Emotional Branding Essay

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

new brands are at very high risk of failing, as the consumer is more reachable when

Remembering that a brand is more than simply a logo, this guide is offered to help you understand and develop not merely a symbolic brand, but rather a living brand that is

The article The Great Brand Controversy is written to display Lewis’ opinion of how brand names are losing popularity to a price driven economy. He supports his argument through

Personal branding is a concept that is geared for all people.  It is not just for famous people. Suze Orman started off like a normal person, but now she carries a strong name brand.  A simple person who wants to be successful and start branding their name.  Years later, they  may become a normal brand name in someone household.   The high increase in online searches and social media platform, personal branding, is relevant. According to Cohen (2014), personal branding is a necessity and marketers need to learn to understand branding.   Cohen (2014) stated personal branding  is required to establishing a good reputation with the consumers, with a good reputation that will be credibility, and personal branding is about enhancing longevity.   This paper will discuss what is needed in personal branding to be successful and why personal branding is important.

Successful brands build successful products when the product is one that the consumer desires as opposed to needs. Companies selling these types of products must put additional effort into marketing activities like brand

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Stephens addresses the new age of the consumer industry with three brand organizational competencies, “honesty, illumination and immediacy.” Brands that are able to differentiate themselves are ones that are able to simplify information to their customers, highlight the key information and features of the product that suit the customer’s priority, and respond to their customers, ultimately demonstrating dedicated customer engagement. Customers want brands that are able to simply sell them what they want; Stephen states, “they just want brands to make their path to purchase less complex and onerous” (137). This is backed by the emphasis on a companies’ ability to provide customers unfiltered information about the

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Basically, branding is a philosophical expression of the human condition. It is about belonging/attachment. Belonging to a tribe, to a religion, to a family and to a product. The Branding establishes a sense of attachment. It has this function for both the people who are part of the same group and also for the people who don’t belong. The origins of branding are basically related to the nature of the human condition. A tribe is a brand—religion is a brand. When it shows itself in a modern, fashionable form, you are expected statingbranding that began in the 19th century. It was basically affiliation with fast-moving consumer goods. But that is a distortion of what branding is. That type of branding is a manifestation of differentiation. It’s a differentiation of onefast-moving consumer product from another. Brands are a direct consequence of the strategy of market segmentation and differentiation.

Keller, K., Apéria, T. and Georgson, M. (2008). Strategic brand management. Harlow, England: Prentice Hall Financial Times.

As competition comes with multiple choices, organisations are forced to search for new methods of emotionally connecting with their customer, to effectively become irreplaceable while creating lifetime relationships with stakeholders. A solid brand is one that is able to stand out in an overpopulated market place. Branding allows an organisation to build brand awareness, and increase customer loyalty.

One’s personal brand emerges from the search for identity and meaning, out of which comes an awareness of personal strengths and talents. Personal branding is not applying an attractive mask, it understands what ones values are, and learning to make these values relevant to other people. Much of developing a personal brand centres on identifying personal values. Just like it is true for products and services, good personal brands stand apart from others and create strong favourable and unique associations. The aim of every personal brand is to be clear, distinctive, and be easily understood, and to expresses a unique, compelling benefit that people believe in. The personal brand must establish a place of trust and relevance in the prospects minds. The more it is believed by people, the more it will spread throughout the market without pushing. To evaluate how is brand “you” doing it is necessary to obtain honest, helpful feedback on the brand performance, growth and value. The next step is to work to close the gap between what the brand is today and how it wants to be perceived by others. A great personal brand evokes an emotional response in its audience .But in the end; the deciding factor in the personal brand’s effectiveness comes down to which of the two responses it generates “good” or “bad”. A Personal brand makes each person exposed to it

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

The brands of today are evolving and changing faster than ever. Face to face interaction, sentiment, and loyalty are now less valued by the consumer than they were years ago. We talk about how to gain this loyalty and sentiment later in the report. Technology and e-commerce have changed the values of the consumer and now we value speed, ease, and low prices. The idea of a brand changes with time due many social and economic trends but the effect it has on consumer buying behavior will be researched and noted like it always has been. Our purpose of this exploratory project will be to determine the effect of brand awareness/brand image on consumer buying behavior and loyalty. We will be researching at how effective or ineffective brand