Emotional Branding and the Emotionally Intelligent Consumer

“Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favorite spots to hang out, and so on.” --Nyimpini Mabunda, Smirnoff Vodka Marketing Manager

emotional branding

Emotional branding refers to the practice of building brands that appeal directly to a consumer’s ego, emotional state, needs and aspirations. The purpose of emotional branding is to create a bond between the consumer and the product by provoking the consumer’s emotion.

Human needs such as love, power, emotional security and ego-gratification, which are subconsciously emotion-based, serve as a foundation for emotional branding and allow marketers to create a self-fulfilling prophesy when it comes to consumer needs.

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