Concept of Emotional Branding in B2B

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Re: Concept of Emotional Branding in B2B

#1 Postby Nidhiimtn » Mon Nov 24, 2014 8:24 am

Emotions, are one of the biggest weapon as well as weakness for human beings, not just in marketing but in every sector or field. No matter how much we try, we all are vulnerable to our emotions and it’s an obvious fact that any relationship based on emotions stays alive for the maximum time. Emotions makes our rationale a little weaker and we tend to oversee the little mistakes of others.
In Marketing, Emotional Branding can be a really useful technique as a human being is most likely to remember a trust what touched his heart truly. Especially in B2B Markets, where loyalty matters a lot, touching the emotional buds of customers can be really helpful. But then again, we have to be careful. Everyone in B2B are professional and know all these techniques.

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Re: Concept of Emotional Branding in B2B

#2 Postby shalini1792 » Mon May 19, 2014 10:40 am

B2B buying is often treated as an activity influenced solely by logical factors such as cost-benefit analyses, risk assessments and feasibility studies, in reality the process is determined by the same complex mix of gut instinct, emotion, reason and post-rationalisation that drives all human decisions.The rational approach usually sees B2B brands market themselves according to values that appeal to the business brain, for example the ability of the product or service to achieve objectives or improve performance.A survey of 3,000 B2B buyers across 36 brands and interviews with 50 B2B marketing organisations, show that customers favour brands that demonstrate personal value through emotional appeals. Hence, the concept of emotional branding in B2B is very prominent and prefered by the customers.

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Re: Concept of Emotional Branding in B2B

#3 Postby Priya16 » Sun May 18, 2014 5:44 pm

The concept of emotional branding is in trend these days be it for B2B or B2C. When branding is done with more of an emotional touch, it creates a great impact on the consumers. We as human beings have feelings, emotions and we are touched when we hear or see something emotional. It works well. As I said we are touched with emotions and feelings, similarly the main motto of emotional branding is to touch the hearts of the consumers and create an impact. And when impact is created, then the goal is achieved. And we as human beings feel good if an advertisement or branding is done with emotional aspect. We think that the company showcasing the advertisement is loyal toward the customers and wants to deliver value added products to their customers. This psychology helps in attracting the customers when emotional branding is done.

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Re: Concept of Emotional Branding in B2B

#4 Postby rinky05 » Tue Mar 11, 2014 9:47 am

Branding in any place can be built only by generating trust , Usually concept of emotional branding is less in B2B compared to B2C as:

· B2B buyers are rational decision makers who are not moved by emotional factors.

· B2B products are too complex to reduce to a tagline or ad.

· B2B purchases are all about the relationship between the individual sales rep and the buyer; if the B2B brand means anything, it is created by the sales rep

· B2B companies sell to narrow audiences, so advertising to create a brand does not make much sense.

· B2B products do not promise to make you “cool” or “sexy” or any other aspirational attribute. Price is the only thing that matters

So it totally depends on the how good the services and products are being provided by the sales person to his customers and very less on the emotional aspects.

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Re: Concept of Emotional Branding in B2B

#5 Postby priyanka18 » Mon Jan 13, 2014 2:52 pm

I believe the best example of Emotional Branding is Johnsons & Johnsons! Whenever we think of Baby Products that's the first word in all our minds...That is the extent of impact and connection of J & J!! Thats the motive.. To be the first thought in a person's mind when they think of a Product/Service XYZ! If you have reached that state, then the goal is to keep it consistent and moving..

"A Brand which captures your mind is in the game in the short run..But the brand that captures your Heart is Winner of the Game always!!"

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Concept of Emotional Branding in B2B

#6 Postby Princi » Mon Jan 13, 2014 9:10 am

First of all, we should understand the concept of Branding.
According to me the activities and strategies the go into the development and protection of a brand, branding is something that touches all aspects of a business that begins with an advertisement, as sales representative telephone call, how the receptionist answers the telephone and how well emails are acted.All these activities reflects the branding of a product.

Now come to the concept of emotional branding:
Every marketer knows that branding is incredibly important – it enables customers familiar with your brand to distinguish it amongst a sea of competitors. The success of all these brands is about much more than the logo, it’s about forming an emotional connection with their customers.In emotional branding decide which emotion you want to target in your audience.
Encourage customers to reach the desired emotionally bonded state; “I will only buy brand x”? Once people start using these concept means your product is into emotional branding category.
Create consistent communications centered on customer's emotional needs.

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