Beruflich Dokumente
Kultur Dokumente
www.studygalaxy.com
WHAT IS 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 . 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.
EMOTIONAL BRANDING
Emotional branding is a very powerful means of increasing ones market share and creating brand loyalty by triggering emotions of customers.
LEVELS OF NEED
SELF ACTUALIZATION
SELF ESTEEM
REALITY TO UNREALITY
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 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
EMOTIONAL BRANDING
COLOUR BRA N D IN G
COLOURS HAVE THE ABILITY TO CHANGE PEOPLE
S EMOTIONS
HOW
COLOR PREFERENCES AFFECT YOUR BRAND AND MARKETING STRATEGY
CRITERIA:
TECHNICAL
COMMUNICATION
EXTRINSIC
PRICE
EXTRINSIC CRITERIA:
TANGIBLE FEATURES
ATTRACTIVE PACKAGING
EMOTIONAL BRANDING
Functional Benefit-Differences in product features are often referred to as functional benefits. Some products offer speed, advanced technology, lighter weight or improved safety; these products are easily differentiated by their brands functional benefits. Emotional Benefit- Express how you feel when you use the brand.
EMOTIONAL BRANDING
Conclusion..
EMOTIONAL BRANDING IS THE NEW MANTRA
EMOTIONAL BRANDING
Thanks.