Emotional branding is considered a strong component to marketing success. “What consumers want now is an emotional connection- they want to be able to connect with what’s behind the brand, what’s behind the promise” (The Persuaders, 2004).The goal through emotional branding is to create a bond between the consumer and the product by provoking emotion.
Companies use emotional branding to differentiate its product by developing a bond with consumers. Consumers have human needs such as love, power, emotional security, and ego-gratification. These needs are subconsciously emotion-based and serve as a foundation for marketers to appeal to the consumer. Companies want to build its brand by appealing to a consumer’s emotional state, needs, and aspirations. Most of all, a company put puts the needs of its consumers ahead of the product it is selling. This bond developed between a brand and its consumers often creates brand loyalty. Consumers feel a sense of trust with brands through emotional branding.
Social conscious consumers want to buy from companies that aim to make positive changes in the world. According to research, 66% of consumers around the world prefer to buy products and services from companies that have implemented programs to give back to society. Brands are able to connect with consumers through developing a trustful relationship. As stronger levels of trust are built, a stronger connection is built between a brand and the consumer.
Emotional branding is still a relatively new concept and continues to be evaluated. The concept was created by Marc Gobѐ over 15 years ago. Marc Gobѐ based the philosophy on the observation that brands and people develop relationships at an emotional level. Companies continue to evaluate and practice this concept to build its brand.
The Persuaders: Introduction. (2004, November 9). Retrieved from http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/view/
Barakat, C. (2014, January 12). Emotional Branding and the Emotionally Intelligent Consumer. Retrieved from http://www.adweek.com/socialtimes/emotional-branding-emotionally-intelligent-consumer/141454