International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (1158-1161), Month: October 2019 - March 2020, Available at: www.researchpublish.com
EMOTIONAL BRANDING: IT’S STRATEGIC USE 1
1,2
Ambika Sur, 2Kritika Pathak
Christ University, Bannerghatta Road Campus, Bangalore, India.
Abstract: This paper is based on the use of emotional branding by the companies to made the product successful in the market. The successful use of emotional branding by few brands like Lays, McDowell’s, Cadbury, Apple and few others have been used as examples of their strategic use of emotional branding as a part of marketing strategy. The psychological factors and emotions behind the use of this branding strategy has been explained with the help of Apple and its correspondence with Maslow’s need hierarchy theory. Analysis on three aspects, that is “ethos, pathos and logos” have been used to understand how emotional branding affects the customer’s psychology and attracts them to a particular brand advertisement. Keywords: Emotional Branding, consumers’ behaviour, Marketing tool, strategy, Apple, Cadbury, McDowell’s, Nike.
1. INTRODUCTION Branding is defined as a name, slogan, sign, symbol or design or a mixed use of a few or all the elements which distinguish between one company, product or service from another. Branding today is more diverse, and more critical than ever. Every product needs to have such a name which can be positioned in the consumers‟ mind. A consumer is the one who plays a major role in expanding the popularity of a product in the market. Branding is very important in marketing because it confirms the credibility of your business in the market. Not only this, it also help to deliver the message to the customers about the product which you launch in the market. If a product has a good Branding then consumer will be motivated to buy the product. Branding is not just about getting your target market select you over other competitors, but it‟s also about getting your target market to see you as the only provider of a solution to their needs or problems. Your brand is a promise to your target customers. In order to attract more customers, companies choose brands name in such a way that that customers automatically gets emotionally connected to that brand name. Emotional branding clearly separates brands from their rivals and also helps to create strong underlying brand-consumer relationships. Relationships with an emotional element are more likely than comparatively shallow price or convenience-based ones to resist the temptation to defect. There is a method of creating the right form of advertising campaign. It takes a keen understanding of who the target of a company is, and what the best emotion to get an answer is. It might be frustration or gladness, sorrow or motivation. Consumers want to feel emotionally linked to the brands they prefer, as this is an extension of their own personality, style and identity. And when a close emotional connection to a brand is formed, loyalty grows. According to the Entrepreneur magazine, Branding is the marketing method of developing a brand, emblem or logo that defines and separates a product from other products”. Emotional branding distinctly distinguishes brands from competitors and also helps create deep, intrinsic connections between company and customer. Connections with an intrinsic dimension are more likely to survive the desire to flee than comparatively superficial values or convenience-based ones. Companies use emotional branding to build strong relations between customers and products by exploiting their own beliefs, hence an emotion-based branding approach, little work has been channelled into exploring and extending the emotional branding study.
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