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The process of Emotional Branding has an underlying concept based on four important factors which acts as a blueprint: Relationship, Sensorial Experience, Imagination and Vision. The relationship aspect of emotional branding establish a connection based on mutual respect for consumers by giving them an experience that touches them emotionally.
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
An example of measuring brand engagement is the service-profit chain, a statistical model that tracks increases in employee “engagement drivers” to correlated increases in customer satisfaction and loyalty, and then correlates this to increases in total shareholder return (TSR), revenue and other financial performance measures.
Another example of emotional design at Starbucks is the use of distinctive and recognizable branding elements, such as the green logo, the mermaid icon, and the signature cup design. These elements create a sense of familiarity and loyalty among customers, who often associate the Starbucks brand with a certain lifestyle or personality. [13]
For a brand to transcend into "lovemark" territory, it has to be high on both axes at once. Duncan sums up the concept in one sentence: "Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and respect for your brand."
A doppelgänger brand image is a parody logo or narrative intended to highlight ethical issues regarding the product advertised. They are commonly associated with the brand's lack of authenticity, and most are created as a form of individual protest, either posted digitally on social media , or displayed as physical graffiti .
This is also known as brand identity. In 21st century business, it is important for a business to distinguish itself from its competitors through Emotional branding. By establishing a brand personality, businesses can form emotional bonds with their consumers which in turn establishes future behaviours of Brand loyalty. Brands have the ability ...
Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. [11] The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiring brand image.