subject: Scope of Emotional Branding [print this page] Branding is a dynamic concept which has assumed various dimensions over
these years. Product differentiation and positioning is becoming increasingly difficult for most companies. Companies have adopted various branding strategies over the years to survive and withstand competition. Gradually,companies have realized that strong emotional associations can create long-term and everlasting relationships between brands and customers. This has emerged as the concept of "Emotional Branding."
Brands now prefer to enter new markets with emotional promises rather than with assurances of trustworthiness. Consumers identify a good brand based on the product quality or general affirmations of brand reliability, trust, reputation, etc. Companies have started realizing that rational thought leads consumers to be interested in brands, but it is emotion that sells.
What is Emotional Branding?
The application of "Emotional Branding" emerged in the late 1990s. It is a new
paradigm in brand management. Emotional Branding is that which has got a dep connection with its customers. When a customer is able to recognise himself and asoociate himself with that particular brand at that point of time we can say that that particular brand has positioned itself in a consumer's mind.
In the Indian scenario, a number of Indian companies have built very strong national brands with very high brand equity. There are lot of examples which have positioned itself in the market through emotional branding.
Example -1
Tata Corporate is loved, respected and admired for never compromising on their ethics and values, irrespective of success or failure.
Example - 2
Surprisingly, a brand which is loved in India for its heritage is Colgate. It is a reliable brand for many years and now has reach in rural parts of the country.
The communication style developed by the companies should stand out of the clutter. It should be more of sharing the life-style and aspirations of the consumers. The advertisements of Dettol, Saffola Gold, Parachute, Reynolds, Kohinoor basmati rice, Himalaya have developed an emotional hook and are therefore successful brands.
Thus, nowdays the power of emotional branding is tremendous. The brand which will be able to connect with the emotions of the customers and which will be able to fulfill their needs and desires will only have a chance to sustain its brand image in a long run.
