EMOTIONAL BRANDING

Presented by: A.Raj Shravanthi 12-601-001

1st Ph.D (ABM)

A traditional scenario of market

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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.)

Company A

Company B

Company C

Product / Services Consumer

Current Scenario

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Company A

Company B

Company C

Product / Services Consumer

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.

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.

THE ONLY FACTOR BECOMING SCARCE IN A WORLD OF ABUNDANCE IS HUMAN ATTENTION. --KEVIN KELLYEmotional branding is a very powerful means of increasing one’s market share and creating brand loyalty by triggering emotions of customers.

EMOTIONAL BRANDING

Where does the brand hit?

HEAD – Pantene Shampoo smart, intriguing, stimulating, end benefit

HEART – Cadbury Chocolate emotional/experiential, sensual, beloved,

trust

GUT – fasttrack watches cool, have to have it, ‘that’s me’

EMOTIONAL BRANDING

LIFESTYLE

GLITZY ADIMAGE

FLASHY DESIGN

REALITY TO UNREALITY

Company practicing Emotional Branding why ?

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These are the reason why companies are following Emotional Branding in order to stay in the market.

Example

eg. of DOVE soap. Dove is not just a soap – it’s a dream – a dream of becoming delicately beautiful , by using a very gentle soap. 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 the brand, has a decisive effect on the consumer.

The same can be said for Fair & Lovely and other beauty products.

Attaching Emotions to brand, HOW?

Security Appeal Safety and security Medications, vitamins, etc. Uses cognitive dissonance Threat or fear of bad breath,

hair loss, dandruff, body odor, etc.

Lust Appeal Using the product will attract

the opposite gender. Such as, Perfumes, Branded cloths.

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Love And Sentiment Associated with a close and

happy home life. Baby products, pet products,

foods, cameras, greeting cards.

Brand Ambassador Uses athletes, celebrities. You will be like your hero, if

you use the product.

Commercial Writing Appeal

Attention Interest Desire Action

COLOUR BRANDING

COLOURS HAVE THE ABILITY TO CHANGE PEOPLE’S EMOTIONS.

INTRINSIC

TECHNICAL

PRICE

COMMUNICATION

EXTRINSIC

CRITERIA:

Governing Emotional Branding

TOUCHING

THE

HEART

IF YOU’REBEAUTIFUL I WILL LOOKAT YOU…..

INTANGIBLEFEATURES

TANGIBLEFEATURES

ATTRACTIVE PACKAGING

DESIGN/LABELLING

COLOUR

APPEAL

BRAND NAME

EXTRINSIC CRITERIA:

Gobe’s four pillars of emotional branding

E B: 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 brand’s functional benefits.

Emotional Benefit- Express how you feel when you use the brand.

Vocabulary of Emotional Branding

Think of consumers as people Create products as experiences Convert honesty to trust Change quality to preference Shift notoriety to aspiration Switch identity to personality Revert function to feel Make communication a dialog Transform service into a relationship

Key Mandates for Emotional Branding:

From Honesty to Trust: 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 Coca-Cola 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 are not something that a customer would aspire emotionally. So more than visibility, a brand has to be inspirational.

Most valuable Global Brands

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IQ Test for Brand Awareness and attached Emotions.

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Continued…………….

“Thanda Matlab”

Continued…….

“Kuch ho jai”Meetha