Please enable JavaScript.
Coggle requires JavaScript to display documents.
Brand Management Lecture 3 Emotional Branding (Creating Emotional…
Brand Management Lecture 3
Emotional Branding
How do brands Touch Consumers?
Advertisisng
Media
Sponsorship
PR
Online
Retail
Sensory
Design
Experience
Emotional Branding
Schmitt (1999) quoted by Gobe 2010
What consumers want is " products, communications and marketing campaigns that dazzle their senses, touch their hearts and stimulate their minds"
Compares with Tradiational branding
People
Experience
Trust
Personality
Feeling
Dialogue
Relationship
Impact of Emotional Advertising on Brand Equity
[Heath 2009, Rosengren & Dahlen 2014]
Informs sub-conscious and semi-conscious thinking [ Brand Knowledge]
Inspires convert brand-linkage attitude development or change [propensity depends on emotional trigger]
Helos to develop advertising equity which can contribute positively to brand equity
Example
Positive Emotions: YKK Bers
https://vimeo.com/207418122
What emotions are used in the advert?
Love
teamwork
innocence
Does the approach support CBBE for YKK?
brand itself, caring, collectivity of the brand
Name the brand is Zip, the product
Negative Emotions: Gillete " The Best a Man can Be"
https://www.youtube.com/watch?v=koPmuEyP3a0
What emotions are used in the advert?
Shaming people
Bullying
Sexual Herasement
Stereotype
Does the approach support CBBE for Gillette
"A best Man can be" related to the brand
Negative comment could warm
build Social Responsibility
Creating Emotional Campaigns
Embrace the positive effect of brand storytelling
• Irony & anti-brand (‘cheesy’ adverts)
• Importance of Authenticity
• Use of Nostalgia懷舊
Perspectives
The good old days
A bittersweet yearning for the past
Things were better then than now
Definition
A prefernce toward to objects that were more common when one was younger (in early adulthood, in adolescence, in childhood or even before birth) [Holbrook & Schindler 2003]
• Celebrity culture
Power of Celebrities
Super-consumers
more potent than " anonymous models"
Brand endorsement Trends
To Story
High profile/mass appeal
• Written/verbal cues in ads
• Ads provide ‘momentary glimpse’一瞥
• Celebrity becomes brand ‘spokesperson’
• High profile PR
• Events
Change Feeling
Anonymous models
• Lack of cues
• Adverts are more subtle
• and layered
• Engagement and
• involvement
• PR coverage is low key
• and targeted
Potential Pitfalls of Using Celebrities
Lack of fit
Overused by endorsing many products that are too varied
Celebrity endorsers can get in trouble or lose popularity
Consumers may feel that celebrities are doing the endorsement for money
Celebrities may distract attention from the brand (overshadowing)
Avoid in-your face visibility of brand & cues of brand dominance but prominence of feelings, sensation, emotions [see Aesthetic Reflexivity, Salzer-Morling
& Strannegard, 2004]
Example
Global Warming
Controversial
ironic
more visual
Brand Storytelling
Example
airbnb
Bring people together, the Google Maps sign
Under Armour
Energetic
Willing in the particular field
More collective community
Competing
Succeeding
Benefits
Persuade consumers to 'buy in ' to an emotion or point of view & foster fans
Brand Authenticity
' Real'
Paradoxical矛盾的 concept in traditional marketing
Authenticity can be built by
Highlighting genuine & heritage aspects of brand
Generating harmony & delight between the self and the brand
Using cues & narrative that help form positive judements of authenticity
Example
Jack Daniels
https://www.youtube.com/watch?v=hQokYC2-b2A
Characteristic
American icon
• Cult drink
• Strong roots & history
• Heavy with the blues
• Playing with the devil
Heritage Brands
Definition
What makes heritage brands great, what they all have in common, is that they have had the time to build a meaningful and relevant past (Benson, 2005)
Dimensions
Often the oldest in their category
• Born and nurtured養育 over time
• Display strong core values & identity
• Have status, character, social class & a history
• Use narrative and brand storytelling
• May have special aura from country of origin
