Presented By- Mohd Fahad
Emotional Branding
Emotional branding is the relationship between a brand and its
consumers around a consumers' key interest or passion. Knowledge of
this comes, not from the product or its features, or service it
provides or the need it fulfils, BUT from a deep understanding of
the consumer that use the brand-- their likes and dislikes,
concerns and needs, hopes and aspirations, and interests.
Objectives of the study
1. To study about developing emotional connection of a brands
with customers. 2. To study the level of customer engagement 3. To
study the emotional branding strategy of Fair & lovely(HUL) and
ICICI Prudential.
Developing emotional Connections
There are three ways to do so 1. Visually 2. Verbally &
through 3. Customer experience
Emotional Message Appeals
1. 2. 3. 4. 5. 6.
Pleasant Humorous Agony Sex Moral Fear
Getting Emotional about Brands
It should come as no surprise that humans are emotional
creatures. Even a casual glimpse into the nation s driveways,
liquor cabinets, and cosmetics shelves reveals that consumers make
buying decisions based in part on their feelings and emotions about
particular brands.
Emotional connections: links that last
To reap the enhanced financial benefits that can result from
customer loyalty, marketers have enthusiastically pursued
strategies intended to keep customers coming back. In fact,
marketers want to move beyond customer retention, which is merely a
behaviour, to generating customer commitment, delight, and even
evangelism all of which represent enduring psychological bonds that
link a customer to a company.
Levels of Customer Engagement
The strength of the emotional connection existing between a
customer and a brand: Confidence in the brand s promise, belief in
its Integrity, Pride in being a customer, and Passion for the
brand.
1. Confidence reflects the belief that the company can be
trusted, always and everywhere, to keep the promises that it
makes.
2. Integrity reflects the belief that the company will always
treatits customers fairly and can always be counted on to stand
behind its products and resolve any problems that might occur.
3. Pride reflects the degree to which consumers feel appreciated
by the company and proud of their personal association with the
brand. 4. Passion reflects the belief that the brand is essentially
irreplaceable and represents a seemingly perfect fit with the
customer s personal needs.
Building an emotional connectionTo achieve brand insistence the
consumer must trust your brand and feel an emotional connection to
it. People become emotionally connected to a brand for a number of
reasons: There are many innovative ways to achieve this emotional
connection from advertising and the quality of front line consumer
contact to consumer membership organizations and company-sponsored
consumer events.
HUL Fair & Lovely Emotional Branding Strategy
Fair & Lovely: A woman's passion for beauty is universal and
catering to this strong need is Fair & Lovely. Fair &
Lovely fairness cream gives you unmatched radiant fairness in just
4 weeks. Rational: Total fairness cream, multivitamin Emotional:
Fair skin gives more confident and feel visible to other
ICICI Prudential Emotional Branding Strategy
Insurance companies use lot of emotional branding to sell their
different products like insurance cover, pension plans etc. The
brand proposition for all the campaigns was reflected in the line:
Suraksha: Zindagi ke har kadam par .
Thank You
