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Qualitative research and questionnaire design
Pages 10 (2510 words)
Introduction In this highly commodified and capitalistic market, it is of paramount importance to manufacturers and companies to engage in various activities that would inspire them to undertake innovation and to overtake their competitors in terms of customer loyalty and sales (Gobe 2010; Travis 2000).
In its simplest sense, emotional branding pertains to that type of strategy which gives paramount importance to the emotions, most especially that of the consumers. Nowadays, members of the corporate world have recognized the importance of Corporate Branding. Big companies such as Victoria’s Secret, Coca-Cola, Godiva and Starbucks have all resorted to the use of emotional branding to attract more customers. Basically, emotional branding denotes one thing: that is, to place the customers at the core of the marketing strategy rather than focusing too much on the product (Berrada 2010; Gobe 2010). Pertinently, it is the goal of emotional branding to ensure the development of customer loyalty by making sure that the brand dominates its competitors with respect to the attention given by the customers (Travis 2000). Generally, emotional branding gives importance to the five senses of the consumers. Hence, advertisements focus on these, making sure that the customers connect not just with the product being advertised but to the brand as well. Hence, through emotional branding, the consumers are perceived to have the capacity to connect more to the brand. In this regard, the connection of the customers and the brand results to a greater profit for the company or manufacturer concerned (Gobe 2010; Taher 2006). The use of emotional branding then appeals to the internal aspect of the consumer. ...
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