The Emotional Branding Process

This chapter aims to provide insights into the various facets of building brands with the use of emotions. Today, technology is playing an intrusive but imperative role in our lives and has made it fast paced. This leaves people with little time to decide on the products and services they want to buy. It is tending to a decision based more on learning about the attributes of the product from a utility perspective alone. The part where customers feel about products and services and then pay attention to attributes, irrespective of they being high-involvement or low-involvement products is slowly reducing. Purchase decisions are being taken more by the head than by the heart. The necessity to consider building strong brands as an essential strategy in order to succeed in an ever-growing highly competitive environment has taken significant proportions today. Customer experience management has been adopted as the process for establishing brands using emotions.