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11 Musketeers

One for all .. All for one

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

Mentor: Ms Bindu K. Nambiar

Co Mentor: Prof. Rajagopal

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.

What a brand should have ?


As well as making a promise, a brand should offer its user a benefit A brand should serve to differentiate itself from its competitors in an attractive, memorable, relevant and compelling way

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.

Why emotional branding ?

Various tools of emotional branding

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

Touch the heart


Technical Criteria Communication Criteria

Head Communication Heart Communication Gut Communication


Intrinsic Criteria Extrinsic Criteria

Touch the heart


Technical Criteria Communication Criteria

Head Communication Heart Communication Gut Communication


Intrinsic Criteria Extrinsic Criteria

Link between emotions & 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 kind, consumers may not attach values to those facts-at least not the values you may want them to attach.

Classification of brands on the basis of appeal


Sensual appeal Utility appeal

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.

Key mandates of emotional branding


From Customers to people Customers buy, People live From product to experience Product fulfill needs, Experience fulfill desires From Honesty to Trust Honesty is better, Trust is best

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