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Emotional branding is the relationship between
a brand and its consumers around a consumers‘
key interest or passion.
Brand Engagement
The document discusses how the media and consumer landscapes are shifting, giving consumers more options and control over their experiences. As marketing shifts from mass media to personalized "my media," brands have opportunities to create new forms of currency with consumers by moving from interruptive channels to engaging arenas and experiences. The marketing itself can become the product that people connect to and build direct, organic relationships with. This allows brands to create stronger value, time, and relationships with consumers through experiences rather than just attention.
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.
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This document discusses emotional branding and connecting brands to people through experiential marketing. It analyzes the leisure industry in Russia and Moscow specifically, where there are many cinema halls, restaurants, cafes, night clubs, and amusement parks. The research aims to explore how marketing experiences and emotions impact decisions and to identify the basic elements to meet consumer demands for a new leisure center concept in Moscow suburbs. Interviews, social surveys, and observation will be used as research methods. Preliminary results suggest a large "park-town" copying the real world map, sights, and atmospheres could provide an ability to see the world in a few hours through pleasure and fun, but would require huge investments and infrastructure.
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Emotional branding is the relationship between
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The document provides an overview and analysis of a brand engagement index survey conducted in Belgium in December 2012. It summarizes the research objectives, methodology, and key findings. The survey measured engagement across 116 brands based on the "four I's" of intimacy, involvement, interaction, and influence. It found that brands in sectors like salty snacks, cellphones, telecom, and retail had higher engagement, while energy, dairy, margarines, and beer had lower engagement. The document analyzes engagement scores and the four I's for top and bottom performing brands in different categories. It aims to provide clients with insights into how consumers engage with brands.
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.
The IAB Brand Engagement Study, Νίκος Σύμπουρας, Γενικός Διευθυντής, Aegis Me...
Το IAB, σε συνεργασία με την Carat Insight, διερεύνησε μια μεγάλη και προχωρημένη αγορά όπως είναι η Αγγλία, σχετικά με τη δύναμη της ψηφιακής επικοινωνίας στο branding.
Ο κ. Νίκος Σύμπουρας, Γενικός Διευθυντής της Aegis Media Hellas θα παρουσιάσει τη νέα μεθοδολογία, που απομακρύνεται από το κλασικό μοντέλο brand awareness και ad recall, και θα παρουσιάσει top-line αποτελέσματα από τα 4 industries που εξετάστηκαν στα πλαίσια της έρευνας: το retail marketing, τα μικρά αυτοκίνητα, τα αναψυκτικά και τα προϊόντα περιποίησης μαλλιών.
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.
Portfolio strategy & architecture
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
Brand portfolio strategy
This document discusses brand portfolio strategy and defines key related concepts. It explains that managing a single brand is challenging, but managing a portfolio of brands takes the challenge to another level, as decisions optimal for one brand may not be for another. A successful portfolio strategy requires trade-offs and tough choices. It then defines elements of brand portfolio structure including primary brands, sub-brands, endorser brands, and ingredient/service brands. Primary brands are the main name, while sub-brands segment product lines and endorser brands link to other brands to provide credibility.
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.
6. BRAND PORTFOLIO & ARCHITECTURE
The document discusses brand portfolio and architecture. It defines brand portfolio as including all brands and sub-brands attached to product-market offerings. Brand architecture refers to how brands within a company's portfolio are related and differentiated. There are three main types of relationships between a master brand and sub-brands: single brand across the organization, endorsed brands, and house of brands. An ideal brand portfolio prioritizes key market segments, efficiently covers those segments, and ruthlessly prunes brands that do not fit. Major mistakes include allowing brands to be managed in isolation and having too many brands that duplicate or have gaps.
Aaker brand architecture
This document introduces the concept of brand architecture and the brand relationship spectrum. It discusses how brand managers now face more complex brand structures and portfolios due to market changes. It defines brand architecture as the organizing structure that specifies relationships between brands in a portfolio. The brand relationship spectrum is presented as a tool with 9 strategies to help strategists employ subbrands and endorsed brands to address these challenges. It discusses how the spectrum relates to the driver role brands play for customers and ranges from house of brands to branded house strategies.
Brand Engagement Index: most engaged brands
The document presents findings from a study measuring brand engagement among Belgian consumers. It found that involvement, influence, intimacy and interaction are key dimensions of brand engagement. A Brand Engagement Index was developed that integrates scores on these four dimensions. Higher brand engagement scores were correlated with increased brand consideration, loyalty and other key performance indicators. Certain categories like telecom and cell phones had higher brand engagement. Media exposure, especially through social media and websites, was also linked to higher engagement. The study provides category and brand level results on the dimensions of engagement.
Brand architecture
Brand architecture is the structure of brands within a company and how they relate to each other. It defines hierarchies and how sub-brands support or detract from corporate brands. Brand architecture should be fluid to leverage maximum value as markets change rapidly. There are different types of architectures including monolithic, endorsed, and branded. Developing an effective brand architecture is a process that involves auditing brands, defining brand essences, considering strategic fit, and engaging designers to create visual expressions. An important role is the brand architect, who bridges strategy and expression by providing innovative brand solutions.
Brand architecture
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Business Strategy + Brand Strategy
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
HPC Sections 12.5 and 12.6
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help alleviate symptoms of mental illness and boost overall mental well-being.
HPC Section 12.3(3)
The document discusses the results of a study on the effects of exercise on memory and thinking abilities in older adults. The study found that regular exercise can help reduce the decline in thinking abilities that often occurs with age. Older adults who exercised regularly performed better on cognitive tests and brain scans showed they had greater activity in important areas for memory and learning compared to less active peers.
HPC Section 12.3(2)
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
HPC Section 12.3(1)
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
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Emotional branding
This document discusses emotional branding, which involves differentiating a brand by appealing to customers' emotions. There are six main types of emotions that branding can target: excitement, warmth, fun, security, self-respect, and social approval. Effective emotional branding creates a brand promise that resonates with customers on an emotional level. It allows companies to form stronger connections with customers than functional differentiation alone.
Brand Engagement Model & Study 2012
The document provides an overview and analysis of a brand engagement index survey conducted in Belgium in December 2012. It summarizes the research objectives, methodology, and key findings. The survey measured engagement across 116 brands based on the "four I's" of intimacy, involvement, interaction, and influence. It found that brands in sectors like salty snacks, cellphones, telecom, and retail had higher engagement, while energy, dairy, margarines, and beer had lower engagement. The document analyzes engagement scores and the four I's for top and bottom performing brands in different categories. It aims to provide clients with insights into how consumers engage with brands.
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.
The IAB Brand Engagement Study, Νίκος Σύμπουρας, Γενικός Διευθυντής, Aegis Me...
Το IAB, σε συνεργασία με την Carat Insight, διερεύνησε μια μεγάλη και προχωρημένη αγορά όπως είναι η Αγγλία, σχετικά με τη δύναμη της ψηφιακής επικοινωνίας στο branding.
Ο κ. Νίκος Σύμπουρας, Γενικός Διευθυντής της Aegis Media Hellas θα παρουσιάσει τη νέα μεθοδολογία, που απομακρύνεται από το κλασικό μοντέλο brand awareness και ad recall, και θα παρουσιάσει top-line αποτελέσματα από τα 4 industries που εξετάστηκαν στα πλαίσια της έρευνας: το retail marketing, τα μικρά αυτοκίνητα, τα αναψυκτικά και τα προϊόντα περιποίησης μαλλιών.
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.
Portfolio strategy & architecture
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
Brand portfolio strategy
This document discusses brand portfolio strategy and defines key related concepts. It explains that managing a single brand is challenging, but managing a portfolio of brands takes the challenge to another level, as decisions optimal for one brand may not be for another. A successful portfolio strategy requires trade-offs and tough choices. It then defines elements of brand portfolio structure including primary brands, sub-brands, endorser brands, and ingredient/service brands. Primary brands are the main name, while sub-brands segment product lines and endorser brands link to other brands to provide credibility.
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.
6. BRAND PORTFOLIO & ARCHITECTURE
The document discusses brand portfolio and architecture. It defines brand portfolio as including all brands and sub-brands attached to product-market offerings. Brand architecture refers to how brands within a company's portfolio are related and differentiated. There are three main types of relationships between a master brand and sub-brands: single brand across the organization, endorsed brands, and house of brands. An ideal brand portfolio prioritizes key market segments, efficiently covers those segments, and ruthlessly prunes brands that do not fit. Major mistakes include allowing brands to be managed in isolation and having too many brands that duplicate or have gaps.
Aaker brand architecture
This document introduces the concept of brand architecture and the brand relationship spectrum. It discusses how brand managers now face more complex brand structures and portfolios due to market changes. It defines brand architecture as the organizing structure that specifies relationships between brands in a portfolio. The brand relationship spectrum is presented as a tool with 9 strategies to help strategists employ subbrands and endorsed brands to address these challenges. It discusses how the spectrum relates to the driver role brands play for customers and ranges from house of brands to branded house strategies.
Brand Engagement Index: most engaged brands
The document presents findings from a study measuring brand engagement among Belgian consumers. It found that involvement, influence, intimacy and interaction are key dimensions of brand engagement. A Brand Engagement Index was developed that integrates scores on these four dimensions. Higher brand engagement scores were correlated with increased brand consideration, loyalty and other key performance indicators. Certain categories like telecom and cell phones had higher brand engagement. Media exposure, especially through social media and websites, was also linked to higher engagement. The study provides category and brand level results on the dimensions of engagement.
Brand architecture
Brand architecture is the structure of brands within a company and how they relate to each other. It defines hierarchies and how sub-brands support or detract from corporate brands. Brand architecture should be fluid to leverage maximum value as markets change rapidly. There are different types of architectures including monolithic, endorsed, and branded. Developing an effective brand architecture is a process that involves auditing brands, defining brand essences, considering strategic fit, and engaging designers to create visual expressions. An important role is the brand architect, who bridges strategy and expression by providing innovative brand solutions.
Brand architecture
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Business Strategy + Brand Strategy
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
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The IAB Brand Engagement Study, Νίκος Σύμπουρας, Γενικός Διευθυντής, Aegis Me...
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HPC Sections 12.5 and 12.6
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help alleviate symptoms of mental illness and boost overall mental well-being.
HPC Section 12.3(3)
The document discusses the results of a study on the effects of exercise on memory and thinking abilities in older adults. The study found that regular exercise can help reduce the decline in thinking abilities that often occurs with age. Older adults who exercised regularly performed better on cognitive tests and brain scans showed they had greater activity in important areas for memory and learning compared to less active peers.
HPC Section 12.3(2)
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
HPC Section 12.3(1)
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Section 11.4(2)
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
HPC Section 11.4(1)
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
HPC Section 11.2
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise stimulates the production of endorphins in the brain which elevate mood and reduce stress levels.
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