Emotional branding | EssentialsChristina Koch
Think about the products you buy and are likely to purchase
again. Maybe you prefer driving a Ford instead of a Chevrolet and
drinking Pepsi Cola rather than Coca-Cola. But what causes you to
make these purchasing decisions? Quite possibly, it is because
Dearborn, Mich.-based Ford Motor Co. and Purchase, N.Y.-based
©PepsiCo Inc. have emotionally branded their products.
According to Rob Frankel, a business consultant and author of
The Revenge of Brand X, emotional branding causes a consumer
to make a purchasing decision that is not based on rational
thinking, such as choosing a product because of a lower price. For
example, you may prefer Ford because the feelings Ford Motor has
evoked in you, which may include trust, excitement and glamour,
emotionally connect you to Ford vehicles.
You can create an emotional connection with your customers, as
well, and it does not require an enormous advertising budget. You
can use your company's history, charitable contributions, a
representative or other means to emotionally brand your services to
consumers.
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