Abstract:
The objective of this work is to show the significance of Emotional Branding as a marketing, brand design, and communication instrument based on the changed business situation and demanding customer needs. The five basic senses: taste, touch, sight, sound, and smell shall be explained and set into relation to the brand elements. A lot of marketers discuss about Emotional Branding as the future approach without exactly knowing what this term contains. The aim of this diploma thesis is the development of a conceptual approach in form of a guideline with the key components to emotionalize brands, to give them a face and a character in order to reach the overall aim: the identification of customers with the brand.
The first part of this work provides the basic knowledge. It explains and defines in addition to the basic terms 'brand' and 'branding', terms like 'brand image', 'brand identity' and 'brand equity'.
The second part describes the changes in buying behavior, the changing needs and different perceptions of today's customers. The three main generations are explained to demonstrate the need for Emotional Branding as a new kind of branding tool. Additionally the explanations to hybrid buying behavior and smart shopping will show the necessity of a positive brand experience and the change from Branding to Emotional Branding. It gives a definition of Emotional Branding and a short introduction to the instruments that can be used to support the brand elements, which are closer explained in the main part.
The traditional marketing searches for new ideas. The aim is clear. Excitement and experiences shall go along with attractive brand worlds. But how to emotionalize communication? The third and main part shows in form of a guideline how to create an incomparable brand image with the help of tones, colors, scents etc. in combination with the brand elements. In this context successful strong brands that were able to find their way into the consumers' psyche and built up strong emotional relationships will be taken as examples.
Finally the last part is a critical reflection of the brands playing with the consumers' senses in order to influence their everyday life. Moreover points are outlined that should be considered to support the successful use of Emotional Branding.
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