The Impact Of Emotional Branding On Brand Loyalty In The Skin Care Market

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The impact of emotional branding on brand loyalty in the skin care market

Author : Jennifer Sonntag
Publisher : GRIN Verlag
ISBN 13 : 3668286728
Total Pages : 94 pages
Book Rating : 4.6/5 (682 download)

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Book Synopsis The impact of emotional branding on brand loyalty in the skin care market by : Jennifer Sonntag

Download or read book The impact of emotional branding on brand loyalty in the skin care market written by Jennifer Sonntag and published by GRIN Verlag. This book was released on 2016-08-29 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 67, South Bank University London (Business), course: International Business, language: English, abstract: Satisfying customers is no longer sufficient for being successful in today’s business environment. A number of studies suggest that more and more marketers aim to create emotional bonds between their brands and their consumers in order to enhance brand loyalty and the organisation’s profitability. Emotional brand attachment plays an important role in marketing, particularly, in the cosmetics industry. Thus, the overall aim of this research is to investigate how emotional brand attachment affects brand loyalty in the skin care market in the UK and in Germany with a special focus on Nivea and Dove. Furthermore, the study focuses on a number of other research objectives, such as to find out what communications and branding strategies Dove and Nivea use and compare them in order to find out which brand is more successful in establishing brand loyalty and why. Other objectives are to evaluate whether addressing the consumer’s actual or ideal self is more effective, to investigate what other factors impact brand loyalty and to what extent they moderate the effects of emotional brand attachment and to see if the impact of emotional brand attachment on brand loyalty differs in the German and the UK market. In order to examine these research questions a number of hypotheses have been stated. The study is based both on primary and secondary research using qualitative research methods. The secondary research involves the analysis of written documents, and other sources of secondary data with the purpose to get an overview on the research topic and to investigate those research objectives that cannot solely be covered by the primary research. For the primary research two focus groups were conducted, one in the UK and one in Germany. The results of the groups were used to test the hypotheses and to draw conclusions from these findings in order to answer the research questions and to give recommendations for further academic research in this area and to help marketing managers to develop communications and branding strategies that boost brand loyalty. The study has come to the result that both brands effectively use emotional branding strategies to create brand loyalty and that emotions such as happiness, security, safety, reassurance and trust are essential for creating brand loyalty in the skin care market. It was also found out that addressing the consumer’s actual self rather than the ideal self is more important for building emotional bonds and loyalty.

Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics

Author : Tareq Nael Hashem
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics by : Tareq Nael Hashem

Download or read book Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics written by Tareq Nael Hashem and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: People can forget what someone said or did but they very rarely forget the emotions which were raised in them or how someone made them feel. From that point, the role of emotional marketing here appears as means of communicating with consumers or users and developing meaningful relationships with them, allowing for the development of satisfaction and loyalty among them. Therefore, organizations may feel a bit worried about whether their brand and its emotional impact on customers. Current study sought to examine the influence of emotional marketing (EM) on brand loyalty though the mediating role of customer satisfaction. Through employing the quantitative approach; a questionnaire was distributed on (239) customer gained from malls, commercial complexes and retail stores in Jordan. Results of study indicated that emotional marketing focuses on the role of emotions in upgrading the business, directly to the customer's situation, impressions and aspirations, which translates into customer loyalty to the brand for a long time which is attributed to their satisfaction both emotionally and rationally of the brand and the service they get as end users. Study recommended examining the influence of emotional marketing on brand equity and how emotions-based marketing can be useful for the brand equity.

Driving Customer Appeal Through the Use of Emotional Branding

Author : Garg, Ruchi
Publisher : IGI Global
ISBN 13 : 1522529225
Total Pages : 385 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Driving Customer Appeal Through the Use of Emotional Branding by : Garg, Ruchi

Download or read book Driving Customer Appeal Through the Use of Emotional Branding written by Garg, Ruchi and published by IGI Global. This book was released on 2017-09-13 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Marketing Power of Emotion

Author : John O'Shaughnessy
Publisher :
ISBN 13 : 0195150562
Total Pages : 283 pages
Book Rating : 4.1/5 (951 download)

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Book Synopsis The Marketing Power of Emotion by : John O'Shaughnessy

Download or read book The Marketing Power of Emotion written by John O'Shaughnessy and published by . This book was released on 2003 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.

Emotional Branding

Author : Marc Gobe
Publisher : Simon and Schuster
ISBN 13 : 1581157371
Total Pages : 352 pages
Book Rating : 4.5/5 (811 download)

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Book Synopsis Emotional Branding by : Marc Gobe

Download or read book Emotional Branding written by Marc Gobe and published by Simon and Schuster. This book was released on 2010-02-09 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Emotional Branding

Author : Daryl Travis
Publisher : Crown Business
ISBN 13 :
Total Pages : 328 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Emotional Branding by : Daryl Travis

Download or read book Emotional Branding written by Daryl Travis and published by Crown Business. This book was released on 2000 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

The Power of Emotional Marketing: Creating Connection and Loyalty

Author : Mayfair Digital Agency
Publisher : Mayfair Digital Agency
ISBN 13 :
Total Pages : 10 pages
Book Rating : 4./5 ( download)

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Book Synopsis The Power of Emotional Marketing: Creating Connection and Loyalty by : Mayfair Digital Agency

Download or read book The Power of Emotional Marketing: Creating Connection and Loyalty written by Mayfair Digital Agency and published by Mayfair Digital Agency. This book was released on 2021-10-14 with total page 10 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Power of Emotional Marketing: Creating Connection and Loyalty" is a captivating eBook that delves into the profound impact of emotional marketing strategies on forging strong connections with consumers and fostering unwavering brand loyalty. Authored by [Author Name], a marketing guru with a deep understanding of consumer psychology, this book unravels the art of tapping into emotions to create memorable brand experiences. Through compelling insights and real-world examples, readers gain valuable knowledge on how to craft authentic and relatable brand narratives that resonate with audiences on a deep emotional level. From evoking empathy to instilling trust, the eBook offers practical techniques for marketers to effectively harness emotions in their campaigns, thereby increasing customer retention and advocacy. Whether you're a seasoned marketer or a business owner aiming to elevate your brand's impact, "The Power of Emotional Marketing" is an essential guide that will empower you to forge lasting connections with your target audience and thrive in the competitive market.

The Heart Market

Author : Shah Mohammed
Publisher : Independently Published
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.3/5 (211 download)

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Book Synopsis The Heart Market by : Shah Mohammed

Download or read book The Heart Market written by Shah Mohammed and published by Independently Published. This book was released on 2024-03-28 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's crowded marketplace, offering quality products or services is no longer enough. Consumers are seeking deeper connections, emotional resonance, and a sense of belonging that goes beyond mere transactions. Brands that tap into their customers' emotional core will truly thrive in the long run. Enter "The Heart Market: How to Build an Emotional Brand" by Shah Mohammed - a groundbreaking guide that reveals the secrets to forging powerful emotional bonds between brands and their audiences. This book is a must-read for entrepreneurs, marketers, business leaders, and anyone seeking to create a brand that resonates on a profoundly human level. At its core, "The Heart Market" recognizes that consumers are not just rational decision-makers but complex human beings driven by a multitude of emotions, desires, and aspirations. By understanding this fundamental truth, brands can unlock the key to building unbreakable customer loyalty and advocacy. Through a compelling narrative and a wealth of real-world examples, Shah Mohammed takes readers on a transformative journey, exploring the 15 essential factors that contribute to the creation of an emotional brand. The book emphasizes treating consumers as whole beings, not just wallets. Brands must sell emotionally resonant experiences through personalization, storytelling, and identity-shaping. Building relationships, fostering communities, and upholding authenticity are vital for embedding emotional resonance. Perhaps most importantly, "The Heart Market" emphasizes the crucial role of authenticity in building emotional brands. In an age of increasing transparency and consumer scepticism, brands that fail to deliver on their promises or present an inauthentic face to the world will quickly be exposed and rejected. Throughout the book, the author draws upon a wealth of research, case studies, and real-world examples that bring these concepts to life. From iconic brands that have mastered the art of emotional connection, readers will understand what it takes to build a truly emotional brand in today's competitive landscape. In a world where consumers are bombarded with countless choices and fleeting distractions, "The Heart Market" offers a powerful antidote - a roadmap for brands to forge lasting emotional connections that transcend the transactional and create a sense of meaning, belonging, and purpose. Whether you're an entrepreneur seeking to build a brand from the ground up, a marketer looking to breathe new life into an existing brand, or a business leader striving to create a more emotionally resonant culture, "The Heart Market" is an indispensable guide to navigating the ever-evolving landscape of consumer emotions and desires. Prepare to be inspired, challenged, and equipped with the knowledge to create a brand that doesn't just sell products or services but one that touches the hearts and minds of consumers in a truly profound way. "The Heart Market" is a must-read for anyone seeking to build a brand that will stand the test of time and forge unbreakable emotional bonds with their audiences.

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Author : Gupta, Monika
Publisher : IGI Global
ISBN 13 : 1668458993
Total Pages : 317 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing by : Gupta, Monika

Download or read book Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing written by Gupta, Monika and published by IGI Global. This book was released on 2022-12-09 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Using brand characters online to build an emotional connection with consumers and brand loyalty beyond immediate product consumption

Author : Silviya Stamenova
Publisher : GRIN Verlag
ISBN 13 : 3668798176
Total Pages : 30 pages
Book Rating : 4.6/5 (687 download)

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Book Synopsis Using brand characters online to build an emotional connection with consumers and brand loyalty beyond immediate product consumption by : Silviya Stamenova

Download or read book Using brand characters online to build an emotional connection with consumers and brand loyalty beyond immediate product consumption written by Silviya Stamenova and published by GRIN Verlag. This book was released on 2018-09-17 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: Project Report from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 5.50, Anglia Ruskin University, language: English, abstract: The research addresses the question of how the usage of brand characters online builds an emotional connection with consumers and brand loyalty beyond immediate product consumption, which will be analyzed through the learnings from the success of the M&M’s characters. This will be achieved through extensive research using both quantitative and qualitative methods and analysis. As an initial step, a top-line literature review has been done, with a specific end goal to pick up knowledge about the hypotheses behind the phenomenon of using brand characters online to build brand loyalty. This research requires the procurement of applicable information with respect to the importance and effect of using brand characters online. This project underlines the multifaceted nature of the construct of brand loyalty and the need for an emotional connection towards a brand keeping in mind the end goal to be brand loyal. Then, consequently, the dissertation will take brand loyalty as a general behavioral approach, and identify with the emotional connection specified above in the construct of brand connection. Thusly, it will recognize both approaches by demonstrating the difference between them being the time for which the customer will keep up a tight relationship with a brand. It will argue that brand character usage online supports the prolongation of the time a customer is attached to a brand, due to the higher emotional connection which builds brand commitment.

Customer Relationship Management for Luxury Skin Care Brands in the Selective Cosmetics Sector

Author : Tanja Walker
Publisher : diplom.de
ISBN 13 : 3832481281
Total Pages : 83 pages
Book Rating : 4.8/5 (324 download)

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Book Synopsis Customer Relationship Management for Luxury Skin Care Brands in the Selective Cosmetics Sector by : Tanja Walker

Download or read book Customer Relationship Management for Luxury Skin Care Brands in the Selective Cosmetics Sector written by Tanja Walker and published by diplom.de. This book was released on 2004-07-16 with total page 83 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and limitations. The example of Club Biotherm , a luxury skin care brand s customer loyalty program, illustrates the findings, and recommendations are made in order to successfully implement a CRM strategy. Key Words: Customer value, Customer segmentation, Customer loyalty, Communication tools, Direct Marketing, Customer loyalty programs, Channel conflict management. Zusammenfassung: In der vorliegenden Diplomarbeit wird die Gültigkeit von Customer Relationship Management für Luxusmarken der Selektiven Kosmetik untersucht. Bei der Umsetzung von CRM Strategien werden Luxuskosmetikmarken mit Grenzen konfrontiert, welche durch das selektive Vertriebssystem entstehen. Die Wertigkeit von CRM wird anhand der Kommunikationsmaßnahmen, Chancen und Grenzen analysiert. An dem Beispiel des Club Biotherm , einem Kundenbindungsinstrument einer selektiven Luxuskosmetikmarke, werden die Ergebnisse erläutert sowie Handlungsempfehlungen entwickelt, um eine CRM Strategie erfolgreich durchzuführen. Schlüsselbegriffe: Kundenwert, Kundensegmentation, Loyalität, Kommunikationsmaßnahmen, Direkt Marketing, Kundenbindungsprogramme, Vertriebsmanagement. Inhaltsverzeichnis:Table of Contents: ABSTRACTI LIST OF ABBREVIATIONSIII TABLE OF CONTENTSIV LIST OF FIGURES AND TABLESVI APPENDIXVII 1.INTRODUCTION1 1.1PROBLEM AND OBJECTIVE1 1.2STRUCTURE2 2.CORNERSTONES OF CUSTOMER RELATIONSHIP MANAGEMENT3 2.1IMPORTANT CUSTOMER RELATIONSHIP MANAGEMENT FACTORS4 2.1.1Customer Value4 2.1.2Customer Segmentation6 2.1.3Customer Loyalty9 2.2COMMUNICATION TOOLS WITHIN A CRM STRATEGY15 2.2.1Communication Channels15 2.2.2Customer Loyalty Programs18 3.CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET21 3.1THE LUXURY SKIN CARE MARKET21 3.2RESEARCH QUESTION AND RESEARCH DESIGN23 3.3DATA COLLECTION AND INTERVIEW DESIGN25 3.4LIMITATIONS IN THE CHOSEN APPROACH27 3.5RESULTS OF THE CRM ANALYSIS27 4.INTERPRETATION OF THE CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET31 4.1INTERPRETATION OF COMMUNICATION TOOLS31 4.1.1Case study Club Biotherm 31 4.1.2Direct Mail33 4.1.3Telemarketing34 4.1.4E-Mail Marketing35 4.1.5Online [...]

Brand Intimacy

Author : Mario Natarelli
Publisher : Hatherleigh Press
ISBN 13 : 1578266866
Total Pages : 357 pages
Book Rating : 4.5/5 (782 download)

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Book Synopsis Brand Intimacy by : Mario Natarelli

Download or read book Brand Intimacy written by Mario Natarelli and published by Hatherleigh Press. This book was released on 2017-10-23 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.

Handbook of Brand Relationships

Author : Deborah J. MacInnis
Publisher : Routledge
ISBN 13 : 1317469186
Total Pages : 536 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Handbook of Brand Relationships by : Deborah J. MacInnis

Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Marketing Landmines

Author : Karen Tibbals
Publisher :
ISBN 13 : 9781733574907
Total Pages : pages
Book Rating : 4.5/5 (749 download)

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Book Synopsis Marketing Landmines by : Karen Tibbals

Download or read book Marketing Landmines written by Karen Tibbals and published by . This book was released on 2019-02-10 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: What is a marketing landmine? What are Ethical Frames? What are the six Ethical Zones? The answers to these questions provide a groundbreaking new way to use emotional branding to reach your target and increase sales.It has long been accepted that brands should be politically neutral. But with political polarization at an all-time high, everything is changing. The current wisdom is that brands must pick a side or risk irrelevance. Take Nike for example. They chose Colin Kaepernick's side, and the brand gained consumers in its chosen market. These days, brands are being encouraged to choose a side. But this is also a potential minefield. Over the past two decades, the Conservative and Liberal armies have sprinkled the marketing landscape with marketing landmines. If you know how to plot a successful course through these landmines, you can propel your brand forward. If you don't, you can kill it. This explosive book will show you how to use these landmines to your brand's benefit.Drawing on academic research, Karen Tibbals explains how to use a methodology called Ethical Frames to find your way around these potential explosions. You'll learn how people operate in Ethical Zones and how to understand which Ethical Zones influence your customers. This bombshell knowledge gives you the keys to emotionally brand your products or services in the way that works for your particular customer base. Understanding the nuances of the cultural landscape and the emotional factors that comprise it can be the difference between victory and defeat. About the AuthorDrawing on her three-decade career in Strategy and Research, working with more than 20 brands, and launching two billion-dollar brands, Karen Tibbals has been studying political polarization and its relationship to branding for years. Karen has developed tools to diagnose the problem in markets and created the concept of Ethical Frames-a technique for uncovering a way forward for your brand, so you can use that energy to take emotional branding to the next level.

Emotional Branding

Author : Marc Gobé
Publisher : Skyhorse Publishing Inc.
ISBN 13 : 9781581150780
Total Pages : 319 pages
Book Rating : 4.1/5 (57 download)

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Book Synopsis Emotional Branding by : Marc Gobé

Download or read book Emotional Branding written by Marc Gobé and published by Skyhorse Publishing Inc.. This book was released on 2001-01-01 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Emotional Branding: Playing with the Senses

Author : Ulrike Max
Publisher : diplom.de
ISBN 13 : 3832453296
Total Pages : 135 pages
Book Rating : 4.8/5 (324 download)

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Book Synopsis Emotional Branding: Playing with the Senses by : Ulrike Max

Download or read book Emotional Branding: Playing with the Senses written by Ulrike Max and published by diplom.de. This book was released on 2002-04-18 with total page 135 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 [...]

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308097
Total Pages : 207 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 207 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.