Indian Journal of Science and Technology
Year: 2016, Volume: 9, Issue: 15, Pages: 1-6
D. Balaji*, B. R. Londhe and Rishi P. Shukla
*Author of Corresponding: D. Balaji Symbiosis Institute of Business Management – Hyderabad, Symbiosis International University, Hyderabad – 509217, India; [email protected]
Background/Objectives: Emotional branding targets different dominant emotions of a man appealing and convincingly. The objective of the paper is to explore the distinguished successful brands that are successfully branded to dominant human emotions. Methods/analysis: This paper is an exploratory research theoretically analyzed in accordance to the objective and investigated the successful brands that has appropriately identified the dominant emotion of the human for the brand to pitch and associated effectively in a way that customers are brand loyal phenomenally. Additionally, this paper has portrayed the successful brand for each dominant emotion of man in accordance to the objective of the study. Findings: The branding really positions and ranks the product in a unique way getting distinguished one from others in the mind of the consumers, but some brands fail to identify the right emotion rather the branding becomes issuable and the effect contradicts the expected one. Positive branding of products really works out well on the scenario of the marketing but when the customer couldn’t recognize the same when using the product, it gives the negative effect and demotes the brand. When the target audience is not recognized systematically and legibly then the branding works out at one group but on the negative way to the other group, the common understanding of the product will be missed out in the market. Though, when the product is positioned and emotionally branded well by advertisement and on the other hand when company sustains unethical activities, or the product being good but advertisement has ethics lacking then the brands fails. Loyal customers are difficult to earn and it more difficult to sustain them. Applications/improvements: This has to be keenly implemented by the advertisers to uphold the dignity of human values and perform business development activities. Further researchers can focus on micro level of positioning done on each emotion by different brands and their key features and outcomes.
Keywords: Brand, Emotion, Emotional Branding, Loyal Customers, TV Advertisements
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