A number of companies such as Prudential ICICI Life Insurance, Bajaj and Servo have tried to use the emotional route in their advertisements and branding. How effective are such strategies in selling a product? Will such strategies work for a product such as Servo, which markets lubes? Does branding on an emotional platform make a great impact? Do such emotional appeals and brands really move people?
Branding has another deep responsibility in this changing world, which is closely connected with its role in promoting the nation-state and status of living. Whether we like it or not, commercial brands are increasingly performing the role of transmitting national culture and human values.
Emotion is a term frequently and familiarly used as synonymous with feeling. In psychology, it signifies a reaction involving certain physiological changes, such as an accelerated or retarded pulse rate, the diminished or increased activities of certain glands, or a change in body temperature, which stimulate the individual, or some component part of his or her body, to further activity. The three primary reactions of this type are anger, love, and fear, which either occur as an immediate response to external stimuli or are the result of an indirect subjective process, such as memory, association, or introspection.
Branding emotions signifies the role brands play in the enjoyment of consuming the importance of great design in creating those experiences. Branding emotions is a strategy that places the consumer, not the product at the forefront. It explores how brands can connect with people in a more sensitive and humanistic way, and touch people profoundly at the level of the senses and emotions. |
