Emotional Branding Monitor

How to understand the unconscious,

make use of emotions and manage

brands successfully

How to attain successful emotional

brand positioning with the

Emotional Branding Monitor (EBM)

It has been a long time since consumers have been attracted by product and

value propositions alone. Nowadays, the development and expansion of a

sustainable brand personality has become a decisive factor in successful

brand management.

Particularly when a wide range of comparable products are available time-

consuming information acquisition and decision-making processes are often

replaced by the emotions the brands trigger. Emotional branding is therefore

considered a crucial driver for successful marketing and describes the ability

to associate a brand with the consumer‘s emotional motifs and desires.

To this end emotional branding draws on indings from emotion research and

neurosciences, i.e. brand, product and advertising messages are largely per-

ceived unconsciously (see igure above). In general, it is not the consciously

processed information therefore that determines purchasing decisions but

rather the implicit emotional associations that are conveyed via the brand com-

munication and associated with the brand and product.

Brands and advertising are largely perceived unconsciously and therefore controlled by system I.

Relected, explicit processes in the brain• Rational behaviour and action

• Cognitive conscious processes, e.g. planning, thinking, facts, reason, language

Automated, implicit processes in the brain

• Spontaneous, unrelected behaviour

• Cognitive unconscious processes, e.g. perceptions, emotions, associations, attitudes,

motifs

• Brand messages are mostly learned implicitly and have an efect even without conscious processing

• Implicit processes inform a large degree of our brand and advertising awareness as well as purchasing decisions whenever one or more of the following common circumstances arise

time pressure/stress

low Involvement

indecision information overload

homogeneity of products

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Fields in which the EBM can aid successful brand management Relevant insights for your emotional branding

⊲ Image investigations: Measure the emotional image of your

brand and products.

⊲ Measure the emotional advertising impact: What emotional

impact does your advertising have? How does advertising

affect how your brand is perceived?

⊲ Impact of different advertising materials/input for cam-

paign creations: Which advertising materials will have the

most lasting effect on your target group? What is the best

way to appeal to your target group emotionally?

⊲ Campaign controlling: What effect does your advertising

have as time goes by and compared to competitors?

⊲ Brand and product positioning: How is your brand positi-

oned in terms of how it is perceived emotionally compared

to competitors? Where do promising niche markets result?

⊲ Reorientation/repositioning: Preparation and monitoring of

changes in image/positioning.

EBM: How to measure brand emotions correctly

An innovative tool based on neuroscientiic foundations

With the Emotional Branding Monitor Interrogare has developed an innovative tool that captures the implicit emotional impact of

brands by drawing on neuroscientiic indings, i.e. even highly complex emotions arise from the interplay of seven indepen-

dently operating basal emotion systems (see igure below) as well as associated cognitions. These form the basis of human

thoughts and actions. Brand knowledge is also unconsciously

created by emotional activation, i.e. without cognitive intent

the brand is stored in our memory as a neural network and

this has a lasting inluence on how the brand is perceived. The Emotional Branding Monitor identiies the emotional activation of your brand and via the emotion systems ofers you access to the motivational needs of your target group, thereby giving you

concrete insights for your brand management.

The reaction time for approval or rejection is a reliable measu-

re of the strength and nature of the association between brand

and stimulus. As a result unconscious, cognitively unreflected

associations and emotions are captured without being dis-

torted by disruptive factors, such as social desirability. The

measuring process is quick, intuitive and fun for the respon-

dents and can easily be integrated into classic surveys.

In comparison with other implicit methods based on reaction time measurements the EBM is unique due to the fact that

measurements rely not only on particular terms but are largely

based on validated emotional image worlds, which represent

the fundamental range of human emotions. In doing so the EBM draws on findings from psychological emotion research,

where image-guided, projective methods representing emotio-

nal situations in a non-verbally coded format are preferred.

This is how it works! Unlike the usual survey techniques: it is simple, quick and intuitive

Common survey techniques, such as rating scales or Likert

consent scales are unsuitable for gaining access to consumers‘

implicit emotional perceptions, as they can only depict explicit and

consciously experienced perceptions.

The EBM approach is diferent and exploits a much researched „detour“ discovered several decades ago. In order to reveal unconscious brand and advertising perceptions, respondents are

presented with emotional images and terms and have to decide

within fractions of a second whether these stimuli match a brand

image or not (reaction time paradigm).

BASAL EMOTIONAL SYSTEMS BASED UPON

NEUROSCIENTIFIC FINDINGS

EMOTIONAL POSITIONING OF FIVE BRANDS IN

COMPETITIVE ENVIRONMENT AND THEIR INDIVIDUAL

EMOTIONAL PROFILES

INTERROGARE is all about research

We thank you for your interest in our solutions and would be

happy to give you detailed advice on how to use our methods

to suit your requirements. You can rely on our many years of

experience and take advantage of our modern scientiic methods to better understand your customers.

Do you have a speciic request, general questions or are you looking for information you could not ind?

Then please get in touch, we look forward to hearing from you!

INTERROGARE GMBH

Karl-Eilers-Straße 14-18

33602 Bielefeld

Fon +49 521 | 557 810-100

Fax +49 521 | 557 810-299

E-Mail: info@interrogare.de

Web: www.interrogare.de