Abstract: This paper is based on the use of emotional branding by the companies to made the product successful in the market. The successful use of emotional branding by few brands like Lays, McDowell’s, Cadbury, Apple and few others have been used as examples of their strategic use of emotional branding as a part of marketing strategy. The psychological factors and emotions behind the use of this branding strategy has been explained with the help of Apple and its correspondence with Maslow’s need hierarchy theory. Analysis on three aspects, that is “ethos, pathos and logos” have been used to understand how emotional branding affects the customer’s psychology and attracts them to a particular brand advertisement.
Keywords: Emotional Branding, consumers’ behaviour, Marketing tool, strategy, Apple, Cadbury, McDowell’s, Nike.
Title: EMOTIONAL BRANDING: IT’S STRATEGIC USE
Author: Ambika Sur, Kritika Pathak
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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