Emotional marketing
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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.
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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
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.
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.
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
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.
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
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.
Emotion marketing
The document discusses the concepts of emotion marketing and the emotional elements (E's) of equity, experience, and energy. It explains that equity involves the trust and emotional connection customers feel towards a brand. Experience deals with all customer interactions with a brand, while energy refers to convenience and reducing the effort required to engage with a brand. The document advocates aligning all customer touchpoints with a brand's identity to build strong brand equity and positive experiences that will drive loyalty.
Recommended
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
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.
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.
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
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.
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
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.
Emotion marketing
The document discusses the concepts of emotion marketing and the emotional elements (E's) of equity, experience, and energy. It explains that equity involves the trust and emotional connection customers feel towards a brand. Experience deals with all customer interactions with a brand, while energy refers to convenience and reducing the effort required to engage with a brand. The document advocates aligning all customer touchpoints with a brand's identity to build strong brand equity and positive experiences that will drive loyalty.
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The document discusses the importance and effectiveness of emotional appeals in marketing. It notes that emotional marketing helps brands break through clutter, connect with customers, and build relationships. Some key emotions that can be targeted include interest, surprise, happiness, and affection. Examples of brands that effectively use emotional appeals are Red Bull, Monster Energy drinks, and certain condom and detergent packaging. Research shows that advertising campaigns with emotional content perform twice as well as those with only rational content, as people feel emotions first before thinking rationally. To use emotional marketing effectively, marketers should study target demographics and create messages that appeal to internal motivations and needs.
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1) The document discusses brand positioning formulas that include defining the target audience, key benefits, and reasons to believe in the brand.
2) It provides an example of applying the formula to a condom brand, positioning it for males aged 18-30 and sexually active people by emphasizing durability, reliability, and excellence as benefits with communication of responsible public health as the reason to believe.
3) Additional concepts covered include defining a brand essence as a short, vivid statement of the brand's mission, vision, and commitment, and a brandkey formula that identifies values, personality, benefits, reasons to believe, competitors, and strengths to build upon in targeting an audience.
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1) Brand positioning clearly defines crucial things like determining originality, establishing a unique market position, identifying competitors, and determining the required budget to compete.
2) Brand essence is the emotional heart of a brand summed up in a few words. It includes the category truth, consumer truth, and product truth.
3) The brand essence of AXE is "confident seductiveness" which helps men look, smell, and feel their best to gain confidence and attraction from girls. The brand essence of TRIUMPH is "sensuous self-confidence" which boosts women's self-confidence through sexy, sensual lingerie focusing on their individuality.
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I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
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3) Key drivers of achieving beloved brand status include never disappointing customers, over-delivering on promises, being surprising, standing by beliefs, and differentiating from competitors.
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The document discusses different types of advertisements across television and print media. It provides examples of five television commercials and five print advertisements. The television commercials cover institutional, non-commercial, reminder, social, and persuasive types that appeal to emotions or provide rational information. The print advertisements cover institutional, brand, local, brand, and brand types that also appeal through rational, rational, rational, sexual, and snob appeals.
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2. Some of the key points made are that people are cognitively lazy and don't really care about most brands; brands need only be good enough rather than better; and penetration of infrequent or non-buyers is more important than loyalty of heavy buyers.
3. The document also argues that advertising success has little to do with changing attitudes and that reach is more important for marketing channels than frequency.
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The document discusses the relationship between emotions and marketing. It notes that the brain has two hemispheres - the left, which controls logical functions like numbers and reading, and the right, which controls creative and emotional functions like art and music. It then lists eight universal human emotions and argues that advertising should aim to target our emotions rather than just our logical thinking. The conclusion stresses the importance of considering people's emotions when creating marketing campaigns.
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The document discusses the importance and effectiveness of emotional appeals in marketing. It notes that emotional marketing helps brands break through clutter, connect with customers, and build relationships. Some key emotions that can be targeted include interest, surprise, happiness, and affection. Examples of brands that effectively use emotional appeals are Red Bull, Monster Energy drinks, and certain condom and detergent packaging. Research shows that advertising campaigns with emotional content perform twice as well as those with only rational content, as people feel emotions first before thinking rationally. To use emotional marketing effectively, marketers should study target demographics and create messages that appeal to internal motivations and needs.
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1) The document discusses brand positioning formulas that include defining the target audience, key benefits, and reasons to believe in the brand.
2) It provides an example of applying the formula to a condom brand, positioning it for males aged 18-30 and sexually active people by emphasizing durability, reliability, and excellence as benefits with communication of responsible public health as the reason to believe.
3) Additional concepts covered include defining a brand essence as a short, vivid statement of the brand's mission, vision, and commitment, and a brandkey formula that identifies values, personality, benefits, reasons to believe, competitors, and strengths to build upon in targeting an audience.
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3) The brand essence of AXE is "confident seductiveness" which helps men look, smell, and feel their best to gain confidence and attraction from girls. The brand essence of TRIUMPH is "sensuous self-confidence" which boosts women's self-confidence through sexy, sensual lingerie focusing on their individuality.
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On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
Humor in advertisement slideshow
This document discusses the history and use of humor in advertisements. It notes that historically, humor was seen negatively by philosophers like Plato and Aristotle. However, advertisements now use humor to get attention. The key is creating incongruity that surprises viewers by fusing together unrelated concepts. For humor to be effective, the brand must be integrated into the execution and not just tagged on at the end. Additionally, humor works better on television and radio compared to print, as people are more likely to laugh when with others. While humor grabs attention, it can also distract from the brand message if not used carefully based on context.
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In this session, student will study about brand loyalty, band equity, its relationship and how its existence influences the products demand.Brand Love
1) Managing a brand's relationship with consumers is similar to dating, going through stages of lust, attraction, and attachment over time.
2) To drive brand love, brands must identify prospects and strategies to inspire initial trial, ignite repeat purchases through great products and experiences, and provide unexpected innovation to inspire loyalty and advocacy.
3) Key drivers of achieving beloved brand status include never disappointing customers, over-delivering on promises, being surprising, standing by beliefs, and differentiating from competitors.
Emotion and advertising[1]
The document discusses how emotions play a crucial role in how humans understand the world and learn new things. It provides examples of how aesthetically pleasing objects appear more effective due to the emotional connection formed with users. Advertisements aim to trigger emotions like fear, excitement and belonging to appeal to audiences. A neuroscience study found that people preferred drinks labeled as Coke over Pepsi, even when the drinks were identical, because the Coke brand triggered stronger emotional responses in the brain. Effective products are often those that people feel an emotional bond with.
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Customer loyalty
Brand loyalty, awareness, identity, and personality are important factors that affect customer loyalty to smartphone brands like Apple and Samsung. While Apple has built a very loyal customer base, Samsung has also achieved near-equal loyalty through aggressive marketing. A study found that 42% of iPhone buyers upgraded from an older iPhone, showing Apple's strong customer retention. However, 38% of Samsung buyers also upgraded from an older Samsung smartphone, demonstrating Samsung's success in cultivating loyalty through marketing spending and television ads. Both companies appeal to customer loyalty, but Samsung has matched Apple's levels of loyal customers.
How Brands Grow : A summary of Byron Sharp's book on what marketers don't know
Byron Sharp is a marketing professor who challenges traditional marketing theories in his book "How Brands Grow". Through rigorous scientific analysis, he developed three new marketing laws and simplified brand growth down to seven rules. The most important thing for growing a brand is availability - making the brand mentally and physically available to consumers when they are shopping. Brands should focus on developing distinctive assets that make the brand memorable, rather than differentiating themselves or focusing on loyalty programs. An "always on" marketing strategy of continuously reaching all potential customers is more effective for growth than short-term bursts of advertising or price promotions.
A Manifesto on The New Rules of Brand Strategy: Some Inconvenient Truths
1. The document presents 16 rules of brand strategy based on inconvenient truths about how people actually relate to brands in today's world.
2. Some of the key points made are that people are cognitively lazy and don't really care about most brands; brands need only be good enough rather than better; and penetration of infrequent or non-buyers is more important than loyalty of heavy buyers.
3. The document also argues that advertising success has little to do with changing attitudes and that reach is more important for marketing channels than frequency.
Brand Love
Brand love was first studied scientifically 20 years ago but is still not fully understood. The first researcher to empirically study brand love, like love for people, was Aaron Ahuvia in the early 1990s. His work found brand love is based on trust, and trust is triggered by brands that demonstrate accountability, reliability, transparency, relevancy, and innovation. Beloved brands earn customer trust through these five attributes, driving loyalty, positive word-of-mouth, and willingness to pay more.
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Hosting is intangible and commodity based. Look at it from your prospects' perspective: there are a lot of choices and everyone seems to look and sound the same. The answer is to stop dumping feature lists, product data and marketing jargon on your prospects.
Knowing what the Buyer experience is, will allow us to market to our prospects better. Sell the emotional benefits of your product. Trust, security, competition, belonging, control, freedom, leadership, assurance, and even fear. B2B buyers innately have a fear of making the wrong decision. How you do that is through visuals, the tone of your copy, and through affirming the buyers decision that you are the right vendor for them.
Employ the ETC Marketing Model to inject emotion into your marketing and connect with your buyer. "E" is for Emotional Benefits, "T" is for Triggers with Association, and "C" is for Content of Value. Learn the strategy and 5 ETC things you can do today to improve return on your marketing.
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The Art of Selling Space - Marketing Strategy for Hosting Providers
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This document provides an overview of brands and brand management. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors according to the American Marketing Association. Brands are valuable to both consumers and firms. For consumers, brands reduce risk, search costs and act as promises or pacts with producers. For firms, brands are valuable legal properties that can influence consumer behavior and provide sustained revenues. Strong brands create competitive advantages through product performance or other non-product means. The document discusses branding challenges and opportunities in today's marketplace and introduces the concept of brand equity and strategic brand management.
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Concept of Brand, Brand Evolution, Brand Hierarchy, Brand
Image, Brand Identity – Perspectives, Levels & Prism.
Brand Personality, Brand Positioning, Brand Repositioning,
Brand Equity, Types of Branding – Product, Line, Range,
Umbrella & Endorsement Branding.
Brand Creation, Brand Product Relationship, Brand
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Brands
Branding in different sectors – Retailers, Industrial, Services,
& high-tech products.
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Brandinfg of cadbury final year
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Introductio1
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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Emotional marketing
- 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 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 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 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. 5
- 6. 6
- 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. 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 Most valuable Global Brands
- 10. 10 . IQ Test for Brand Awareness and attached Emotions.
- 13. Continued……. 13 ““Kuch ho jai”Kuch ho jai”MeethaMeetha
- 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.
- 15. 15