Emotional Branding Strategies and Effects in the U.S Market
Abstract
The traditional branding methods of emphasizing the material effects of the products have been proved unsuccessful in today’s U.S marketing environment. Consumers are exposed to an increased amount of information on digital media platforms. Emotional branding is a marketing technique that can generate demands in this ever-changing market environment. Emotional branding appeals to consumers’ emotions and therefore stimulates their purchasing behaviors. There are various strategies within the concept of emotional branding. The three frequently discussed emotional branding strategies are forming brand communities, attaching prosocial aspects to the products, and providing customized services. Those strategies are employed by successful brands in the United States. This paper will analyze those strategies and their applications in detail. Psychological theories are helpful in explaining the effect of emotional branding. Maslow’s model of human needs evaluates the factors that meet consumer needs and expectations during the branding process. Each emotional branding strategy mentioned in this paper can target a need from the top levels of Maslow’s model, including social, esteem, and self-actualization needs. In this paper, case studies in the market in the United States are used to address the application of both branding strategies and Maslow’s theory. With the consideration of consumer expectations, emotional branding strategies are effective in forming bonds between brands and consumers and increasing brand loyalties.
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