EMOTIONAL BRANDING

www.studygalaxy.com

WHAT IS BRAND?

. A brand is not a product. It is a promise that the consumer is aware of (sometimes vaguely) when they buy and it is a promise that is kept and delivered by their experience with what they bought . Brand is also a form of trust - a guarantee in customers' minds that they are getting something they know they can rely on, time after time. It becomes a useful short cut to reliability.

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 ones market share and creating brand loyalty by triggering emotions of customers.

LEVELS OF NEED

SELF ACTUALIZATION

HIGHER ORDER NEEDS

SELF ESTEEM

LOVE AND BELONGINGNESS

MIDDLE ORDER NEEDS

SAFETY AND SECURITY NEEDS PHYSILOGICAL NEEDS LOWER ORDER NEEDS

REALITY TO UNREALITY
LIFESTYLE FLASHY DESIGN

EMOTIONAL BRANDING

IMAGE

GLITZY AD

Here we can take the eg. of DOVE soap. Dove is not just a soap its a dream a dream of becoming delicately beautiful , by using a very gentle soap. When a girl bathes with Dove soap, she nurtures a dream of becoming exquisitely beautiful. And she also expects to be accepted by a dream boy. When she buys it , she actually does not buy the tangible soap, but her purchase is driven by her dream an eternal dream that every girl cherishes to become gorgeously attractive. The tangible Dove soap, together with the imagery created around

EMOTIONAL BRANDING

COLOUR BRA N D IN G
COLOURS HAVE THE ABILITY TO CHANGE PEOPLE

S EMOTIONS

HOW
COLOR PREFERENCES AFFECT YOUR BRAND AND MARKETING STRATEGY

CRITERIA:
TECHNICAL

Governing Emotional Branding

INTRINSIC TOUCHING THE HEART

COMMUNICATION

EXTRINSIC

PRICE

EXTRINSIC CRITERIA:
TANGIBLE FEATURES

ATTRACTIVE PACKAGING

DESIGN/LABELLING IF YOURE BEAUTIFUL I WILL LOOK AT YOU..

APPEAL INTANGIBLE FEATURES COLOUR BRAND NAME

EMOTIONAL BRANDING

UNDERSTANDING THE EMOTIONAL BRAND BENEFITS

Functional Benefit Emotional Benefit

Functional Benefit-Differences in product features are often referred to as functional benefits. Some products offer speed, advanced technology, lighter weight or improved safety; these products are easily differentiated by their brands functional benefits. Emotional Benefit- Express how you feel when you use the brand.

Key Mandates for Emotional Branding:

From Honesty to Trust:

Honesty is the best policy. Truth is even better. It needs to be earned. Honesty is required to be in business today. The govt. authorities, consumer groups and the people in general have an increasingly rigorous standard for products and will rate very quickly what needs to be on shelf and what doesn't. The issue regarding the presence of pesticide levels over the permissible limit in the soft drink CocaCola has really deteriorated the trust people had in the brand. In Kerala, both Coke and Pepsi has been suffering from this account. Trust is one of the most important values of a brand and it requires real effort from corporations. One of the most powerful moves towards building consumer trust was retailer's implementation of the "no questions asked" return policy some years ago.

From Notoriety to Aspiration:

Being known does not mean that you are also loved! Notoriety is what gets you known. But if you want to be desired, you must convey something that is in keeping with the customer's aspirations. Reliance Industries is a household name in India with operations in a wide area covering petrochemicals, refining, textiles, telecom etc. But the company's recent malpractices in the telecom sector (where TDSAT imposed a fine of Rs.150 crore to be paid to Department of Telecom) are not something that a customer would aspire emotionally. So more than visibility, a brand has to be inspirational.

EMOTIONAL BRANDING

Conclusion..
EMOTIONAL BRANDING IS THE NEW MANTRA

EMOTIONAL BRANDING

Thanks.