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Emotional branding - Coggle Diagram
Emotional branding
Marketplace trends
: Consumers are seeking emotional rewards form their experiences with brands
Authentic self:
The extent to which consumers believe the brand reflects themselves
Actual self
: percieved reality of an individual
Ideal self
: Aspirational self
Warm glow
: Emphasize a collective feeling of "us" or "we"
Actions such as volunteering, donating or spending money on others
Self determination theory: Three basic needs; relatedness, competence and autonomy
Co-creation
Joint creation of value by the company and the customer
Can be in many traditional or even online mediums
Consumer experiences
: gain emotional rewards from store atmosphere, customer service and entertaining experiences
Four dimensions of brand experiences
Intellectual
Affective
Sensory
Behavioral
Five sensory experiences
Think
Act
Feel
Relate
Sense
Follows Maslow's Hierarchy of needs
Emotional branding strategies
Sensory
: Engages and triggers consumers' senses. Influences perceptions, judgements and behavioral responses toward a brand
Storytelling
; uses narratives to appeal to or inspire consumers
Cause Branding
: Make positive changes for social issues serves the customers' interesr and desire for a higher cause
Empowerment
: Consumers have the power to fulfill their lives