EMOTIONAL BRANDS

By- Faisal khan

Emotional Brands=???

 Feeling good about a brand’s

personality
 Much of the revenue is generated due
to the emotional attachment of the
consumer with the brand.
 Emotional benefits have been
recognized by marketers as a
prerequisite for sustaining brand
success
 Emotional brand could also become a
cult brand over time with
appropriate marketing mix
Changing Vocabulary of
Emotional Branding

üThink of consumers as people

üCreate products as experiences
üConvert honesty to trust
üChange quality to preference
üSwitch identity to personality
üRevert function to feel
üTransform service into a
relationship

Splendor
 1983- Joint Collaboration Agreement
with Honda Motor Co. Ltd. Japan
signed
 1984- Hero Honda Motors Ltd.
Incorporated
 1994- New motorcycle model -
"Splendor" introduced --1,000,000th
motorcycle produced
 1998 -2,000,000th motorcycle
produced
 2000- 4,000,000th motorcycle
produced
Cont……..

 To date there have been 8.5 million

Hero Honda Splendors sold, at a
rate of one million per year making
the Splendor the largest selling
motorcycle in the world
 Engine -97.2 cc, 4-stroke, single-
cylinder air-cooled
 Power- 7.5 hp at 8000 rpm
 Dimensions L 1970 mm W 720 mm H
1040 mm Weight 109 kg
Thums Up

 Thums Up was a major sponsor of

cricket matches. In the early 1980s,
it came out with several postcards
featuring SunilGavaskar and Imran
Khan.
 Thums Up's celebrity endorsers
include Akshay Kumar and Abhishek
Bachchan
 Parle sold it to Coke for a meager US$
60 million.
 Thums Up Used to have a
competition against pepsi.
Apple Inc

 an American multinational corporation that

designs and manufactures consumer
electronics and computer software
products.
 company's best-known hardware products
include Macintosh computers, the iPod
and the iPhone
 Apple software includes the Mac OS X
operating system, the iTunes media
browser, the iLife suite of multimedia and
creativity software, the iWork suite of
productivity software, Final Cut Studio, a
suite of professional audio and film-
industry software products, and Logic
Cont…….

 The original Apple logo featuring

Isaac Newton under the fabled
apple tree.
Cont…….

 The rainbow "bitten" logo, used from

late 1976 until replaced in 1998 by
monochrome themes.
Cont…….

 The monochrome-themed logo

maintained the same shaped as the
rainbow theme it replaced. It is still
used and often appears in various
colors on various products, such as
packaging and advertisements in
2003.
Cont…….

 The Aqua-themed Apple logo, used

from 2001 to 2003 on packaging
and advertisements, and on early
versions of Mac OS X before
Panther.
Cont…….

 The "glass"-themed Apple logo, used

from 2003 to present. It first
appears on Mac OS X Panther and
also on start-up of the iPhone, iPod
Touch, fifth generation video iPod,
iPod Nano, and all subsequent
versions of these products.
References

 Article "For the ultimate bonding” by

S. Ramesh Kumar
 Wikipedia
 www.apple.co.in
 www.cocacola.com
 www.herohonda.com
