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Emotional Branding
New approache by creatingrelationship
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Content
Problemformulation
Research objectives
Definition of branding
Development of branding
Branding today
Modern and postmodern branding
Branding approaches
Emotional branding
How to Emotional relations
Emotional branding in conclusion
My conclusion
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Problemformulation
How can emotional branding benefitin future aspect?
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Research objectives
- What is branding and how does the society
affect branding?
- How did emotional branding appear?
- What is the connection between branding and
emotional branding?
- What is the purpose of emotional branding?
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Definition of branding
Brand history.
-the name branding comes from the time
where American cowboys were branding
their cattle to separate them from others
cattle. Wikipedia
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Development of branding
- started to destinguis from one and other
- to create emotional bond between
consumers and the given brand.
- instead of just selling, concentrate on
how consumers want to buy the product.
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Branding today
A brand is a distinguishing name and/or
symbol (such as a logo, trademark, or packagedesign) intended to
identify the goods orservices of either one seller or a group
ofsellers and to differentiate those goods or
services from those of competitors
American Marketing Associations (AMA)
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Modern and Post-modern branding
Buhls the three steps development ofproduct branding
- Branding
- Climbing
- Lifestyle/value
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Branding approaches
The economic approach
The identity approach
The consumer based approach The personality approach
The relational approach
The community approach The cultural approach
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Emotional Branding
Branding is not only about ubiquity,visibility, and functions;
it is aboutbonding emotionally with people in
their daily life. Only when a product ora service kindles an
emotional dialoguewith the consumer, can this product or
service qualify to be a brandMarc Gob
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How to
The focus on the emotional way ofthinking is the focus on humans
and
their emotions.
The purpose of emotional branding is
to put the consumers in the centre ofthe company establishing
anemotional bond to the consumers
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Emotional relations
a dialogue and a two-ways-
communication, with the purpose ofcreating a closer relation
between
companies and their customers
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Emotional Branding in conclusion
By emotional branding the brand
adds a credibility and personalitywhich creates a unique and a
muchstronger relation between the brandand the consumers.
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My conclusion
emotional branding refers a new way for companies to
approach branding in a better way to fulfil the consumer
demand on emotional satisfaction and their need for self-
realisation.
emotional branding becomes a branding of two-ways-process, where
companies create dialogue with theconsumers.
emotional branding can be concluded as a future basedand a
strategic way of how to think and approach
branding
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Thank you for your time
