Emotional Branding

1683 Words4 Pages
bulb-icon

Recommended: Different theories of branding researched by various scholars

Introduction

The notion of branding as we have come to know it has evolved noticeably over the years as transformations within marketplace have opened up doors for innovative branding approaches and contributions,in addition to this one could arguably say that most of these changes can be attributed to a shift within the mindset of the consumer as the emergence of various segments and target markets has brought about a new set of demands and expectations when it comes to effectively creating and sustaining profitable relationships between a brand and its desired consumer . One cannot deny the fact the proceedings leading up to the present decade have played a role in the visible shift from an industrially driven economy to a one where the consumers are placed in the drivers seat.

That being said the branding landscape has become increasingly competitive as new brands and products are being launched frequently thus making it difficult for brands to not only connect with consumers but to also distinguish what differentiates them. As a result brands are now left with the task of finding new methods of gaining favour amongst their desired consumers in order to create meaningful connections.

“We are clearly dealing with a completely different set of values today than 5 years ago. Speed has replaced stability; intangible assets have become more valuable than tangible objects. The traditional supply and demand economic models are being completely revaluated.”(Gobé, 2001)

In aid of this Author Kevin Roberts describes the journey from products to trademarks to consumers to brands a series of steps that have a profound effect on how businesses deal with consumers and how people deal with brands.

In his book Lovemarks: The ...

... middle of paper ...

...

Bibliography :

http://www.mikesaunders.com/2011/02/28/generation-y-in-south-africa-a-short-study/

Cook, G; Erwin, K; Carmody, P; Enslin, C (2010) How healthy is your brand?, in The Encyclopedia of Brands and Branding 2010, (pending publication)

Gobe, M. 2001. Emotional branding : The new paradigm for connecting brands to people. New York: Allworth Press

Howe, N; & Strauss, W (2007) “The Next Twenty Years: How Customer and Workforce Attitudes Will Evolve”. Harvard Business Review . July–August ed, p. 41-52.

Roberts , K ( 2005 Lovemarks: The future of beyond brands

Howe, Neil; Strauss, William 2000. Millennials Rising. New York: Vintage Books.

http://thinking-brands.blogspot.com/2009/10/customer-based-brand-equity-model-cbbe.html

Cyndi green glass http://www.dmsolutions.com/blog/get-emotional-about-your-branding/ March 14, 2012

Show More
Related

  • An Argument to Complete “No Logo”

    1176 Words  | 3 Pages

    While logos may still play a significant role in the way American’s purchase goods, their influence is undeniably waning. Naomi Klein’s conclusions may have been valid in 2002 because no one could have possibly foreseen how the Internet would change the way we do business. Increased information freely accessible to everyone is changing world’s markets. It remains to be seen what our global economy will look like in ten years and what impact well-informed consumers will have on the world’s market-economies.

    Read More

  • How To Write A Rhetorical Analysis Of Mcdonalds

    528 Words  | 2 Pages

    The bolded lettering of the McDonalds logo brings to light the importance of their trademark. Pronouncing their food items as being official, the consumer is guided to gain a perception of trustworthiness. Gaining the audience’s trust elevates the consumers thought process of choosing their products. Knowing who the consumers are buying from, grants an edge of certification to all of their

    Read More

  • Mision, Vision and Intent of Masco Cabinetry

    1001 Words  | 3 Pages

    Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644

    Read More

  • Brené Brown's Importance Of A Personal Brand

    885 Words  | 2 Pages

    Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a

    Read More

  • Dove Marketing Strategy

    994 Words  | 2 Pages

    Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the

    Read More

  • Brand Management Theories

    2289 Words  | 5 Pages

    The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.

    Read More

  • Brand Repositioning Case Study

    2353 Words  | 5 Pages

    By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.

    Read More

  • Relationship Between Advertising and Sales Promotion

    1171 Words  | 3 Pages

    This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.

    Read More

  • Essay On Branding

    761 Words  | 2 Pages

    The shifting of the consumer’s taste of simple products to high quality branded products is not sudden. It grew out in the middle of the 20th century and the companies selling various products needed a new way to differentiate their products from the others giving it a unique identity.

    Read More

  • The Importance Of Influencer Marketing

    1065 Words  | 3 Pages

    It 's no secret that traditional marketing practices have declined and consumers are now more skeptical than ever. Brands have had to find ways of connecting with potential customers in a more authentic way.

    Read More

  • The Importance of Branding in the Marketing Mix

    2033 Words  | 5 Pages

    A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.

    Read More

  • Essay On Marketing And Branding

    554 Words  | 2 Pages

    All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.

    Read More

  • Customer Relationship Essay

    760 Words  | 2 Pages

    Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship

    Read More

  • The Influence Of Branding On Consumer Behavior

    949 Words  | 2 Pages

    Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.

    Read More

  • Brand Building - Hamam

    1814 Words  | 4 Pages

    Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.

    Read More

More about Emotional Branding

Open Document