Académique Documents
Professionnel Documents
Culture Documents
Developing Emotions
Connects
With the brands
Submitted by:
Mohd Fahad
REG. No.-10809577, ROLL No.-S1803A14
DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA
(YEAR-2010)
1
ACKNOWLEDGMENT
As the professional courses not only require the theoretical knowledge but practical
knowledge too, that is why university started conducting Seminar on the contemporary
issue for the students, so that they can get ample view of current issue and analyze
them and also implement the result in real situation. I am very thankful to Dr. Sanjay
Modi, Dean, Lovely school Business, LPU (Phagwara) who gave an opportunity to
work on this project.
I would like to express my deep sense of gratitude to Mr. Ashwani Panesher, Lecturer,
Lovely school of Business, LPU (Phagwara) who introduced me to the subject and
under whose guidance I am able to complete my project.
I am also very thankful to college librarian who provides me either useful book to
complete the project. I am also very thankful to my friends and family members who
supported me and encouraged me all the time to go through this whole project.
MOHD FAHAD
MASTER IN BUSINESS ADMINISTRATION
4TH SEMESTER (S1803A14)
REG-10809577
LOVELY SCHOOL OF MANAGEMENT
LPU (PHAGWARA)
2
INDEX
2. Executive Summary 4
7 Conclusion 24
8 Refrences 25
EXECUTIVE SUMMARY
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Developing the emotions for making a customer base is primarily used by all the
companies of the world. The main focus of this strategy is to connect the product the
company to the emotional appeal of the customer for the ulterior motive of association
of the brand with the customer requirements.
Every individual in the world has some emotional appeal through which the
characteristics of the individuals are shown. Fear, Humor, Sex, Agony, Pleasant
appeals are the appeals with are basically found in every individual. Every company
who wants to establish itself in the market must have to apply any of the appeals which
suits to the product identity so that the company can associate it with the customer and
creates the customer base.
Review of literature
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1. Brands: The Power of Emotion
Sales & Marketing November 8, 2007, 6:29PM EST
The savviest marketers understand that successful products appeal to the heart,
not the mind
Years ago, when my son signed up for his first YMCA basketball team, I took him to
the mall to buy basketball shoes. I don't know which one of us was more excited. Even
though I had a sense (since confirmed) that he wouldn't be headed to the NBA, there's
still something special about the wide-eyed dreams of a child.
I suddenly found myself keenly interested in which shoes my son would pick next. A
whole new consideration was added to the purchase decision, and my eyes began to
scan the shelves in search of a more appropriate fit. Within seconds, I found a pair of
shoes named for another basketball great, Grant Hill. The shoes weren't as attractive as
the Rodman version, but Hill was a model NBA citizen and that was good enough for
me. I have no idea whether his shoes were better than Rodman's, and they definitely
weren't as cool-looking. But I was operating in an emotional condition that completely
reframed my purchase decision.
Sure, the commercials I've just described seem quaint today, and the tactics of
emotional branding have evolved over time as consumers have become more
sophisticated, but the underlying principle remains true. By the time I had a son of my
own, I almost felt it was my duty to take him to McDonald's. That's what dads and
sons are supposed to do after a little league game.
Probably not. His is an iconic role, which places him firmly in the tradition of brand
characters. Perhaps the most self-aware of the brand characters, the Gecko speaks
openly of his celebrity role and plainly acknowledges that his job is to get people to
buy Geico insurance. While Mr. Clean would likely balk at identifying himself as a
pitchman, the Gecko is happy to. "It just seems that this self-awareness helps lower
people's barriers to your message," says Steve Bassett of the Martin Agency, which
created the Gecko. "When advertisers have respect for the viewer, they'll say, 'this is an
ad, and we know you know it's an ad. Let's drop the pretense.' "
Expect to see more savvy brand characters, says David Altschul of Character, a
Portland-based company that specializes in developing and reviving such icons. A new
breed of brand character is necessary to keep up with an audience hyper-aware of
marketing. Other signs we are in a new age of brand characters have shown up on TV
Travelocity’s Roaming Gnome and the mute king of Burger King Commercials. Both
seem to exist only to mock the idea of brand characters and the earnestness of such
company icons as the Pillsbury Doughboy. You might even call them "meta-brand-
characters. "The irony-laden makeover is the latest development in the long evolution
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of spokes-characters, who started out as illustrations on a product's packaging. The
advent of television didn't do much to flesh them out. TV was such a huge
phenomenon that a character just had to show up on it to get the word out. All of that is
over," Altschul says. "The media is fragmented. The audience is grown up, much more
skeptical and less willing to believe whatever you tell them. "Today's characters have
story lines. Indeed, "story" and "conflict" are among the most oft-repeated words for
the folks at Character. Altschul's partner, Jim Hardison, writes in License magazine
that "inner conflict is key" to a brand character. "The inner struggle — that is key to
emotionally engaging characters."
The Hamburger Helper's Helping Hand isn't Shakespeare. But at Character, such
differences are arbitrary. A successful story, marketers say, is one that speaks to a
fundamental truth about the human condition. It's no longer enough for Sonny the bird
to tell us he's cuckoo for Cocoa Puffs; we need to understand the inner demons that
drive the poor bird close to insanity.
"I think the trick is always to make sure that the flaws are authentic ones that the
audience can identify with; then you're in pretty good territory," Altschul says.
"What every character needs now is a deeper sense of story and clear connection with
the authentic story of the brand."
Such issues are worked out in "Character camp," a three-day off-site retreat Altschul
and company do with a new client to work out a character's story lines and
motivations.
The philosophy seems to be working. Character has helped modernize such revered
brand icons as Snap, Crackle & Pop, the Lucky Charms leprechaun and the Trix rabbit.
"How's about a nice Hawaiian Punch?" the smart-alecky islander would ask, then
punch whoever was there.
Figuring that violence wouldn't go over as smoothly as it once did, Altschul needed to
find a way to soften Punchy's image without taking away his one identifying trait.
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Solution: Graphically represent the punch as a metaphor for Punchy's enthusiasm for
Hawaiian Punch.
"So he's still not much different," Altschul says. "He still has the same underlying
conflict. He still has that controlled violence in him."
It should be no surprise this much thought is being put into animated salespeople and
talking rabbits. If you need further evidence that brand characters have taken hold of
our imaginations, talk to the people at Planters.
More than 100,000 weighed in on Mr. Peanut's new look. Voting at, people could elect
to give Mr. Peanut either a pocket watch, a bow tie, cufflinks or to keep him just the
way he is. Results will be revealed today. A good brand character can be a company's
success or failure. You might not think much of soapsuds with sunglasses. But
Droppy, a jaunty advice-giving bubble, has been credited as lifting Joy dishwashing
soap out of years of stagnancy.
The folks at Martin Agency are well aware of the power of a good character. That's
why they've put so much work into retooling the Geico Gecko into a recognizably
human reptile. That means reshaping his mouth to make it more expressive and
shoulders so that he can shrug. The Martin Agency is unusual in its openness about its
character. Generally, companies are very guarded about their brand characters.
Planters was relatively stingy with information about the inner conflict that drives Mr.
Peanut's (though they did tell us that his first name is Percy — who knew?). And the
Jolly Green Giant? Is he a mutation or from another planet? Several calls to General
Mills did little to satisfy curiosity. The company generally doesn't talk about its
characters. Even at the Martin Agency, they're careful to keep some of the Gecko's
mystery. People have suggested that the Gecko's family enter the picture, but Bassett is
doubtful.
"I don't think he needs any of those trappings," he says. "And we don't want to give
him a name. He's just 'The Gecko.' The power of Sony. The oh so good indulgence of
Starbucks. The find-it-fast search capabilities of Google. These names evoke strong
emotions of dominance, warmth, satisfaction and confidence. All are very effective
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names because once a consumer's emotions are engaged, the strength of a brand is
realized.
3. Loving A Brand?
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There was a recent story about Procter & Gamble's attempt to "stake out the
emotional high ground" for their Tide detergent. Trying to establish an emotional
connection with customers is showing up more and more in agency presentations. An
agency CEO even wrote a book on the subject, entitled Lovemarks: The Future
Beyond Brands.
I don't want to throw cold water on all this emotion and love, but I have some
questions about this kind of activity. First, who gets emotional about detergent,
toothpaste or, for that matter, most of the products out there? If you look at the success
of Wal-Mart Stores (nyse: WMT - news - people ), you can safely conclude that the
only thing people really get emotional about is price.
The best thing this program accomplished is that it encouraged Visa to leave its
brilliant strategy and get emotional. Their new strategy is "Life takes Visa," which is
good news MasterCard. What's funny is that everyone is getting into "life. But let's get
back to Tide and the attempt by those folks to get emotional. My question here is,
Why? They have a 42% share of their category. They are producing America's No. 1
detergent and can easily use leadership as a potential strategy (see: " Leadership: A
Powerful Differentiator"). They should employ this as their differentiator. P&G is
almost single-handedly "Keeping America in clean clothes." The reason for this is that
Tide knows fabric best. The proof of this claim is their 42% market share. (That's a
number that would make any product manager truly emotional.)
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Cosmetics are sold on the emotion of magic in a bottle that will fight aging or attract
the opposite sex. Whole Foods (nasdaq: WFMI - news - people ) plays on the emotion
of "health" with all its natural foods and additives. Quiksilver (nyse: ZQK - news -
people ) clothing is sold on the emotion of being cool like the bronzed surfers that
hang out in Hawaii. But in all these cases, there is a different kind of product story.
Interestingly, I asked a psychologist in the communications field about all this, and she
had a compelling observation: "Emotion without substance is like infatuation that
disappoints in the light of day. Without a real difference, an ongoing relationship with
the consumer is lost."
In regard to that statement, all I can do is quote Pogo: "We have met the enemy, and it
is us."
.
4. Shoppers' Brains under Brand-Name Control
By SIRI NILSSON
ABC NEWS Medical Unit
Nov. 28, 2006
Your brain may figure out what you'll snatch up for this season's holiday gifts even
before you check your lists, according to new research presented today. Well-known
commercial brands have now been proven to get a positive emotional reaction from the
human brain, according to research presented at the annual meeting of the Radiological
Society of North America in Chicago. Scientists found that your brain might make
purchase decisions for you -- based just on a product's brand name.
Related
That observation is consistent with what marketing executives see in real life. "It's not
necessarily the brand identity that resonates with people, but the meaning within that
matters," said Tom Burchard, vice president of brand experience at Design Continuum
in Boston. "Brands … communicate meaning that elevates the status of that brand,"
Burchard said.
It's a special approach to studying how the brain perceives and processes commercial
brands "to determine whether companies have a 'direct hit' with their target audience,"
Burchard said. Researchers may use the technique to study neuroeconomics -- which is
basically the study of why people decide to buy what they buy. It's a hot and
developing area of market and economic research. The vision of this research is to
better understand the needs of people and to create markets that are more oriented
towards satisfaction of those needs," said study author Christine Born, a radiologist at
University Hospital in Munich, Germany, in a news release.
Study authors hope this research will shed light on the power of brand names and will
help create markets that better fit people's needs -- and wallets.
Introduction
As the world of marketing becomes more complex and demanding, marketers are
focusing more on emotional branding to distinguish their product/brand. Emotional
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connections are vitally important in creating brand loyalty. The critical challenge for
today’s marketers is twofold: how to make your brand come alive with more specific,
meaningful emotions; and how to test the emotional appeal of your brand and key
marketing initiatives.
During the past 25 years, social psychologists in neuroscience have researched the
emotional foundation of human behavior, concluding that brand decisions are related
primarily to our senses and emotions, which are much more important than rational
thinking or the appeal of functional benefits. According to Damasio, a leader in the
neuroscience field, “over 85% of thought, emotions and learning occur in the
unconscious mind…to put it simply, our reasoning strategies are defective”. Another
neuroscientist, Calne, stated that “the essential difference between emotion and reason
is that emotion leads to action, while reason leads to conclusions.”
The authors, with over forty years experience in the service industry, offer five
practices for adding emotional value not only to customers' experiences, but also to
staff experiences. They include:
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Building an emotion-friendly service culture
This contemporary issue regarding the ‘Emotions developed for making the Brand
Equity’ gives some highlighting points. They include-
Walks you through the maze of thought and research on customer emotions.
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deeper to find more specific and engaging emotions that could more effectively
distinguish their brand and form this emotional bond with consumers.
The biggest challenge is to identify and measure those emotions that will become the
foundation for your new “lovemark” brand. This will require a fresh perspective,
creativity, and smart, in-depth consumer research. Neuroscientists agree that emotional
reactions function as the gatekeeper for human behavior and decision making, and
have tried to measure these emotional reactions by experimenting with three different
research methodologies:
1. Verbal Self-Report – consumers are asked to express their emotions from open-
ended questions or to rate their emotions by using a prepared scale, such as the widely
recognized one developed by Robert Plutchik, his “Emotional Profile Index”. This
methodology identifies eight basic emotions as the foundation for all human emotions,
plus six sub-emotions that reflect varying intensity for each. (Plutchik’s research is the
basis for AcuPOLL/Latin Pulse’s E-Factor model, which uses both open-ended
questions and scales to quantitatively measure emotional responses to marketing
initiatives.)
2. Visual Self-Report – this also measures subjective feelings, but is based on cartoon-
like figures representing different emotional states.
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and market researchers must find imaginative ways to better understand their
emotional “DNA” and then describe those new brand emotions that will create a loyal
bond with them.
For example, The Hispanic consumer market in the U.S. today represents
extraordinary potential not just for its growing economic importance, but also because
of the opportunity to start developing a strong emotional relationship with them. By
nature, Hispanics tend to be more emotional, and most have yet to establish a firm
loyalty to U.S. brands. The key is to recognize the importance of constructing a
relevant emotional profile for this emerging segment, thoroughly researching their
emotional needs/desires, and working with professional marketers to innovate and
build strong, emotional brands.
Wouldn't it be great if you could really understand your customers? Reach deep down
into their psyche and latch onto the right emotional buttons to trigger their buying
decisions? Better yet, reach down there and test their reactions to the brand you are
putting on the table, your latest promotion, your customer service, or even the new
layout of your store. It's not as far-fetched as it sounds.
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In 1989, when it became evident to Snyder that his methodology could reliably
identify how to motivate and inspire new interest and new behavior based on
uncovering unappreciated but recognizable feelings and thoughts, he began to consult
with major corporations. The results, especially those derived from understanding both
customers and employees, provide critical input in determining marketing strategies,
advertising programs, and sales approaches.
Focus groups have traditionally been used in marketing to explore consumer attitudes.
However, focus groups have limitations. Typically people cannot tell you the nuances
of the emotions they are feeling, either due to inhibitions in an open setting or simply
their inability to adequately describe things or even know what they truly feel.
"All of us know that brands go to the heart of building value for the customer," says
Fahey. "Think of all the major issues concerning brands. The question of emotions
always comes into play. What has been needed is a sensitive, rigorous and reliable
discipline to plumb emotions."
"Surveys, in-depth interviews, and focus groups only take us so far," says Snyder.
"These methods are suitable until we run into something like 'I think it, but I won't say
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it' or 'I sense it, but I can't articulate it'. Emotion Mining overcomes these limitations
by providing a way around interpersonal and personality biases, and thus is able to
obtain the "heart of the matter".
Emotion Mining
Amassing Customer Perceptions Above and Below the Surface
Emotion Mining uses a specially designed "sonargram" to plot the breadth and depth
of conscious and subconscious feelings towards a brand or concept. On the right side
of the diagram, positive emotions are plotted; the left side plots negative emotions.
Externally focused emotions are on the top half, and internally focused are on the
bottom. Once all emotional results are plotted on the diagram, the result is a profile of
the customer's emotional feelings about a brand or concept - in fact, why and how to
motivate and inspire new interest and new behavior. This information can be used to
build emotional "bridges" between customer needs and experiences, and the products
developed by a company with its own definable image.
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Emotion Mining Sonar gram: High Level View
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The Business Framework
For example, Emotion Mining can aid the sales process by showing what specific
emotions are "in play" on both sides of the table. Customers and employees experience
different emotions. When employees exhibit a stronger emotional competency in
dealing with clients, they greatly improve their productivity. Snyder and Fahey believe
that organizations have much to gain in developing an integrated understanding of
customer and employee emotions. Interrelated outcomes can be expected on many
fronts, including: dramatically improved customer experience, increased sales,
enhanced employee job satisfaction, reduced employee turnover, and lowered
employee training and development costs.
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The Value of Emotion Is the Message - Presentation Transcript
People don’t want to do business with you. They want to do business because of you.
Work the message value. - Inspired from the Twitter stream, authors reveal you. But first
you need to identify what to say. Then you can discover how to say it. What to say and
how to say it well, becomes the magnet. It attracts what works for everyone. This gets to
the magic of the because Prospects learn about you. If you attract them, great. If not,
maybe it’s better. It’s all good. But first, let’s be practical. This is about credibility.
What Opportunity. What value will your prospects get from you. It’s about
their opportunity. Not yours.
What Process. How do you deliver the goods? Without a plan, there’s no value.
What Culture. Is there a style fit with the prospect? Without chemistry, there’s
no fusion.
How Emotion. Lead with passion. Prospects want what gets you out of bed in
the morning. This is the first attraction.
How Qualify. Close on the heels of emotion is what drives it. This is tight
execution of emotion and qualifying content.
How Pay Off. Only the prospect can decide this. But you offer a compelling
setup of emotion and qualifying it.
Opportunity Map sheet: Tier 1: Emotion 1 2 3 4 5 Where you can grow and
prosper A learning organization. Expect more!
Opportunity Map sheet: Tier 2: Qualify 1 2 3 4 5 Where you can grow and
prosper A learning organization. A learning organization where your personal
development grows through continuous training.
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Opportunity Map sheet: Tier 3: Pay Off 1 2 3 4 5 Where you can grow and
prosper A learning organization. Your career path will be set in a direction
that’s fulfilling and rewarding.
Process Map sheet: Tier 1: Emotion 1 2 3 4 5 You get to see the impact of your
work. Results implemented within the organization You Accelerate!
Process Mapsheet: Tier 2: Qualify 1 2 3 4 5 You get to see the Impact of your
work. Results implemented within the organization Team oriented,
collaborative work environment.
Process Mapsheet: Tier 3: Pay Off 1 2 3 4 5 You get to see the Impact of your
work. Results implemented within the organization You learn collectively
from others to accelerate your skills and experience equity.
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through continuous training. Your career path will be set in a direction that’s
fulfilling and rewarding.
Culture Messaging Matrix 1 2 3 4 Emotion Qualify Pay Off Where you can
grow and prosper A learning organization. Executional Tiering Go beyond.
Individual achievement is a collective goal. Your career advancement will
accelerate much faster.
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CONCLUSION
As through the report , we can understand that in today’s world nobody is able to
survive in global market without touching the emotions of the customers. All the
leading companies of the world are not only known for the products and services but
also for their customer welfare and that comes only after knowing the desires of the
customer so that it can be converted into a fulfillment.
Archie’s, Coca-Cola, Wal-Mart, HDFC, are some of the examples who established
through the promotional stratify based upon the emotions of the consumer so that the
consumer feel that the company it thinking for their sake.
All I can say through the study that emotions play a vital role in creating a consumer
base. the coming era would be uncertain to define but only we can say that emotional
appeal is base through which we can predict the future of a company.
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REFRENCES
http://www.hispanicmpr.com/resources/articles/the-ultimate-%E2%80%93-
adding-emotions-to-your-brand/
http://www.tmius.com/eval3.htm
http://www.zibs.com/emotionalmining.shtml
http://www.accessmylibrary.com/coms2/summary_0286-26762280_ITM
http://www.thehindubusinessline.com/catalyst/2005/03/31/stories/2005033100
140300.htm
http://abcnews.go.com/Health/story?id=2682341
http://www.brighternaming.com/brands_of_emotion.html
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