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EMOTIONAL BRANDING

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					EMOTIONAL BRANDING
       EMOTIONAL BRANDING




   THE ONLY FACTOR BECOMING SCARCE IN
   A WORLD OF ABUNDANCE IS HUMAN ATTENTION.
                                        --KEVIN KELLY

Emotional branding is a very powerful means of increasing
one’s market share and creating brand loyalty by triggering
emotions of customers.
LEVELS OF NEED


     SELF ACTUALIZATION           HIGHER ORDER NEEDS


     SELF ESTEEM




       LOVE AND BELONGINGNESS            MIDDLE ORDER NEEDS




             SAFETY AND SECURITY NEEDS

             PHYSILOGICAL NEEDS
                                           LOWER ORDER NEEDS
      REALITY TO UNREALITY


LIFESTYLE               FLASHY DESIGN




         EMOTIONAL BRANDING




 IMAGE                        GLITZY AD
    EMOTIONAL BRANDING



COLOUR BRANDING
COLOURS HAVE THE ABILITY TO CHANGE PEOPLE’S EMOTIONS.


HOW
COLOR PREFERENCES AFFECT YOUR BRAND AND


                MARKETING STRATEGY       ?
                               CRITERIA:

                               TOUCHING THE HEART
                   TECHNICAL




INTRINSIC                             COMMUNICATION



                   TOUCHING
                      THE
                     HEART




       EXTRINSIC                   PRICE
 EXTRINSIC CRITERIA:
                           ATTRACTIVE PACKAGING



              TANGIBLE
              FEATURES

                           DESIGN/LABELLING

 IF YOU’RE
BEAUTIFUL I
 WILL LOOK
 AT YOU…..
                                APPEAL


              INTANGIBLE        COLOUR
               FEATURES

                              BRAND NAME
          PRICE DETERMINATION

                        PREDISPOSITION
                (EMOTIONAL ATTACHMENT WITH THE BRAND)


  FASHION/
   DESIGN/
    IMAGE             LIKING (EXTRINSIC)
                (IF YOU’RE BEAUTIFUL, I WILL LOOK AT YOU)




                       LIKING(INTRINSIC)
                     (“LOOK AT ME APPROACH”)




COMMUNICATION
                          BELIEVABILITY
                     (EMOTIONAL BELIEVABILITY)
     EMOTIONAL BRANDING




UNDERSTANDING THE EMOTIONAL BRAND BENEFIT
            Functional Benefit
             Emotional Benefit
              Social Benefit
         EMOTIONAL BRANDING



KEY MANDATES FOR EMOTIONAL BRANDING:

Consumers buy, People live.

Product fulfill needs, experiences fulfill desires.

Identity is recognition. Personality is about character and charisma!
      EMOTIONAL BRANDING




Conclusion…………………..
EMOTIONAL BRANDING IS THE NEW MANTRA………
EMOTIONAL BRANDING




 Thanks…….

				
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posted:3/11/2012
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