Professional Documents
Culture Documents
Team members:
Srikanth Katragadda Helen Paul Stafan Alex Varsha Celine Renu Radhakrishnan Abhishek Dutta Abdullah Jamal Malik Natasha Nelson Joel Jojo Bimal Raghav Shiran K. John Veena Satish
Emotional branding
Brand
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
Emotional branding is based on emotional aspects of the product; intangible benefits that are hard to measure but still are valuable. Communication uses peripheral route to persuasion. Many consumer products use this communication. In this kind of branding or communication, you wont see many details about the product features. Though this is tricky it can be very effective.
Celebrity Branding
Celebrity branding is a type of branding, or advertising, in which a celebrity uses his or her status in society to promote a product, service or charity
Punch lines
An often repeated phrase associated with an individual, organization, or commercial product; a slogan ICICI Hum hain na L & T We make things that India Proud SBI With you all the way Jaguar Dont dream it ,Drive it Honda The power of dreams
Emotional appeal
Culture based emotional appeal
Durable appeal
Color Branding
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.
From Quality to preference Quality gives value, preference gets sales From Notoriety to Aspiration Being known doesnt mean you are loved From Identity to personality Identity is recognition, personality is about character & charisma
From Function to feel If function is silver, feel is gold From communication to dialogue Communication is telling, dialogue is sharing From service to relationship Relationship add jewels in the crown of service
Conclusion
Emotional Branding is a new paradigm that would command growing importance in the years to come
References
Emotional branding: the new paradigm for connecting brands to people http://www.themarketingsite.com/live/content.php?Item_ID=3353
11 Musketeers
One for all .. All for one