Emotional Branding.ppt

7/30/2019 Emotional Branding.ppt

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EMOTIONALBRANDING

www.studygalaxy.com


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WHAT IS BRANDWHAT IS BRAND??

. A brand is not a product. It is a promise. A brand is not a product. It is a promisethat the consumer is aware of (sometimesthat the consumer is aware of (sometimes

vaguely) when they buy and it is avaguely) when they buy and it is apromise that is kept and delivered by theirpromise that is kept and delivered by theirexperience with what they boughtexperience with what they bought..

Brand is also a form of trust - a guaranteeBrand is also a form of trust - a guaranteein customers' minds that they are gettingin customers' minds that they are gettingsomething they know they can rely on,something they know they can rely on,time after time. It becomes a useful shorttime after time. It becomes a useful short

cut to reliability.cut to reliability.


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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 increasingones market share and creating brand loyalty by triggering

emotions of customers.

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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


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Here we can take the eg. ofHere we can take the eg. of DOVEDOVE soap.soap.Dove is not just a soap its a dream aDove is not just a soap its a dream a

dream of becoming delicately beautiful ,dream of becoming delicately beautiful ,by using a very gentle soap. When a girlby using a very gentle soap. When a girlbathes with Dove soap, she nurtures abathes with Dove soap, she nurtures adream of becoming exquisitely beautiful.dream of becoming exquisitely beautiful.

And she also expects to be accepted by aAnd she also expects to be accepted by adream boy. When she buys it , shedream boy. When she buys it , sheactually does not buy the tangible soap,actually does not buy the tangible soap,but her purchase is driven bybut her purchase is driven by

her dream an eternal dream that everyher dream an eternal dream that everygirl cherishes to become gorgeouslygirl cherishes to become gorgeouslyattractive. The tangible Dove soap,attractive. The tangible Dove soap,

together with the imagery created aroundtogether with the imagery created around


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EMOTIONAL BRANDING

COLOURBRANDINGCOLOURS HAVE THE ABILITY TO CHANGE PEOPLE S EMOTION

HOW COLOR PREFERENCES AFFECT YOUR BRAND AND

MARKETING STRATEGY ?
http://www.sendmeamirror.com/products/688.jpg


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INTRINSIC

TECHNICAL

PRICE

COMMUNICATION

EXTRINSIC

CRITERIA:

Governing

Emotional Branding

TOUCHING

THE

HEART
http://www.sendmeamirror.com/products/688.jpg


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IF YOUREBEAUTIFUL I

WILL LOOK

AT YOU..

INTANGIBLEFEATURES

TANGIBLE

FEATURES

ATTRACTIVE PACKAGING

DESIGN/LABELLING

COLOUR

APPEAL

BRAND NAME

EXTRINSICCRITERIA:


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EMOTIONAL BRANDING

NDERSTANDING THE EMOTIONAL BRAND BENEFITSFunctional Benefit

Emotional Benefit


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Functional Benefit-Functional Benefit-Differences in productDifferences in product

features are often referred to as functionalfeatures are often referred to as functional

benefits. Some products offer speed,benefits. Some products offer speed,advanced technology, lighter weight oradvanced technology, lighter weight or

improved safety; these products are easilyimproved safety; these products are easily

differentiated by their brands functionaldifferentiated by their brands functionalbenefits.benefits.

Emotional Benefit-Emotional Benefit- Express how you feelExpress how you feelwhen you use the brand.when you use the brand.


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Key Mandates for EmotionalKey Mandates for Emotional

Branding:Branding: From Honesty to Trust:From Honesty to Trust: Honesty is the best policy. Truth is even better. It needsHonesty is the best policy. Truth is even better. It needs

to be earned.to be earned.

Honesty is required to be in business today. The govt.Honesty is required to be in business today. The govt.authorities, consumer groups and the people in generalauthorities, consumer groups and the people in generalhave an increasingly rigorous standard for products andhave an increasingly rigorous standard for products andwill rate very quickly what needs to be on shelf and whatwill rate very quickly what needs to be on shelf and whatdoesn't. The issue regarding the presence of pesticidedoesn't. The issue regarding the presence of pesticidelevels over the permissible limit in the soft drink Coca-levels over the permissible limit in the soft drink Coca-

Cola has really deteriorated the trust people had in theCola has really deteriorated the trust people had in thebrand. In Kerala, both Coke and Pepsi has been sufferingbrand. In Kerala, both Coke and Pepsi has been sufferingfrom this account. Trust is one of the most importantfrom this account. Trust is one of the most importantvalues of a brand and it requires real effort fromvalues of a brand and it requires real effort fromcorporations. One of the most powerful moves towardscorporations. One of the most powerful moves towards

building consumer trust was retailer's implementation ofbuilding consumer trust was retailer's implementation ofthe "no questions asked" return policy some years ago.the "no questions asked" return policy some years ago.


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From Notoriety to AspirationFrom Notoriety to Aspiration::

Being known does not mean that you are also loved!Being known does not mean that you are also loved!

Notoriety is what gets you known. But if you want to beNotoriety is what gets you known. But if you want to be

desired, you must convey something that is in keepingdesired, you must convey something that is in keeping

with the customer's aspirations. Reliance Industries is awith the customer's aspirations. Reliance Industries is a

household name in India with operations in a wide areahousehold name in India with operations in a wide area

covering petrochemicals, refining, textiles, telecom etc.covering petrochemicals, refining, textiles, telecom etc.

But the company's recent malpractices in the telecomBut the company's recent malpractices in the telecom

sector (where TDSAT imposed a fine of Rs.150 crore tosector (where TDSAT imposed a fine of Rs.150 crore tobe paid to Department of Telecom) are not somethingbe paid to Department of Telecom) are not something

that a customer would aspire emotionally. So more thanthat a customer would aspire emotionally. So more than

visibility, a brand has to be inspirational.visibility, a brand has to be inspirational.


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EMOTIONAL BRANDING

Conclusion..

EMOTIONAL BRANDING IS THE NEW MANTRA


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EMOTIONAL BRANDING

Thanks.

Documents

Emotional Branding.ppt