Emotional Branding Playing With The Senses
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Emotional Branding Playing With The Senses
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Author : Ulrike Max
language : en
Publisher: diplom.de
Release Date : 2002-04-18
Emotional Branding Playing With The Senses written by Ulrike Max and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-04-18 with Business & Economics categories.
Inhaltsangabe:Abstract: The objective of this work is to show the significance of Emotional Branding as a marketing, brand design, and communication instrument based on the changed business situation and demanding customer needs. The five basic senses: taste, touch, sight, sound, and smell shall be explained and set into relation to the brand elements. A lot of marketers discuss about Emotional Branding as the future approach without exactly knowing what this term contains. The aim of this diploma thesis is the development of a conceptual approach in form of a guideline with the key components to emotionalize brands, to give them a face and a character in order to reach the overall aim: the identification of customers with the brand. The first part of this work provides the basic knowledge. It explains and defines in addition to the basic terms brand and branding , terms like brand image , brand identity and brand equity . The second part describes the changes in buying behavior, the changing needs and different perceptions of today s customers. The three main generations are explained to demonstrate the need for Emotional Branding as a new kind of branding tool. Additionally the explanations to hybrid buying behavior and smart shopping will show the necessity of a positive brand experience and the change from Branding to Emotional Branding. It gives a definition of Emotional Branding and a short introduction to the instruments that can be used to support the brand elements, which are closer explained in the main part. The traditional marketing searches for new ideas. The aim is clear. Excitement and experiences shall go along with attractive brand worlds. But how to emotionalize communication? The third and main part shows in form of a guideline how to create an incomparable brand image with the help of tones, colors, scents etc. in combination with the brand elements. In this context successful strong brands that were able to find their way into the consumers psyche and built up strong emotional relationships will be taken as examples. Finally the last part is a critical reflection of the brands playing with the consumers senses in order to influence their everyday life. Moreover points are outlined that should be considered to support the successful use of Emotional Branding. Inhaltsverzeichnis:Table of Contents: 1.Aim and Objective1 2.Methodology1 3.Abstract2 4.Introduction3 5.Brand / Branding5 5.1Definition [...]
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.
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.
Brand Sense
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Author : Martin Lindstrom
language : en
Publisher: Simon and Schuster
Release Date : 2010-02-02
Brand Sense written by Martin Lindstrom 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 2010-02-02 with Business & Economics categories.
The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.
Sensory Marketing
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Author : B. Hultén
language : en
Publisher: Springer
Release Date : 2009-05-21
Sensory Marketing written by B. Hultén and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-21 with Business & Economics categories.
The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in reaching the individuals' five senses at a deeper level than traditional marketing theories do.
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.
Table of contents
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.
Emotional Branding
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Author : Marc Gobé
language : en
Publisher: Skyhorse Publishing Inc.
Release Date : 2001-01-01
Emotional Branding written by Marc Gobé and has been published by Skyhorse Publishing Inc. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-01-01 with Business & Economics categories.
Offers an approach to building brand loyalty with the use of an interactive strategy, presenting case histories that demonstrate how the five human senses can be used as effective marketing tools to respond to trends.
Brand Sense
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Author : Martin Lindstrom
language : en
Publisher: Simon and Schuster
Release Date : 2011-09-06
Brand Sense written by Martin Lindstrom 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 2011-09-06 with Business & Economics categories.
In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results. Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.) Among the book's many fascinating factual highlights are the following: That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma. Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo. Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes. Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo. Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
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