be successful, brands must shape consumer expectations of benefit, not just elicit emotions through creative expression. True emotional branding is about creating brands that consumers perceive as psychologically or socially useful.
Emotional branding
1. The document discusses emotional branding and how brands can develop emotional connections with customers. It defines emotions and discusses the importance of emotions in marketing.
2. Several techniques for emotional branding are discussed, including celebrity branding and touch lines (slogans). Celebrity branding involves using celebrities to promote products.
3. Touch lines are short, repeated phrases that become associated with a brand. Developing an emotional connection keeps customers loyal to the brand for a longer period of time.
ORC2013 emotional branding (slideshare)
This document discusses the importance of emotional branding. It argues that humanizing a brand by connecting it to human traits can build loyalty among customers. Three key lessons for emotional branding are outlined: 1) Understand the audience context to create an emotional bond, 2) Provide relevant content that explores the emotional experience, and 3) Demonstrate care for customers to strengthen emotional connections and deliver on promises. Building emotional loyalty among customers can increase sales, media attention, and brand value over time.
Emotional branding
The document outlines 10 commandments of emotional branding:
1. Focus on building relationships with people rather than just marketing to consumers.
2. Sell experiences rather than just products to fulfill emotional desires.
3. Build trust through honesty and sincere efforts to support customers and communities.
4. Create brand preference through emotional connection rather than just focusing on quality.
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This document discusses emotional branding and how companies can differentiate themselves in complex markets by appealing to customers' emotions rather than just product features. It defines branding as giving a unique identity to create emotional associations with prospective customers. Companies can attach emotions like love, security or gender appeal to their brands through brand ambassadors, packaging, advertising slogans and more. This emotional branding allows companies to stand out when products are otherwise similar and stay competitive in the market. Successful examples mentioned include brands that appeal to sentiment like family or pets, as well as slogans used by brands in India to connect with customers emotionally.
Emotional Branding by Barbara Onianwah
Emotional branding is the relationship between
a brand and its consumers around a consumers‘
key interest or passion.
Emotional branding
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
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Emotional branding is the relationship between
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- 1. EMOTIONAL BRANDING BY NITYA GARG IBS BUSINESS SCHOOL
- 2. EMOTIONAL BRANDING THE ONLY FACTOR BECOMING SCARCE IN A WORLD OF ABUNDANCE IS HUMAN ATTENTION. --KEVIN KELLY Emotional branding is a very powerful means of increasing one’s market share and creating brand loyalty by triggering emotions of customers. ?
- 3. SELF ACTUALIZATION SELF ESTEEM LEVELS OF NEED LOVE AND BELONGINGNESS SAFETY AND SECURITY NEEDS PHYSILOGICAL NEEDS HIGHER ORDER NEEDS MIDDLE ORDER NEEDS LOWER ORDER NEEDS
- 4. EMOTIONAL BRANDING LIFESTYLE GLITZY ADIMAGE FLASHY DESIGN REALITY TO UNREALITY
- 5. EMOTIONAL BRANDING COLOUR BRANDING COLOURS HAVE THE ABILITY TO CHANGE PEOPLE’S EMOTIONS. HOW COLOR PREFERENCES AFFECT YOUR BRAND AND MARKETING STRATEGY ?
- 6. INTRINSIC TECHNICAL PRICE COMMUNICATION EXTRINSIC CRITERIA: TOUCHING THE HEART TOUCHING THE HEART
- 7. IF YOU’RE BEAUTIFUL I WILL LOOK AT YOU….. INTANGIBLE FEATURES TANGIBLE FEATURES ATTRACTIVE PACKAGING DESIGN/LABELLING COLOUR APPEAL BRAND NAME EXTRINSIC CRITERIA:
- 8. FASHION/ DESIGN/ IMAGE COMMUNICATION BELIEVABILITY (EMOTIONAL BELIEVABILITY) LIKING(INTRINSIC) (“LOOK AT ME APPROACH”) LIKING (EXTRINSIC) (IF YOU’RE BEAUTIFUL, I WILL LOOK AT YOU) PREDISPOSITION (EMOTIONAL ATTACHMENT WITH THE BRAND) PRICE DETERMINATION
- 9. EMOTIONAL BRANDING UNDERSTANDING THE EMOTIONAL BRAND BENEFIT Functional Benefit Emotional Benefit Social Benefit
- 10. EMOTIONAL BRANDING KEY MANDATES FOR EMOTIONAL BRANDING: Consumers buy, People live. Product fulfill needs, experiences fulfill desires. Identity is recognition. Personality is about character and charisma!
- 11. EMOTIONAL BRANDING Conclusion EMOTIONAL BRANDING IS THE NEW MANTRA…