Emotional Branding

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Recommended: Different theories of branding researched by various scholars

Introduction

The notion of branding as we have come to know it has evolved noticeably over the years as transformations within marketplace have opened up doors for innovative branding approaches and contributions,in addition to this one could arguably say that most of these changes can be attributed to a shift within the mindset of the consumer as the emergence of various segments and target markets has brought about a new set of demands and expectations when it comes to effectively creating and sustaining profitable relationships between a brand and its desired consumer . One cannot deny the fact the proceedings leading up to the present decade have played a role in the visible shift from an industrially driven economy to a one where the consumers are placed in the drivers seat.

That being said the branding landscape has become increasingly competitive as new brands and products are being launched frequently thus making it difficult for brands to not only connect with consumers but to also distinguish what differentiates them. As a result brands are now left with the task of finding new methods of gaining favour amongst their desired consumers in order to create meaningful connections.

“We are clearly dealing with a completely different set of values today than 5 years ago. Speed has replaced stability; intangible assets have become more valuable than tangible objects. The traditional supply and demand economic models are being completely revaluated.”(Gobé, 2001)

In aid of this Author Kevin Roberts describes the journey from products to trademarks to consumers to brands a series of steps that have a profound effect on how businesses deal with consumers and how people deal with brands.

In his book Lovemarks: The ...

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Bibliography :

http://www.mikesaunders.com/2011/02/28/generation-y-in-south-africa-a-short-study/

Cook, G; Erwin, K; Carmody, P; Enslin, C (2010) How healthy is your brand?, in The Encyclopedia of Brands and Branding 2010, (pending publication)

Gobe, M. 2001. Emotional branding : The new paradigm for connecting brands to people. New York: Allworth Press

Howe, N; & Strauss, W (2007) “The Next Twenty Years: How Customer and Workforce Attitudes Will Evolve”. Harvard Business Review . July–August ed, p. 41-52.

Roberts , K ( 2005 Lovemarks: The future of beyond brands

Howe, Neil; Strauss, William 2000. Millennials Rising. New York: Vintage Books.

http://thinking-brands.blogspot.com/2009/10/customer-based-brand-equity-model-cbbe.html

Cyndi green glass http://www.dmsolutions.com/blog/get-emotional-about-your-branding/ March 14, 2012

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