Driving Customer Appeal Through The Use Of Emotional Branding
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Driving Customer Appeal Through The Use Of Emotional Branding
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Author : Garg, Ruchi
language : en
Publisher: IGI Global
Release Date : 2017-09-13
Driving Customer Appeal Through The Use Of Emotional Branding written by Garg, Ruchi and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-13 with Business & Economics categories.
The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
Emotional Branding
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Author : Daryl Travis
language : en
Publisher: Crown Business
Release Date : 2000
Emotional Branding written by Daryl Travis and has been published by Crown Business this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course. Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses: ·Branding as a product of intuitive thinking ·How people develop emotional responses to brands ·Bringing together a company's elements to form a brand ·Developing successful offshoot brands from existing ones ·And much more! Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S. "Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence "Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine "I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx
Emotional Branding
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Author : Marc Gobe
language : en
Publisher: Simon and Schuster
Release Date : 2010-02-09
Emotional Branding written by Marc Gobe and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-09 with Business & Economics categories.
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
The Marketing Power Of Emotion
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Author : John O'Shaughnessy
language : en
Publisher: Oxford University Press on Demand
Release Date : 2003
The Marketing Power Of Emotion written by John O'Shaughnessy and has been published by Oxford University Press on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
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An Investigation Into The Role Of Emotional Branding In The Cola Market With Particular Reference To Coca Cola
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Author : Miriam Mennen
language : en
Publisher: GRIN Verlag
Release Date : 2010-03
An Investigation Into The Role Of Emotional Branding In The Cola Market With Particular Reference To Coca Cola written by Miriam Mennen and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-03 with categories.
Bachelor Thesis from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A, New College Durham, course: BA (HONS) Management, Business and Administration, language: English, abstract: The business area of marketing has become increasingly important over the last few decades turning marketing activities into a critical success factor. Emotional benefits in marketing have received more and more attention and discussion because they work beyond the awareness of the customer and influence their buying behaviour. In an article from the Canadian Marketing Association, Glenn Livingston (2004) says that most of the people do not want to believe that they are or can be emotionally influenced by brands. They do not want to admit to using brands as a method of partially supporting their self-esteem but this is what makes the emotional benefit motivation such an important technique in marketing. It is the case that emotional benefits are so elusive and hidden that it makes them incredibly powerful and persuasive. Companies like Coca-Cola, Gillette or Victoria's Secret understand the art of accessing, with intelligence and sensitivity, the true power behind human emotions. They form their brands in a way that they become a face and a character in order to reach the overall aim: the identification of customers with the brand. Today's most successful brands have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. In fact, many brands make the mistake of trying to force the emotional benefit by telling the customer directly. As soon as this thought is then put into language and made conscious, a person's adult mind will make rational decisions and realize that this product does not make them a different person. As Coca-Cola is the number one on the "Interbrand's Annual Ranking of 100 of the World's Most Valuable Brands", the researcher will take this brand as a
Emotion Marketing The Hallmark Way Of Winning Customers For Life
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Author : Scott Robinette
language : en
Publisher: McGraw Hill Professional
Release Date : 2001-01-20
Emotion Marketing The Hallmark Way Of Winning Customers For Life written by Scott Robinette and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-01-20 with Business & Economics categories.
To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal: • How emotion works to cement customer loyalty • The 3 Emotional E’s—Equity, Experience, and Energy Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.
Brand Culture And Identity
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Author : Information Reso Management Association
language : en
Publisher:
Release Date : 2018-05-04
Brand Culture And Identity written by Information Reso Management Association and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-04 with Business & Economics categories.
Brand Culture And Identity Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2018-10-05
Brand Culture And Identity Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-05 with Business & Economics categories.
The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Promoting Consumer Engagement Through Emotional Branding And Sensory Marketing
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Author : Gupta, Monika
language : en
Publisher: IGI Global
Release Date : 2022-12-09
Promoting Consumer Engagement Through Emotional Branding And Sensory Marketing written by Gupta, Monika and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-09 with Business & Economics categories.
Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.
Handbook Of Research On Applied Ai For International Business And Marketing Applications
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Author : Christiansen, Bryan
language : en
Publisher: IGI Global
Release Date : 2020-09-25
Handbook Of Research On Applied Ai For International Business And Marketing Applications written by Christiansen, Bryan and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-25 with Business & Economics categories.
Artificial intelligence (AI) describes machines/computers that mimic cognitive functions that humans associate with other human minds, such as learning and problem solving. As businesses have evolved to include more automation of processes, it has become more vital to understand AI and its various applications. Additionally, it is important for workers in the marketing industry to understand how to coincide with and utilize these techniques to enhance and make their work more efficient. The Handbook of Research on Applied AI for International Business and Marketing Applications is a critical scholarly publication that provides comprehensive research on artificial intelligence applications within the context of international business. Highlighting a wide range of topics such as diversification, risk management, and artificial intelligence, this book is ideal for marketers, business professionals, academicians, practitioners, researchers, and students.