Emotional Branding
The argument that brands connect with people through the senses and emotions.
What it is
The argument, from branding practice, that brands build bonds by appealing to the senses and feelings and not to features alone. It is descriptive and drawn from case studies more than from experiments.
In effect
In the article on emotional marketing, it is the practitioner idea that research on brand attachment puts to a measurable test.
What it does not say
It does not explain how bonds form or weaken, and it does not say that emotional appeals work for every product.
Sources
- Natarelli, M., & Plapler, R. Brand Intimacy.