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Purpose of emotional

  The purpose of emotional branding is to
create a bond between the consumer and the product by provoking the consumer’s emotion.
Vance packard’s the hidden persuaders speaks to the emotional response of
consumer to advertising. It reads,” in the buying situation the consumer
generally acts emotionally and compulsively  unsubconsciously  reacting to the images and designs that are
associated with the product the notion that emotion is not only associated with
compulsiveness and irrationality but is a subconscious reaction is the framework
that drives emotional branding theory

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Today’s most successful companies
are said to have builds relationships with consumer by engaging them in a
personal dialogue that respond to their needs markets who have broken through
the clutter have done so by connecting with consumer and thereby have created
strong emotional bands through their brands author Barbara green states you
have to have a love affair with the consumer flirt with them provide that
titillating buzz when that flirtatious relationship become a deep relationship
then you have a major brand


The process of emotional
branding has an underlying concept based on four important factors which acts
as a blueprint relationship sensorial experience imagination and vision.


The relationship aspect of
emotional branding establish a connection based on mutual respect for consumers
by giving them an experience that touches them emotionally it is critical that
the companies are able to adapt with the rapid shifting of consumer trends many
organization are not aware of the changing trends in the consumer population
such as the growing number of multicultural races in the target market and the
impact of feminism in our current generation which is profoundly affecting consumer
brand expectations.


Researchers are yet to
expound the depths of sensorial experience because it could potentially led to
deeper explanation as to how and why the use multisensory band experience could
trigger an emotional also explain how companies were able to apply and
manipulate human emotions on the product to win the favour of consumers.


Imagination is the piece of
emotional branding that makes the wholes process real. Creative approaches
include from production packaging delivery in store and advertisement at this
challenges future institutions to continuously generate innovative ideas to
keep the business growing in the market as well as keeping the interest of
present consumers


Envisioning the brand’s
future plays an important factory in its long term success new competitors
always enter the market and in order to maintain the market positioning
businesses should be prepared to innovate ideas to keep its edge maintaining
the edge in the market equals to having fresh new concepts to replace gaps inn
the market thus engaging more potential customers to buy their product this
sort of principal would leave a lasting impression in the buyers minds and it
would also set an example for the future generation that a business must create
a leading brand which prioritizes its consumer needs.

Emotional branding refers to
the practice of building brands that appeal directly to a consumer’s ego
emotional state needs and aspiration the purpose of emotional branding is to
create a bond between the consumer and the product by provoking the consumer


Human needs such as love
power emotional security and ego gratification which are subconsciously emotion
based serve as a foundation for emotional branding and allow markets to create
a self fulfilling prophesy when it comes to consumer needs people want to
fulfill needs and advertisers promote the need to fulfill them in a perpetual


While traditional consumer
decision making models are grounded in the theory of rational choices and are
largely cognitive and sequential In nature. Emotional branding is irrational.
Simple playing somber music against image of people struggling without a
particular product can trigger an irrational connection by playing on a
consumer sadness.


Sometimes a product Is associated
with a product in a literal intentional of creating an emotional reaction to
the ad product or in the case of viral publishers information.


With time and repetition
brands can establish a lasting connection in the minds and hearts of consumers
in order for humans to create a relationship between themselves and a brand the
brand needs to portray a particular personality with specific values and
symbols attached to it.


Often stories use archetype
emotions that tap into universal feelings Nike’s hero archetype for example has
inspired fervent customers loyalty throughout the world the hero starts from
humble beginnings challeges a terrifying for and against all odds prevails


But Nike takes the emotional
marketing story of the hero and turns it inwards you are the hero and your lazy
side  is the villain they know that while
some people may identify with an external foe all people identify with an
internal one say emotional marketing consultant Graeme newell.


Dose the consumer really care
about branding ethics?


A popular or successful brand
may not be ethical it could be a controversial one such as the chainsaw waving
Eminem on the other hand ethical branding cannot guarantee a firm the success
in the marketplace. Consumer generally do have ethical concern but such
concerns do not necessarily become manifest in their actual purchasing
does ethical branding matter? The literature seems to be divided on the
responses of consumers one survey in the USA finds that ethical behavior is an
important consideration during the purchase decision and consumers are willing
to pay higher prices for that firm product ( creyer and ross 1997) A UK study
concludes that although consumers are more sophisticated today this dose not
necessarily translate into behavior that favours ethical companies over
unethical ones (carrigan and attalla) 2001 another us study finds that todays
consumers facing more choices in the marketing and changes in life style their
sophistication is in decline rather than increase titus and bradford 1996 the
consequence of this decline is unsophisticated consumers tend to reward
unethical business practice and punish need to be asked do the brand users
care? Do the general public care ? despite the conflicting finding in the
literature society today seems to be more concerned about ethical issues in
marketing compared with 20 years ago the more high profile a brand is the
higher expectation in ethical behavior the public would place upon the brand as
an increasing number of consumers become ethical conscious to become more
ethically accountable.


A corporate brand is the core
component of corporate reputation being the face of the organization that owns
it a corporate brand has to communicate to a wider range of audience than
consumers and investor there is an interesting relationship between corporate
reputation performance corporate reputation is believed to have positive impact
on a firm market share and ultimate on the stock market value according to one
study of long term stock price movement and company reputation changes some
8-15% of a company ‘ s corporate reputation is also affected by its past
performance both financial performance and social performance


Clearly there is a close
between ethical branding and corporate reputation these attributes may include
honesty integrity diversity quality respect responsibility and accountability
( and define what an ethical brand stands for an ethical brand
enhance the firm’ s reputation such a reputation reinforces the brand in turn
ethical branding can be studied at both corporate and production levels at the
corporate brand is a vital part of the corporate reputation management any
unethical behavior will severely damage or even destroy the total intangible
asset as evidenced by the some recent high profile scandals such enron and
Anderson consulting branding at the product level labelling packaging and
communicating  althought these do not
have a direct impact upon the corporate PR activities such as sponsorship and
donations will not automatically change the public opinion if the company is
the company is generally perceived as unethical and not genuine for example the
sponsorship of a research centre for corporate responsibility by a tobacco firm
corporate donations and CSR should not be used as varnish to cover corporate
misbehavior the organization needs to make systematic efforts to create and
maintain an ethical corporate brand image that not only enhances tis corporate
reputation but also gives the business competitive advantages.




Business is a human activity
and like most human activities it has been and is likely to continue to be
evaluated from a moral point of view ( robin and reidenbach 1987) branding as
part of business is no exception there is still much confusion about  whether a brand itself Is itself neither good
nor bad but the value a brand represent and branding decision and practice as a
subset of subset of marketing can be ethical or unethical.

The age of differentiation in
products or service Is all but goes as there is virtually little difference
between the competing offer consumers are well aware of this fact a recent
survey by the marketing forum / consumer association revealed a high degree of
consumer skepticism and cynicism to branding 78% consumers agreed with the
statement that companies like to pretend their brands are really different but
actually there s rarely any substantial difference between them while 76%argeed
that many companies see their brand as a way of pushing up prices today ‘ s
business organization face the increasing pressure from two fronts from
shareholder the pressure to improve financial performance form wide stakeholder
to behave in a socially responsible way


If corporate reputations is
a  valuable intangible asset that need to
be actively managed in the boardroom rather then be passively defended or rescued
when in crisis ethics and social responsibility hold key in corporate
communication ethical corporate branding should provide a clear vision about
how the firm brands are going to make the world a better place and have a
justified set of core values de Chernatory and mcdonald this ethical brand
positioning could benefit the company ethical a differentiate advantages over
competitions and at the same time could help overcome the increasing consumers skepticism
and cynicism towards branding communicate an ethical brand? Dose ethical
branding affect consumer purchasing decision secondly at a philosophical level
the relationship between brand branding and need society need to be examined is
the goal of branding primarily and exclusively to enrich its shareholder what
is the social purpose of branding what are its impact and consequences should a
brand stand for some core human values how dose this fit with the social role
or CSR of the business ? in this research we attempted to demonstrate that
emotional branding strategies many unintentionally foster the cultural
development of a doppelganger brand image and careful analysis of this imagery
can provide insights in to latent branding problems that might not be detected
by conventional branding strategy prescriptions although we believe that our
analysis of starbucks emerging doppelganger imagery provides support for our
thesis we also acknowledge that our research is limited by important boundary
condition and that these conditions represent potential research opportunities


Our analysis suggest that
consumers avoid brand when their emotional branding promise are viewed as inauthentic
and conversely that emotional branding strategies succeed when they can
functions as an authenticating narrative for consumer identity as an authority
narrative for consumers these ideas are congruent with research indicating that
consumers most values brands are those whose symbolic meaning play an important
role In their self conceptions and with finding that consumers can be unfor
giving when trusted brands seem to violate their emotional branding promise
however a lack of perceived authenticity may not be a major stumbling through
emotional branding in addition brands that lack iconic status may be less
sustentative to attacks on their or may be less authenticity because such brand
may fly under the rader of antibrated activity thus further research that
considers a broader spectrum of brands consumers and context is necessary to
evaluate the robustness of our theory and finding.

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