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Emotional Branding

Presented By: Gauransh GandhiPM/2014/402MBA(Pharm)NIPER Hyderabad

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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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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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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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Thus, a company has todecide 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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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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•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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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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Color Emotion Guide

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The coloring of Vodafone's logo is designed to signify communication and sophistication.

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Harrods opts for a darker green that's associated with wealth and privilege.

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Red color of Archies is associated with love, affection etc.

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Examples of Emotional Branding

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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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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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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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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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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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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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