EMOTIONAL BRANDING

PROJECT REPORT ON:

EMOTIONAL BRANDING

CONTENTS:

INTRODUCTION

BRAND
BRAND DIFFERENCE
NEED OF BRANDING

EMOTIONAL BRANDING
A NEW REALIZATION
TOUCHING THE HEART

EMOTIONAL SATISFACTION
MAKE YOUR CUSTOMER SMILE

COLOR BRANDING

CRITERIA THAT GOVERN EMOTIONAL BRANDING

LINK BETWEEN EMOTIONS AND BRAND LOYALTY

CLASSIFICATION OF BRAND ON THE BASIS OF APPEAL

EMOTIONAL BRANDING

UNDERSTANDING THE BENEFITS OF EMOTIONAL BRANDING

HOW TO MARKET EMOTIONALLY

KEY MENDATES FOR EMOTIONAL BRANDING

CONCLUSION

ACKNOWLEDGEMENT

EMOTIONAL BRANDING

No assignment can be completed without the help of many, many individuals. Hence;
thanks and gratitude are owed to all of them for help in various ways in completion of
this assignment.
I am highly thankful to our supervisor MISS. SONALI MAM , DEEPSHIKA
INSTITUTE OF MANAGEMENT STUDIES to take this opportunity through which
I got the chance to make a report on EMOTIONAL BRANDING.
I would also like to convey my heartfelt thanks to our principal for his encouragement,
advice and strong support in every manner to make this report up to the mark. I am
also thankful to my parents for cooperating and helping me to completing project by
their valuable suggestions.
I am also indebted to my friends for their constant help and contribution by providing
oversight and critique, in their special areas of interest that influenced this.
It was such a great experience to interact with people and to get their view. It will
definitely help us to improve our communication skills. Gain the knowledge of various
techniques of advertising prevailing to the market.

JUNED KHAN

INTRODUCTION
Emotional Branding is a virtual movement. It began in 2001, when a
profoundly different brand design strategy was developed from the
creation of Marc Gobs bestselling book. The Emotional Branding
strategy marked a simple but revolutionary shift in thinking: placing
the consumer, not the product, at the forefront of a brands strategy.

EMOTIONAL BRANDING

Marketing in the 20th century had deviated from this basic principle,
adopting a guerrilla-warfare, us (the marketers) against them (the
consumers) mentality.
Emotional Branding has opened the pathway to an entirely new kind
of thinking, which explores how brands can connect with people in a
more sensitive and humanistic way and touch people profoundly at
the level of the senses and emotions.
One of the most amazing discoveries of Emotional Branding has been that by
empowering consumers, brands are ultimately empowered themselves.
Emotional Branding allows a brand to own a unique and compelling strategic,
visual, tactical and verbal vocabularycreating a rich personality that enables
the brand to stand out completely from the competition and win peoples
hearts.

WHAT IS BRAND

Before starting about Emotional Branding we must know about

Brand. All products have names but not all names are brands. A
brand is a promise. A brand is not a product. It is a promise that the
consumer is aware of (sometimes vaguely) when they buy and it is a
promise that is kept and delivered by their experience with what they
bought.

EMOTIONAL BRANDING

Defining the promise is the first step in branding. The promise

must be described in terms of what customers want, not from the
perspective of what the company thinks it has. If the promise is well
identified and successfully delivered, a bond of trust is built between
the company and its customers. As this bond strengthens, so does the
brand. A brand is something that is build and earn a reputation for.
You may have invented a better mousetrap and given it a highly
memorable name, but it is not a brand until it proves to your
customers that it works and they tell you that your mousetrap is the
one they prefer. It has been argued that you don't create your brand.
Your customer does!
So a brand is also a form of trust - a guarantee in customers' minds
that they are getting something they know they can rely on, time
after time. It becomes a useful short cut to reliability. This is another
reason why having a strong brand is so valuable. You don't have to
waste a lot of time and money describing yourself in detail at every
sales opportunity. Your reputation, quite literally, precedes you.
Brand Associations The feelings, beliefs and knowledge that
consumers (customers) have about brands. These associations are
derived as a result of experiences and must be consistent with the
brand positioning and the basis of differentiation.
Brand Commitment The degree to which a customer is committed
to a given brand in that they are likely to re-purchase/re-use in the
future. The level of commitment indicates the degree to which a
brand's customer franchise is protected form competitors.A brand
should have at least two other central dimensions:

EMOTIONAL BRANDING

1. As well as making a promise, a brand should offer its user a benefit

and
2. A brand should serve to differentiate itself from its competitors in
an attractive, memorable, relevant and compelling way.
So the end result of designing a brand is a proposition that says to the
user:
here is what the brand promises to
deliver to you; this is why it meets your needs; this is why it is
better than the others.

WHAT IS EMOTIONAL BRANDING

Emotional branding is a very powerful means of increasing ones

market share and creating brand loyalty. Emotional branding is
widely heralded as a key to marketing success, and leading brands
often attempt to forge deep emotional bonds with their customers
In today's highly competitive markets, smart companies are
focusing more and more on emotional branding to differentiate their
product in the minds--and hearts--of consumers.
"People spend money when and where they feel good."

EMOTIONAL BRANDING

- Walt Disney
No wonder. Today's consumers face more choices than ever, yet they
devote less time to product comparisons. To compound the matter,
brands in many industries have become increasingly similar in
quality, price and delivery.
You've gained their trust and are rewarded with their loyalty. Once a
consumer's emotions are involved, you've injected real power into
your brand. As Kevin Kelly once noted,
"the only factor becoming scarce in a
world of abundance is human attention."
Rather than huge advertisements and image or brand awareness,
branding boils down to how a product makes a customer feel and
that is where emotional branding comes in and that is where the
competitive edge also comes in.
The answer is because we all have both left and right brains. The
right brain reflects our creative and emotional side, the left brain
controls our logic and intellectual reasoning. Effective branding
appeals to both sides of the brain. It takes into account both tangible
and intangible attributes which relate to both functional and
emotional benefits.

EMOTIONAL BRANDING

Surf, Pears, Maruti, Titan, TATA are all brands that people have
come to trust and love because they have not only delivered
exceptional products but a great experience to go with them.

EMOTIONAL BRANDING

A NEW REALIZATION
Conventional marketing based on Features-Advantages-Benefits and
Satisfaction (FABS) is pass, and rational marketing is history.
People of the genre listen only to their irrational, emotional
requirements. They dont buy something because it will last forever,
but because it may give them satisfaction in terms of image, prestige
and snob value.
If we looked at the pyramid shaped Indian society , we find that the
majority of the people live in villages and do not have proper
livelihood and purchasing power. These people look for utility
products. but others who are at the top of the society-who have
loads of money-look for things that can enhance their image and
prestige.

The Three Levels Of Needs Drawn From Maslows Hierarchy Of Needs

EMOTIONAL BRANDING

SELF ACTUALIZATION

SELF ESTEEM

HIGHER
ORDER
NEEDS

LOVE AND BELONGINGNESS

MIDDLE
ORDER
NEEDS
NEEDS

SAFETY AND SECURITY NEEDS

PHYSILOGICAL NEEDS
LOWER
ORDER
NEEDS

it is very interesting to note that people with lower order needs may
only buy utility products. Fashion and style may not be criteria for
them to buy a product and they may be driven mainly by utility,
price and other elements. People with middle order needs may look
for style and fashion if they find logic and reason in them; and if they
can also afford the same.

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EMOTIONAL BRANDING

These people have more money compared to those with lower order
needs and hence they spend much more on comparatively expensive
items.
But actually, the big spenders are those with higher order needs.
These people have money , taste and a liberal spending habit. They
spend huge amounts of money on various products. Almost 80% of
total spending is done by them. And all companies are eyeing them
for future growth.
Sometimes their spending pattern is illogical as they are often crazy
and

obsessed

about

buying.

They

are

the

new

generation

consumers; their philosophy is to earn more and spend even more (if
possible).They never look for utility in the products and may buy
a car because of the glitzy ad they have seen recently on TV. They
are highly fanatical and passionate about the latest cars, the most up
to date mobile handsets and other gizmos. To them tangible benefits
are pass; style and fashion are more important. Emotional
Marketing is just apt for them.

TOUCHING THE HEART

Effective marketing should not only touch the hearts of the
consumers but should also impact upon them emotionally and lead
them on to take action. It may be targeted at the new generation
consumers, who have the more spending power, a well defined taste,
a liking for the latest products and a value system that is totally
untraditional. The new generation consumers can be targeted with
the following Emotional Marketing Mix:

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EMOTIONAL BRANDING

1. Glitzy Ad
2. Flashy Design
3. Lifestyle
4. Image

Moving Consumers From Reality To Unreality - Helping Them Dream

LIFESTYLE

FLASHY DESIGN

EMOTIONAL BRANDING

IMAGE

GLITZY AD

Here we can take the eg. of DOVE soap. Dove is not just a soap
its a dream a dream of becoming delicately beautiful , by using a

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EMOTIONAL BRANDING

very gentle soap. When a girl bathes with Dove soap, she nurtures a
dream of becoming exquisitely beautiful. And she also expects to be
accepted by a dream boy. When she buys it , she actually does not
buy the tangible soap, but her purchase is driven by
her dream an eternal dream that every girl cherishes to become
gorgeously attractive. The tangible Dove soap, together with the
imagery created around the brand, has a decisive effect on the
consumer.
The same can be said for Fair & Lovely and other beauty products.

EMOTIONAL

SATISFACTIONA

KEY

MARKETING

VALUE

DRIVER

In order to delight your customers emotionally, you must use the

Emotional

Marketing

Mix

very

carefully.

You

must

indicate

emotional element in your product, communicate the same with glitz

and help consumers imbibe those emotional elements and make
them dream. Consumers at the higher order need level, very often
get locked emotionally with glitz , surreal beauty, somber and exotic
locations. The communication should also include flashy product
design and its associated lifestyle elements. When consumer imbibe
these communications strongly, the product becomes indispensable
to them and they would be willing to die to possess it.
In todays world, people go absolutely gaga about glitz and fashion.
Tangible merits are outdated. There is no denying the fact that if
tangibles and fashion can be integrated into a product, it can be a
phenomenal success, but this may not be true for all products. In
order to achieve success in business you need to be able to strike
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EMOTIONAL BRANDING

the emotions that motivate your prospects. Describing the emotional

delight your customers get from your products can surely take you
that extra mile towards success. The customer should feel a sense of
self-importance, pride, confidence and delight upon buying your
products.

COLOR BRANDING
Making use of the right colors in the promotional materials like
marketing brochures, product labelling and packaging is very
important. This is quite essential to arouse the right set of emotions
that will prompt your target audience to buy your product or service.
Colors have the ability to change peoples emotions. Furthermore,
several colors carry symbolic meanings and associations. for
example, if youre selling childrens products, it may be appropriate
to use rainbow colors, as they represent enjoyment and happiness.
Similarly, if one is selling products for men, colors such as blue,
black, grey or white may be more suitable, as they represent
strength and maturity.
Following are some of the common colors used in personality
tests and their meanings to give you an idea of how color
preferences can be used to further understand customers
and their behaviors
Orange Color Meanings
Orange is related to energy, strength and power.
Gold Color Meanings
Gold color represents loyalty and responsibility.
Green Color Meanings
The color personality preference tests assume that green color
represents a persistent, decisive and resistant state of mind.
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EMOTIONAL BRANDING

Blue Color Meanings

Blue color is related to calmness
Red Color Meanings
Red color excites.
The color personality tests associate it with enthusiasm, strength and
competitiveness.
Looking at these color meanings as they relate to consumer
behavior, it seems clear that different target audiences would
respond to different colors in marketing materials and branding. It
certainly makes a case for including color preference questions in
market research used to segment your customers. Do your
customers prefer orange or blue? If there is a trend, you might want
to match your color choices to your target audiences preferences.
What do you think about color in terms of predicting consumer
behavior and using it to more appropriately communicate with target
audiences?- is a step to success.

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EMOTIONAL BRANDING

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EMOTIONAL BRANDING

CRITERIA THAT GOVERN EMOTIONAL BRANDING

TECHNICAL

COMMUNI-CATION

INTRINSIC
TOUCHING
THE
HEART

EXTRINSIC

PRICE

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EMOTIONAL BRANDING

TOUCHING THE HEART

Technical Criteria:
The technical criteria talk about the functional elements of the
product. If the additional functions & features of a product are able to
make certain operations easy to perform & execute, then it will be
widely accepted over other substitutes. Marketers who offer products
or services that have extra features & are easy to use, will definitely
have an edge over competitors & drive the market their way.
Communication Criteria:
In communication, one should

integrate technical and emotional

elements and let the consumers imbibe the same. Both technical and
emotional elements are important . However, in todays world of
standardized products , utility has taken a backseat , and emotional
elements are what really drive consumers to the last point
BRAND

COMMUNICATIONS

ARE

SENT

AND

RECEIVED AT

THREE EMOTIONAL LEVELS:

The Head
The Heart and
The Gut.

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EMOTIONAL BRANDING

1. Head communications represent the rational. They are most

effective in situations where literal identification is the highest
priority, such as in signage or functional product information.
2. Heart communications strengthen a brands relationship with
its target audiences. They capture a sense of shared values and
readily adapt to interactive and social contexts.
3. Gut communications intuitively tap into consumers conscious
and subconsciousdesires. They create a wow factor that drives
not just loyalty, but passionate attachment to a brand.
While brands can powerfully link their overall brand image to one of
these emotional zones, we believe that every brand must leverage
all three emotional levels to most effectively communicate with their
target audiences.
Intrinsic Criteria:
Intrinsic criteria throw light on the fact that the product must appeal
to the customers senses. A customer is driven by its feel, taste,
smell, look or sound. He wants to be associated with joy, beauty,
pride and confidence. His senses are governed by the Look At Me
attitude. Therefore, products which cater to these basic needs of the
customer are more likely to be accepted.
Consumers are constantly looking for something new and different. A
marketer must make use of the right kind of innovations which can
take the consumers to a higher plane and give them delight and
surprise.

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EMOTIONAL BRANDING

The Look At Me approach would be extremely innovative and may

entice consumers who look for very diverse products. In this
approach a strong appeal (may be sensuality) can create wonders.
Extrinsic criteria:
The extrinsic criteria give rise to a dream in the consumers mind
that people like to look at beautiful persons/objects and that if he
would look good on being associated with the product , people would
like to be with him; thus giving him an extra sense of acceptance in
the society and greater confidence. This would lure the customer
towards buying the product again and again. Quite clearly, some
emotions of the prospects are driven by the concept if youre
beautiful, Ill look at you!. A product must therefore have both
tangible and intangible features that would make it beautiful and
also make the user look beautiful.
When a consumer looks at the product, he sees both tangible as well
as intangible factors. In certain product categories appeal can take
over all other factors and the consumer may decide in favor of the
brand because of the appeal only.

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EMOTIONAL BRANDING

EXTRINSIC
CRITERIA:
ATTRACTIVE
PACKAGING

TANGIBLE
FEATURES

IF
YOURE
BEAUTIFUL
I
WILL LOOK
AT
YOU..

DESIGN /
LABELLING

APPEAL

COLOUR
INTANGIBLE
FEATURES
BRAND NAME

. NAMING

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EMOTIONAL BRANDING

Naming a brand is also equally important . A relevant , meaningful

and contemporary name can strike the right chord in the consumers
mind. For example, Head & Shoulders is an appropriate name for an
anti-dandruff shampoo and goes a long way in making this brand
successful. Newsweek sells much more globally than News Weekly.
Playboy is more popular than Esquire. All these successful brands
have relevance and right association
Naming is a sub-set of branding, and it is an important sub-set. Wellexecuted, a memorable name and an arresting logo can be valuable
assets for a good brand. In fact, a well-chosen name can perform
almost as a one word commercial. This can be especially critical for
smaller businesses which may lack the budgets to promote their
brands effectively.
Today's skeptical, time-pressed generation needs a prompting that
instantly encourages them to give your brand a try. A truly strong
brand name should at least hint at emotional gratification. If your
brand name doesn't convey its emotional essence, consider adding a
tagline. Use words that show emotion. For example, if you ran a spa,
you might apply words like "love," "satisfy" or "indulge." Again,
ensure that the words you use are appropriate for your audience

PRICE

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EMOTIONAL BRANDING

Price is a very important criterion for profitability and sustainability of

any product/brand. It has been observed that if consumers develop a
predisposition towards a particular brand , he is ready to pay more.
The prime objective should be to take consumers into the emotional
loop and move them upstage to the level of predisposition. Once a
consumer is predisposed emotionally towards a brand, 90% of the
battle is won. It is therefore important for the marketer to be
committed to put the consumers into the emotional loop, develop
emotional predisposition and strive towards emotional marketing.

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EMOTIONAL BRANDING

PRICE DETERMINATION
PREDISPOSITION
(EMOTIONAL ATTACHMENT WITH THE BRAND)

FASHION /
DESIGN /
IMAGE

LIKING (EXTRINSIC)
(IF YOURE BEAUTIFUL, I WILL LOOK AT YOU)

LIKING (INTRINSIC)
(LOOK AT ME APPROACH

BELIEVABILITY
(EMOTIONAL BELIEVABILITY)

COMMUNICATION

The Link Between Emotions and Brand Loyalty

Research shows that reason and emotions differ in that reason

generates conclusions but not necessarily actions, while emotions
more frequently lead to actions. You can educate consumers on your
product's features, but without an emotional involvement of some

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EMOTIONAL BRANDING

kind, consumers may not attach values to those facts--at least not
the values you may want them to attach.
For example, a salad may be a healthier choice than a hamburger
and fries, but many people grab the burger anyway. After all, on an
emotional level, a salad equals "doing the right thing" (ho-hum) but a
hamburger equals "pleasure and gratification" (mmm). When it
comes to brand loyalty, nothing is stronger than securing an
emotional bond to your brand.
Classification of brand on the basis of appeal :
1. Sensual appeal products:
It

may

not

be

possible

for

most

brands

to

become

symbolic/emotional brands without establishing themselves on the

functional platform. In most product categories (even in service
categories such as banks, hotels and travel services), consumers
seek benefits that can add value to their time, convenience or
performance. In apparels, easy maintenance adds to convenience;
goggles' protection of the eyes adds value to the well-being of the
consumer and his performance in various activities.
There are some exceptions. Soft drinks, ice creams,
perfumes, cigarettes

and chocolates are categories which

convey sensual gratification and hence they are sensory products.

2. Utility-appeal products:

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EMOTIONAL BRANDING

The next approach is towards those categories that are not

sensory in nature, namely utility-oriented categories. One
category is the typical FMCG category and the other category is that
of durables. There seems to be a proliferation of emotional branding
in FMCG categories. Chakra Tea, Close Up toothpaste, Dettol
antiseptic lotion, Johnson & Johnson's baby powder and Saffola
in the edible oil category are just some examples. Most of them have
also conveyed a functional proposition in the seemingly emotional
proposition protection Dettol, whiteness of the teeth in Close Up
and

taste

(sensory

benefit)

in

Chakra

Tea.

3. Emotional appeal products:

Cadbury's Temptations uses emotional appeal in its TV
commercial. Symbolism in this context is broad-based and could be
the feeling of belonging to a group, self-concept, relationships and
self-esteem. There are a number of brands of perfumes and
deodorants that are relationship-oriented appeals.
4. Culture-based emotional appeal products:
Culture-based emotion is another category which some brands
have used effectively. Here, an emotional belief is attached to a
cultural belief.
Reliance Mobile shows an advertisement in which the father gifts
a mobile to his daughter who is married an emotion clearly tied to
the cultural belief of

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EMOTIONAL BRANDING

Godrej's Storwel cupboard was one of the earliest brands to

position itself as a `gift for the bride', with the advertisement having
all the trappings of a typical wedding.
5. Durable products:
In the category of durable products too, emotional branding seems
to play an important role in influencing the psyche of the consumer.
Santro, one of the fastest selling passenger cars, has a strong
celebrity-based emotional overtone.
Titan is another example where the emotion surrounding the gift
proposition was effectively captured by the watch brand. Currently,
the brand is attempting to position itself as a lifestyle accessory.
BRANDS

USING

BOTH

BENEFITS

AND

SYMBOLIC

ASSOCIATIONS:

LG, in the positioning with regard to its televisions, washing

machines and refrigerators has creatively combined the emotional
proposition.
In refrigerators, the emotion is safety and trust (preservation of
nutrients); in washing machine, it is fabric care (trust); and in
television, it is Golden Eye (care). Such a positioning backed by a
good product and service is certain to get positive word of mouth.
There may be categories which fit into such functional-emotional
combination. Marketers would have to consider the category along
with the target segment to visualise such combinations.

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EMOTIONAL BRANDING

The Vicks advertisement of yesteryear is a classic the son

drenched in the rain offering a bouquet to the mother on her
birthday and the mother using Vicks for the occasion. Baby products
involving infants and mother (J&J uses this) are another example.
Clinic Plus initially positioned itself on the mother-daughter
bonding.

researchers and experts have different ideas on what a brand benefit

is, segmenting it into three or four categories which are :
Functional Benefit - Actual benefit from the brand. (ie. Low Fat)
Emotional Benefit -

Benefit felt in the heart and mind of the

consumer. (ie. feeling light and healthy)

Social Benefit - Benefit acquired by the consumer, only once it
comes in contact with other people (ie. being a healthy person
among a group of friend.)
The strongest brands always effectively express emotional
and often social benefits.
Emotional benefits express how you feel when you use the brand,
while social/affiliation benefits revolve around how you want others
to see you.

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EMOTIONAL BRANDING

Functional benefits are important, yet they are also easiest for
competitors

to

claim

or

duplicate.

Functional

benefits

rarely

differentiate one brand from another.

Connecting emotional benefits with your difference is at the heart of
great messaging. And elevates your brand to one of contemporary
relevance.
In this post Ill focus on the Emotional Benefit, since I believe there is
a great chance for many brands to improve in it.

UNDERSTANDING THE EMOTIONAL BRAND BENEFIT

However, only few brands (worldwide) have been able to

translate the functional benefit into something consumers
understand and are able to deal with emotionally, moving
them to adopt it as part of their daily lives; hence, starting a
new relationship with a brand. Some examples of such
brands are: Coca-Cola, Starbucks, Singapore Airlines, and
recently Apple.

Apple - "Brand of the Year" in 2001

When we speak on emotional benefits, the benefit gotten by the
consumer isnt something material they can show off as an Oscar
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EMOTIONAL BRANDING

statue. Instead, it works more directly into the heart and mind. The
key here is that in most cases, even though it isnt a material good, it
can be showed off as a batch of honor or status. (arriving to the
creation of a social benefit)
For example:

Singapore Airlines allows their users to have fun, test new

business models, be the first ones to discover new airline
paradigms, and enjoy their ride as no other brand allows them
to.

The tricky part on establishing an emotional benefit for consumers is

the transition and translation of the functional benefit into something
that consumers can experience emotionally that will leave them
touched with the brands benefit itself.
A benefit will never attract the emotional side of a consumer if it isnt
relevant to her. Singapore Airlines offers the functional benefit of
high quality, innovative, different and even fun flights around the
world; all of which are relevant and important to consumers, that is
what theyre looking for a in a 12-hr flight. But they take it a step
further

by

utilizing

communication

strategies

like

advertising

branding, and positioning through various mediums to connect

emotionally with their users. By putting forth, what Id call, a causeeffect

strategy

they

target

consumers

both

ways,

through

advertising (prior to service delivery, promising great things) and

then finally connecting the dots with the amazing experience they
provide to the users once on-board.

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EMOTIONAL BRANDING

By having strategies (all around) that are relevant to your consumers

(or potential ones), and then keeping the promise through a
sustained period of time, you will be able to tie in the emotional
brand benefit that consumers get from your brand experience. So
Emotional Branding is the new mantra.
HOW TO MARKET EMOTIONALLY:
When figuring out how to market emotionally, you need to work out
what drives your customers. How do they spend their days? How can
your product make their lives easier, make them healthier or better
looking or their lives more fun? Once you get a grip on how your
product appeals to your customer, you can then focus your
marketing efforts on bringing to the fore the emotional offer that
your clients will respond to. For example, if you sell liquid vitamins I
would say off the top of my head that your target market are people
who are health conscious, not as healthy as they would like to be,
high income earners, probably leading quite stressed lives and they
want their vitamins quickly and immediately.
Obviously you need to pitch your marketing tactics at intelligent,
busy people who are concerned about their health and want instant
results from vitamins. You could show a before stressed executive at
office or stressed mom ferrying the kids and after executive in
control of a meeting, mom laughing with the kids to show the
benefits of these vitamins.
To build an emotional marketing campaign you need to read the
psycho-social make-up of your target market and build up an
emotional campaign to meet their needs. It sounds like common
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EMOTIONAL BRANDING

sense but surprisingly few businesses go about doing this. They

simply have advertisements published and hope for the best. What
you actually need is a promotional campaign where you are entering
into an emotional back-and-forth relationship with the customer,
persuading them that your service or product can meet their
emotional need.
Key Mandates for Emotional Branding:

These key mandates illustrate the difference between traditional

concepts of brand awareness and the emotional dimensions a brand
needs to express to become preferred.
From Consumers to People:
Consumers buy, People live.
In marketing circles, "consumers" are often categorized by the
terminologies like breaking down the defences of customers,
stratergising to win the battle etc. This view of consumer as an
"enemy" is rather detrimental. A better way is to create a desire in a
customer in a positive manner without harassing them. This can be
achieved by using a win-win partnership approach based on a
relationship of mutual respect. After all, the consumer is our best
source of information.
From Product to Experience:
Product fulfill needs, experiences fulfill desires.

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EMOTIONAL BRANDING

Customers buying just for need is driven by price and convenience. A

product or shopping experience such as Kemp Fort at Bangalore
(where shoppers can share a light moment with the cartoon
characters outside the store), Kerala Tourism's interactive website
(where the visitor can experience a host of features like image
galleries, music galleries, video galleries, Gourmet's corner etc.) has
added value and will remain in consumers emotional memory as a
connection made on a level for beyond need. A product can be old
and new at the same time if it continues to have emotional relevance
for consumers.
From Honesty to Trust:
Honesty is the best policy. Truth is even better. It needs to be
earned.
Honesty is required to be in business today. The govt. authorities,
consumer groups and the people in general have an increasingly
rigorous standard for products and will rate very quickly what needs
to be on shelf and what doesn't. The issue regarding the
presence of pesticide levels over the permissible limit in the
soft drink Coca-Cola has really deteriorated the trust people
had in the brand. In Kerala, both Coke and Pepsi has been suffering
from this account. Trust is one of the most important values of a
brand and it requires real effort from corporations. One of the most
powerful moves towards building consumer trust was retailer's
implementation of the "no questions asked" return policy some years
ago.
From Quality to Preference:

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Quality is a necessary offering if you want to stay in business; it is

expected and had better be delivered. Preference toward a brand is
the real connection to success. Trigger (Jeans brand) is a quality
brand, but it has currently lost its preferential status. Amul is a
brand that has achieved an enviable and highly charged emotional
connection with consumers today. There is no stopping a brand when
it is preferred.
From Notoriety to Aspiration:
Being known does not mean that you are also loved!
Notoriety is what gets you known. But if you want to be desired, you
must convey something that is in keeping with the customer's
aspirations. Reliance Industries is a household name in India with
operations in a wide area covering petrochemicals, refining, textiles,
telecom etc. But the company's recent malpractices in the telecom
sector (where TDSAT imposed a fine of Rs.150 crore to be paid to
Department of Telecom) are not something that a customer would
aspire emotionally. So more than visibility, a brand has to be
inspirational.
From Identity to Personality:
Identity is recognition. Personality is about character and
charisma!
Identity is descriptive. It is recognition. Personality is about character
and charisma. Brand identities are unique and express a point of
difference on the competitive landscape. They have a charismatic

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character that provokes an emotional response. BSNL has a strong

identity, but Airtel has personality.
From Communication to Dialogue:
Communication, as conducted by many companies, is primarily
about

information-and

information

is

generally

one-way

proposition. Communication is telling. Dialogue is sharing. Real

dialogue implies a two-way street, a conversation with the consumer.
Progress in digital media is now allowing this evolution to take place,
and finally will help foster a rewarding partnership between people
and corporations.
From Service to Relationship:
"If we greet customers, exchange a few extra words with
them and then custom-make a drink exactly to their taste,
they will be eager to come back."
- Howard Shultz, CEO of Starbucks
Service involves a basic level of efficiency in a commercial exchange.
But relationship means that the brand representatives really seek to
understand and appreciate who their customers are. It is what you
feel when you walk into a 'Music World' store and find that the music,
the decor, and the salespeople all speak the same language-the
customer's! It is the new expectation. Who does not feel special
when someone in a store or restaurant welcomes you by your own
name! The emotional component of a true relationship does matter!
CONCLUSION

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Emotional Branding is a new paradigm that would command

growing importance in the years to come.

The rational means of

attracting customers through product features and benefits is losing

its importance, particularly when catering to the higher order needs
of the more affluent section of consumers . Emotional appeal based
on lifestyle and image, supported by glitzy advertisement and flashy
packaging are becoming comparatively more common in recent
times.
The basic principle of emotional marketing is that one has to touch
the customers heart, and create a liking for the product through the
use of Intrinsic (Look At Me Approach) and Extrinsic (If
youre beautiful, I will look at you!) criteria.
,Marketers would have to be particularly conscious about including
the emotional component in their marketing activities in order to
provide that added edge, which would not be available if one limits
oneself to a rational appeal alone. With increasing disposable
incomes and consequent growth in discretionary spending power,
emotional marketing will have a much greater role to play in deciding
how the additional income would be spent.
The market out there is fast and furious. The competition is
heavy and the marketing messages are reaching consumers in their
thousands every day. To compound the challenge most of your
potential customers basic needs are already met. They are looking
for things to enhance their lives, make them feel better, prettier,
sexier. Marketing to todays consumers is a challenging business

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because you are no longer listing the specifications of products and

services. Instead you are meeting people on an emotional level to
break into their consumer awareness.
In short, Emotional Branding has created an entirely new
vernacular in the business world and opened up a new
dialogue about how to create brands people truly love
through the power of emotions and design
We can conclude thatEmotional Branding - For the ultimate
bonding

Bibliography
Book / Magazine:
1. MARKETING MASTERMIND
WEB:
1. www.emotional marketing. com
2. www.emotional branding.com
3. www.iupindia.org
.

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