How to establish "Emotional Connection" in branding?

1. Relating a brand to a self based on value/principle

 - Nike : Just do it

 - 풀무원 : 우리 아이들에게 바른 음식을

 - 유한킴벌리 : 우리 강산 푸르게 푸르게

2. Relating a brand to a self based on identity

 - Rolex : I'm someone

 - Marlboro : Western cowboy, macho

 - 페라리, 루이비통

3. Relating a brand to a self based on aesthetics/cuteness

 - Kitty, Barbie dol

* Power of brand

1. Relationship initiation behavior

  - purchase

2. Relationship maintenance behavior:

 - repeat purchase

 - not influenced by the price reduction of competing brands

 - not influenced by the incentive offering by competing brands

 - not influenced by the product improvement claim by competing brands

 - not influenced by the favorable word-of-mouth/publicity about competing brands

 - consumers' purchase of a brand over the future extended period of time

 - consumers' forgiveness of a brand's mishaps

3. Relationship enhancement behavior:

 - consumers voluntary behavior in defending and protecting brand

 - consumers willingness to actively promote a brand to others

 - consumers own voluntary search behavior when a brand is not readily identifiable

 - consumers purchase decision postponement when a brand is not available

 - consumers willingness to pay a premium price

2010년 7월 29일