Learning Outcome
•Students can show components forming
emotional branding
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Material Outline
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Brand extension strategy
Co-branding
10 commandments of emotional branding
A sense of strategy
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Brand Extension
• The Range Brand Scope:
– The purpose is to develop a vision of the ultimate identity that
the brand will possess , and
– The product lines that the brand will support
– When selecting business areas, a firm needs to assess its ability
to make the product,
– The intensity of competition, price pressures and market trends
– The brand identity needs to provide a value proposition or basis
for relationship in the product class being considered
– The product needs to fit and reinforce the identity
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Brand Extension
• Product Line Identities
– Brand will be applied to several product lines
– Each product line will have its own product line identity
– To compete in a product class setting will require additional
associations
– Ex. Calvin Klein, Kraft, Honda, Toyota
• Dynamic Vision:
– What is the ultimate brand identity?
– How should the brand evolve toward the identity?
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Co-branding
• A brand can also be leveraged by entering another
product class, not by a brand extension, but by cobranding.
• Composite brands:
– A bundling of two brands to provide an enhanced consumer
benefit or reduced cost.
– Ex. MasterCard, SonyEricsson
• Challenges in doing cobranding:
– Finding the right fit
– Solving the implementation problems of two organization
– Different system and cultures
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10 Commandments of Emotional Branding
• From consumers to people: consumers buy, people live.
• From product to experience: product fulfills needs,
experience fulfills desires. Capturing consumer’s
imagination
• From honesty to trust: honesty is expected. Trust is
engaging and intimate. It needs to be earned.
• From quality to preference: quality for the right price is a
given today, preference creates the sale. Preference
toward a brand is the real connection with consumers
• From notoriety to aspiration:
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10 Commandments of Emotional Branding
• From identity to personality: identity is recognition. Personality is
about character and charisma. Brand personality has a charismatic
character that provokes an emotional response.
• From function to feel: the functionality of a product is about practical
or superficial qualities only. Sensorial design is about experiences.
• From ubiquity to presence: emotional presence is felt. Brand
presence can have quite an impact on the consumer.
• From communication to dialogue: communication is telling, dialogue
is sharing.
• From service to relationship: service is selling. Relationship is
acknowledgement.
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A Sense of Strategy
• Sensory appeals can create that consumer preference
that distinguishes a brand amidst a sea of competing
commodities
• In the experiential view, the consequences of
consumption appear in the fun that a consumer derives
from a product
• Every product has symbolic qualities, many of which are
conveyed through sensory associations
• To select appropriate symbols, marketers must be aware
of the current trends and fads of their target market
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A Sense of Strategy
• Sensory elements can provide a fertile and imaginative
shopping experience for consumers
• The stream of associations that occur during
consumption (imagery, daydreams, emotions) are
equally important aspects of consumer behavior
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Conclusions:
• The purpose is to develop a vision of the ultimate identity
that the brand will possess , and
• The product lines that the brand will support
• When selecting business areas, a firm needs to assess
its ability to make the product
• Brand will be applied to several product lines
• Each product line will have its own product line identity
• To compete in a product class setting will require
additional associations
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