Presented By Presented By : FANISH SHARMA(SHIVA: FANISH SHARMA(SHIVA SHIVANI INSTITUTE OF MANAGEMENT)SHIVANI INSTITUTE OF MANAGEMENT)

MOTIYAR BISWAS(SSIM)MOTIYAR BISWAS(SSIM)

Emotional Branding – Advertise ExpressEmotional Branding – Advertise Express

Emotional MarketingEmotional MarketingChasing the "Share of Heart" of Your Chasing the "Share of Heart" of Your Prospective CustomersProspective Customers

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What is Brand ?

A traditional scenario of marketA traditional scenario of market

Company A

Company B

Company c

Product / ServicesConsumerConsumer

In a traditional market scenario, the company is catering to the consumer.The number of competitors are small.In these markets the companies can come with advanced technologies and other strategies to capture more market share.(The size and power of the players is important.)

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Current Scenario

Company ACompany A

Company BCompany B

Company CCompany C

Product / ServicesProduct / Services ConsumerConsumer

In complex markets, the differences between companies are not much.The companies can not differentiate much themselves from others on the basis of quality and technology etc. factors as all the companies are competent enough.This scenario explains the need for the differentiation for the companies.

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How would you define Brand ?How would you define Brand ?

Branding is an effort to give a unique identity to a company’s productBranding is an effort to give a unique identity to a company’s productAnd create emotional associates with consumer’s. It is a form of And create emotional associates with consumer’s. It is a form of marketing.marketing.

A brand is a set of associations that are linked to a product range, a A brand is a set of associations that are linked to a product range, a division, or company. division, or company. These associations reside in the memory of customers.These associations reside in the memory of customers.These associations help customers understand These associations help customers understand

what the brand or company is, what the brand or company is, why it is potentially relevant to them,why it is potentially relevant to them,how it is different or similar to other products made by the how it is different or similar to other products made by the

company,company,and how it is similar or different from competitor’s products.and how it is similar or different from competitor’s products.

UNDERSTANDING THE EMOTIONAL BRAND BENEFITS

Functional Benefit-Functional Benefit-Differences in product features are often Differences in product features are often referred to as “functional benefits.” Some products offer referred to as “functional benefits.” Some products offer speed, advanced technology, lighter weight or improved speed, advanced technology, lighter weight or improved safety; these products are easily differentiated by their safety; these products are easily differentiated by their brand’s functional benefits. brand’s functional benefits.

Emotional Benefit- Emotional Benefit- Express how you feel when you use the Express how you feel when you use the brand. brand.

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Security AppealSecurity Appeal Safety and securityMedications, vitamins, etc.Uses cognitive dissonanceThreat or fear of bad breath, hair loss, dandruff, body odor, etc.

Gender AppealGender AppealUsing the product will attract the opposite gender. Such as, Perfumes, Branded cloths.

Attaching Emotions to brand how ?Attaching Emotions to brand how ?

Love And SentimentLove And SentimentAssociated with a close and happy home life.Baby products, pet products, foods, cameras, greeting cards.

Brand AmbassadorBrand Ambassador Uses athletes, celebrities.Uses athletes, celebrities.You will be like your hero, if you You will be like your hero, if you use the product.use the product.

Commercial Writing AppealCommercial Writing Appeal AttentionAttentionInterest Interest DesireDesireActionAction

IF YOU’REBEAUTIFUL I WILL LOOKAT YOU…..

INTANGIBLEFEATURES

TANGIBLEFEATURES

ATTRACTIVE PACKAGING

DESIGN/LABELLING

COLOUR

APPEAL

BRAND NAME

EXTRINSIC CRITERIA:

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Most valuable Global Brands

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IQ Test for Brand Awareness and attached Emotions.

Continued…………….

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Continued………

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““Thanda Matlab”Thanda Matlab”

Continued…….

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““Kuch ho jai”Kuch ho jai”MeethaMeetha

Company practicing Emotional Branding why ?Company practicing Emotional Branding why ?

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These are the reason why companies are following Emotional These are the reason why companies are following Emotional Branding in order to stay in the market.Branding in order to stay in the market.

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