EMOTIONAL BRANDING

CONTEMPORARY ISSUE ON SEMINAR

A STUDY ON

EMOTIONAL BRANDING

Session: 2009–11

SUBMITTED TO: SUBMITTED BY:

Mr. RAJAT MENDIRATTA DEVENDAR TAK
M.B.A SEM II

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Acknowledgement

The beatitude, bliss & euphoria that accompany successful completion any task would not be
completed without the expression of appreciation of simple virtues to the people who made it
possible.
So, I take my immense pleasure in expressing a whole hearted thanks to all the faculty members who
guided me all the way making this project successful.
It is my privilege to express a deep sense of gratitude and thanks to Mr. RAJAT MENDIRATTA for
providing us various information directly related to project.
I extend my gratitude and thankfulness to Apex Institute of Management & Science.

Date: 12-05-2010 Submitted By:

(DEVENDAR TAK)
Place: Jaipur

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Preface

The underlying aim of the seminar on contemporary issue as an integral part of MBA program is to
provide the students with practical aspects of the organization – working environment.
Such type of presentation helps a student to visualize and realize about the congruencies between the
theoretical learning in the premises of college and actual followed by the organization. It gives the
knowledge of application aspect of the theories learnt in the classroom.
The seminar project in EMOTIONAL BRANDING is a complete experience in itself, which provide
me with the understanding. This has become as inspirable of my knowledge of management being
learned in MBA program.

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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

 UNDERSTANDING THE BENEFITS OF EMOTIONAL BRANDING

 HOW TO MARKET EMOTIONALLY

 KEY MENDATES FOR EMOTIONAL BRANDING

 CONCLUSION

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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 Gobé’s 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 brand’s strategy. 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 vocabulary—
creating a rich personality that enables the brand to stand out completely from the
competition and win people’s hearts.
 

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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.

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.

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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:

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 one’s 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."

- Walt Disney

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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.

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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.

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A NEW REALIZATION

Conventional marketing based on Features-Advantages-Benefits and Satisfaction (“FABS”) is passé,

and rational marketing is history. People of the genre listen only to their irrational, emotional
requirements. They don’t 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.

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The Three Levels Of Needs Drawn From Maslow’s Hierarchy Of Needs

SELF
ACTUALIZATION HIGHER
ORDER
NEEDS
SELF ESTEEM

MIDDLE
ORDER
LOVE AND NEEDS
BELONGINGNESS
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.

These people have more money compared to those with lower order needs and hence they spend
much more on comparatively expensive items.

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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 passé; 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:

1. Glitzy Ad

2. Flashy Design

3. Lifestyle

4. Image

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Moving Consumer’s From Reality To Unreality - Helping Them Dream

LIFESTYLE FLASHY DESIGN

EMOTIONAL BRANDING

IMAGE GLITZY AD

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Here we can take the eg. of DOVE soap. Dove is not just a soap – it’s a dream – a dream of
becoming delicately beautiful , by using a 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 SATISFACTION”A 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 today’s 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 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.

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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 people’s emotions. Furthermore, several colors carry symbolic
meanings and associations. for example, if you’re selling children’s 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.
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

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customers. Do your customers prefer orange or blue? If there is a trend, you might want to match
your color choices to your target audience’s 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.

Criteria That Govern Emotional Marketing:

TECHNICAL

COMMUNI-
INTRINSIC -CATION
TOUCHING
THE

HEART

EXTRINSIC PRICE

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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 today’s world of
standardized products , utility has taken a backseat , and emotional elements are what really drive
consumers to the last point

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BRAND COMMUNICATIONS ARE SENT AND RECEIVED AT THREE

EMOTIONAL LEVELS:

 The Head

 The Heart and

 The Gut.

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 brand’s 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 subconscious—

desires. 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.

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Intrinsic Criteria:

Intrinsic criteria throw light on the fact that the product must appeal to the customer’s 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.
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 consumer’s 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 you’re beautiful, I”ll 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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EXTRINSIC CRITERIA:

ATTRACTIVE
PACKAGING

TANGIBLE
FEATURES
DESIGN /
LABELLING

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

BRAND NAME

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NAMING

Naming a brand is also equally important . A relevant , meaningful and contemporary name can
strike the right chord in the consumer’s 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. Well-executed, 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
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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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.

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)

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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.

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 I’ll 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

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When we speak on emotional benefits, the benefit gotten by the consumer isn’t something material
they can show off as an Oscar statue. Instead, it works more directly into the heart and mind. The key
here is that in most cases, even though it isn’t 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 brand’s benefit itself.

A benefit will never attract the emotional side of a consumer if it isn’t 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 they’re 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 I’d call, a ’cause-effect’ 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.

There is actually no other way to keep the brand benefit rolling like a snowball but through
consistency. To stick with the example, Singapore Airlines have continuously stayed on track with
what their brand offers. No tactic or strategy of theirs deviated from their original brand benefit and
positioning.

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”.

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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 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.

Keep in mind that the emotional attitudes of consumers toward the same product can vary greatly by
age group, gender, culture, socioeconomic status, etc. Consider a sports car, which may convey thrills
to a teenager but danger to an elderly adult.

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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 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. This strategy brings total comfort to customers and gives them the upper hand in their
choices. A very smart decision indeed.

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From Quality to Preference:

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.

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CONCLUSION

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 customer’s heart, and create a
liking for the product through the use of “Intrinsic” (“Look At Me” Approach) and “Extrinsic” (If
you’re 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
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

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We can conclude that-

Emotional Branding - For the ultimate bonding

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Bibliography

WEB:

1. www.emotional marketing. com

2. www.emotional branding.com

3. www.iupindia.org

Book / Magazine:

1. MARKETING MASTERMIND.

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