How the company attracts the customers towards their brands emotionally?

1. Emotional Branding
Presented By:
Gauransh Gandhi
PM/2014/402
MBA(Pharm)
NIPER Hyderabad
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2. Contents
•What is Brand?
•What is Emotional Branding?
•Stages of Emotional Branding
•Psychology of Color in Branding
•Examples of Emotional Branding
•Conclusion
•References
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3. What is Brand?
•Brand is a consumer’s emotional connection to a
good, service or organization.
•Brands exist in the minds and hearts of our
consumers.
•Brand is the many images, feelings, beliefs and
associations the consumer has that come together to
make up the consumer’s perception of the brand.
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4. What is Emotional Branding?
•Emotional branding is a term used within marketing
communication that refers to the practice of building
brands that appeal directly to a consumer's
emotional state, needs and aspirations.
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5. Thus, a company has to
decide which emotion it wants to target in its
audience: defining the target audience’s core
emotional need,
encourage customers to reach the desires
emotionally bonded state: what the customers want,
need and aspire,
create consistent communications centered on
customers’ emotional needs.
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6. Stages of Emotional Branding
•How you get someone interested?
•How do you get someone to consider a purchase?
•How do you continually reinforce that their purchase
decision was absolutely the right decision, the
“winning” decision?
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7. •How do you create a loyal customer such that they
want to continue to buy your product and/or are
most receptive to cross selling and value add
purchases?
•How do you create a brand ritual so that your brand
becomes part of your customer’s life?
•How do you get your audience to be your
cheerleader?
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8. Psychology of Color in Branding
Psychologist and Stanford Professor Jennifer Aaker
has conducted studies on this very topic via research
on Dimensions of Brand Personality, and her studies
have found five core dimensions that play a role in a
brand's personality.
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10. Color Emotion Guide
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12. The coloring of Vodafone's logo is designed to signify
communication and sophistication.
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13. Harrods opts for a darker green that's associated with
wealth and privilege.
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14. Red color of Archies is associated with love, affection
etc.
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15. Examples of Emotional Branding
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16. Nike advertising uses the emotional branding
technique of Heroism to inspire incredible customer
loyalty all over the world. The hero starts from
humble beginnings, challenges a foe greater than he,
and against all odds, prevails. Nike brand strategy
takes the emotional marketing story of the Hero and
turns it inward. You are the hero, and your lazy side is
the villain.
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17. Fair and lovely: a woman’s passion for beauty is
universal and catering to this strong need is fair and
lovely. Fair and lovely cream gives you unmatched
radiant fairness in just 4 weeks.
Rational: total fairness cream, multivitamin
Emotional: fair skin gives more confident and feel
visible to others.
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18. Insurance companies use lot of emotional branding
to sell their different products like insurance cover,
pension plans etc.
The brand proposition for all the campaigns was
reflected in the lines: Suraksha: Zindagi ke har kadam
par and Zindagi ke sath bhi, Zindagi ke baad bhi.
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23. Conclusion
Emotional branding is a very powerful means of
increasing one’s market share and creating brand
loyalty by triggering emotions of customers.
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24. References
•http://www.businessesgrow.com/2012/02/01/the-six-stages-of-emotional-
branding/#sthash.nmMhmETA.dpuf
•http://www.marketingprofs.com/articles/2014/26405/five-tips-for-effective-emotional-
branding#ixzz3Xqq0nD9A
•http://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-the-story-of-
heroism/
•http://www.techzim.co.zw/2014/08/emotional-branding-love-affair-consumers-
brands/#sthash.452gqtjs.dpuf
•http://www.adweek.com/socialtimes/emotional-branding-emotionally-intelligent-consumer/141454
•http://www.creativebloq.com/branding/amazing-uses-colour-6133196
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25. References
•http://licofindiadelhi.weebly.com/uploads/9/9/1/1/9911130/9903269_orig.jpg
•http://www.brandsynario.com/images/uploads/e0486300bacf752da366042464dc7b94f787554c
.jpg
•http://i.ytimg.com/vi/rO2fjydU8-E/maxresdefault.jpg
•http://guruprasad.net/wp-content/uploads/2014/05/modi_sarkar.jpg
•http://media2.intoday.in/indiatoday/images/stories//2013aug/bjp-flag_660_080713123710.jpg
•http://www.indiantelevision.org.in/images12/aamir_mam.jpg
•http://www.filmitadka.in/images/stories/news/MountainDew.jpg
•http://static1.1.sqspcdn.com/static/f/308735/2634697/1236471253513/sis+shopping.jpg?token
=iGkhCG%2FShNCLkhJzvVZSNlvKohI%3D
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