History[ edit ] The practice of branding originated during the ancient times when it was used by craftsmen to imprint trademarks on their goods. Branding does not only help identify, but it also ensures the quality of goods and services the buyer and trader will purchase from the manufacturer. In history, cattle and sheep were branded with hot irons to indicate ownership. Humans were also marked to classify their social status. Slaves were marked to indicate ownership and criminals are labelled distinctly to show disgrace.
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History[ edit ] The practice of branding originated during the ancient times when it was used by craftsmen to imprint trademarks on their goods. Branding does not only help identify, but it also ensures the quality of goods and services the buyer and trader will purchase from the manufacturer.
In history, cattle and sheep were branded with hot irons to indicate ownership. Humans were also marked to classify their social status. Slaves were marked to indicate ownership and criminals are labelled distinctly to show disgrace. Similarly, victims of the World War II Nazi persecution were branded with numbers as they entered the concentration camps. However, despite the history filled with negative connotation linked with branding, it has been replaced with a positive and more commercialized meaning, which relates to the use of categorising brand goods and services.
During this period, when railways and roadwork promoted a larger scope of product distribution in different areas, branding emerged as a way to differentiate various local and exported goods by simply using logos. This early form of branding created familiarity with different goods and it began to build trust among its loyal consumers. Companies were also focused on prioritizing the quality of product being distributed to ensure the return of loyal buyers and eventually, it will initiate growth of demand in the market.
Apart from ensuring the quality of the goods, tradesmen were able to invent different forms of advertisements to reach their target market. New target markets were formed since the revolution did not just trigger a shift in the marketing industry, but it also instigated a powerful impact on social classes.
Tradesmen began to promote their products to the rising middle class because of their buying power as a mass market. Sellers were aware that not many people were able to read newspapers as this new social class enters the market, hence they expanded their creative thinking and began experimenting new ways to reach out too potential customers.
For example, via men wearing placards, banners streaming from hand held poles and umbrella signs. The rapid expansion of consumer goods during post World War II only increased existing goods in the market through amassed innovation, creating another major shifts in branding, which is more focused on superior features, unique ingredients and functional benefits.
Businesses began to think innovatively to create brand identity using their products in attempt to associate lifestyle with brands. Pears soap brand became a highly demanded product because Thomas J. Barratt used different techniques of creative advertising that would help the soap product appeal to the mass. Barratt used a series of themed posters using imagery and catchphrases to associate the brand with quality and luxury.
The painting portrays pure innocence as Millais took the opportunity to paint his grandson because of how exquisite he looked while holding the pipe to make bubbles. The soap was added on the foreground pertaining that well-groomed middle-class children could enjoy domestic comforts and have aspirations of high society.
Many businesses began to catch on to the trend of brand identity to distinguish their products from others in a growing market. The message can be sent in subtle ways that a company is supportive of the gay community. The key components are inclusivity, sophistication, and subtlety.
Emotions towards a brand[ edit ] An emotional bond must be developed between the consumer and the product for a brand to be successful. Emotion is a mental state derived from ones intuitive feelings, which arise from reasoning, knowledge and cognitive appraisals of events or thoughts.
Emotion may trigger actions depending on its nature and the reason for the person having emotion. Emotions happen as feedback of what one makes of a situation such as a brand consumption experience. Emotion is different from attitude, attitude is learned over time and controls responses whereas emotion is rarely consistent and occurs differently in separate events.
Therefore, emotion is less consistent than attitude. Emotions arise on brand consumption and attitudes do not.
Attitude is harder to change than emotion. Emotions cause the positive or negative relationship between brand experience and brand loyalty. Consumers are likely to indulge in emotionally or culturally significant products. This is where experiential marketing is proven effective as it can attain brand loyalty by appealing to emotions.
Emotions are triggered by fantasies, imagination, feelings, and pleasure experienced during consumption of an object. The promise of pleasure in consumption forms a powerful and ongoing motivation for consumers to want to experience the pleasurable feelings again and again. Consumers tend to be loyal to a brand because they want to re-experience the pleasurable feelings. Marketers use tactics such as a young child or an animal to capture the hearts of the audience. It is a basic human need to want to form an attachment.
Customers can form emotional attachments to an array of objects such as collectibles, gifts and of course brands. Despite the fact that an emotional attachment to an object is unlikely to be similar in strength as an attachment between two humans, the fundamental properties and behavioural effects of emotional attachment are similar.
Emotional attachment to a brand is underpinned by love, affection and connection towards the brand. These components of emotional attachment convey that a customer with a stronger emotional attachment is likely to be more committed and emotionally attached to a brand.
As the customer becomes more united with a brand, they are likely to stay relatively close with the brand as the presence of the brand offers feelings of enjoyment, delight, and security.
This concludes that a customer with higher levels of attachment to a brand is more likely to commit to being in a long-term relationship with the brand. Marketers need to ensure they are reaching the right kind of emotions within the consumer, which correlate with the brand. It reads,"In the buying situation, the consumer generally acts emotionally and compulsively, unsubconsciously reacting to the images and designs that are associated with the product.
When that flirtatious relationship becomes a deep relationship, then you have a major brand. The relationship aspect of emotional branding establish a connection based on mutual respect for consumers by giving them an experience that touches them emotionally. It is critical that the companies are able to adapt with the rapid shifting of consumer trends. Many organizations are not aware of the changing trends in the consumer population, such as the growing number of multicultural races in the target market and the impact of feminism in our current generation, which is profoundly affecting consumer brand expectations.
Researchers are yet to expound the depths of sensorial experience because it could potentially lead to deeper explanation as to how and why the use multisensory brand experience could trigger an emotional response from the consumer. Sensorial experience also explains how companies were able to apply and manipulate human emotions on the product to win the favour of consumers. Imagination is the piece of emotional branding that makes the whole process real.
Creative approaches include an in-depth study of the design detail of a product from production, packaging, delivery in stores and advertisement. At this stage, these media must have developed a fresh, new way of appealing to the hearts of consumers. This challenges future institutions to continuously generate innovative ideas to keep the business growing in the market, as well as keeping the interest of present consumers. New competitors always enter the market and in order to maintain the market positioning, businesses should be prepared to innovate ideas to keep its edge.
Maintaining the edge in the market equals to having fresh, new concepts to replace gaps in the market, thus engaging more potential customers to buy their product.
This approach would help potential consumers to have a positive attitude towards the product, creating an attraction between the brand and the items being sold without being forced to purchase. It is one of the fundamental values of a brand which requires genuine effort from the company. This brings total comfort to customers and it gives advantage to the company because the buyers will put their brand as one of their top choices.
The quality is an essential factor to stay in business, however achieving preferential status by consumers mean that the product made a real connection with its users. Brand awareness creates familiarity with its users but to be attain success, the brand must be able to inspire the user to be desired. Brand personalities form charismatic attitude that would trigger positive emotional response towards the brand.
The product may perform according to its practical function, but emotional branding enables the user to have a deeper emotional experience while using the product. It means that there should be a dialogue from the company relayed to the target audience via personal message to share actual experiences with the product. Creating a relationship with the consumers is perhaps the most important aspect of emotional branding because the company intends to have a deep connection with its customers and it will create an important bond among its users.
Following this guideline will allow growing businesses to establish and develop deep relationship with their target market. This allows new associations to build strong foundations for their company culture, portraying personalities and specific values which reflect the entity as a whole. This way, consumers would create a closer bond with the brand as the product managed to trigger an emotional response the company was hoping to achieve from its users.
Though it would be safe to think that the criteria consumers use to make their buying decisions were based on price and quality consideration, it is more likely that users will make choices based primarily on emotional instinct. It is important to foster positive emotional connections not only when communicating with potential customers, but also it should extend to long-time audience to keep their loyalty. Emotional branding gives less focus on the quality, convenience and value of the goods but to be able to maintain a strong bond in a long term basis, it emphasizes the importance of building strong bond with their customers.
The two types of processing that a person can use to comprehend branding are Active Processing , which is learning that happens when deep, attentive processing is being applied, or, Implicit processing , which is when meaning can be processed without awareness. There are multiple techniques for achieving an emotional response to a brand. The first, and perhaps the most complicated method is by attaching the brand to a certain set of ideological values.
This works best when the advertiser has done substantial amounts of research on the demographic audience, knowing what values and ideas will trigger an emotional response and connection to the brand. The values can be embedded into the brand through images and language.
An example of this would be the family values and essence of childhood and bonding portrayed in Walt Disney World Ads. Emotional branding uses a series of themes and symbols to create meaning for a consumer. A "symbol" is representative of the theme. The text reads, "The cosmetic manufacturers are not selling Lanolin, they are selling hope.
We no longer buy oranges, we buy vitality. We do not buy just an auto, we buy prestige. Bernays suggests that there is an extensive list of factors that drive motivation based on both ideological values and personal experience. The first is making the theme and symbol of a brand continuously publicized. The second technique is making sure that the theme and symbol hold substance and promote a specific idea about the company.
The company symbol needs to be adaptable to a changing society while standing firmly as a set of values. Symbols can represent multiple themes simultaneously, as suggested by Bernays. For example, a kitten can represent both playfulness and comfort.
Symbols provide a promise for a sense of fulfillment associated with their brand. Vance Packard highlights the eight hidden needs that consumers have that themes and symbols attempt to sell. The eight needs are as follows: Emotional security.
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To better appeal to the need for respect, the ad could have portrayed a confident woman celebrating with an expensive dinner despite losing her wallet due to her wisdom in buying American Express travelers checks. He considers an ad from Salomon Smith Barney which acknowledges the major role of women in financial planning as well as their other important responsibilities as providing the respect component far more effectively. Too often, the major focus is on what customers see. Touch, sound, taste, and smell can all be important components in developing an emotional brand identity.
Emotional Branding Quotes