Emotional branding

1. EMOTIONAL BRANDING
BY NITYA GARG
IBS BUSINESS SCHOOL

2. 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 increasing
one’s market share and creating brand
loyalty by triggering emotions of
customers.
?

3. 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

4. EMOTIONAL BRANDING
LIFESTYLE
GLITZY ADIMAGE
FLASHY DESIGN
REALITY TO UNREALITY

5. EMOTIONAL BRANDING
COLOUR BRANDING
COLOURS HAVE THE ABILITY TO CHANGE PEOPLE’S EMOTIONS.
HOW
COLOR PREFERENCES AFFECT YOUR BRAND AND
MARKETING STRATEGY ?

6. INTRINSIC
TECHNICAL
PRICE
COMMUNICATION
EXTRINSIC
CRITERIA:
TOUCHING THE HEART
TOUCHING
THE
HEART

7. IF YOU’RE
BEAUTIFUL I
WILL LOOK
AT YOU…..
INTANGIBLE
FEATURES
TANGIBLE
FEATURES
ATTRACTIVE PACKAGING
DESIGN/LABELLING
COLOUR
APPEAL
BRAND NAME
EXTRINSIC CRITERIA:

8. FASHION/
DESIGN/
IMAGE
COMMUNICATION
BELIEVABILITY
(EMOTIONAL BELIEVABILITY)
LIKING(INTRINSIC)
(“LOOK AT ME APPROACH”)
LIKING (EXTRINSIC)
(IF YOU’RE BEAUTIFUL, I WILL LOOK AT YOU)
PREDISPOSITION
(EMOTIONAL ATTACHMENT WITH THE BRAND)
PRICE DETERMINATION

9. EMOTIONAL BRANDING
UNDERSTANDING THE EMOTIONAL BRAND BENEFIT
Functional Benefit
Emotional Benefit
Social Benefit

10. EMOTIONAL BRANDING
KEY MANDATES FOR EMOTIONAL BRANDING:
Consumers buy, People live.
Product fulfill needs, experiences fulfill desires.
Identity is recognition. Personality is about character and
charisma!

11. EMOTIONAL BRANDING
Conclusion
EMOTIONAL BRANDING IS THE NEW
MANTRA…

12. EMOTIONAL BRANDING
Thank you...