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
3 http://www.emotionalbranding.com/Blog/Blog.aspx
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