Emotional Branding,Celeb,Brand Personality K.Sriwignarajah - FGSTPGDM36.docx

7/27/2019 Emotional Branding,Celeb,Brand Personality K.Sriwignarajah - FGSTPGDM36.docx

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Literature Review

Emotional Branding, Celebrity Endorsement, Brand Personality

A Report

By

K.Sriwignarajah - FGS/T/PGDM/36

Course: PMKT 52074-Brand Management

Course Instructor: Mr.D.M.Ravi Dissanayake

Semester II: 2013

POSTGRADUATE DIPLOMA IN MARKETING

Department Of Marketing Management

Faculty of Commerce and Management Studies

University Of Kelaniya


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Emotional Branding, Celebrity Endorsement, Brand Personality

Introduction

Emotional branding that builds the ego. It causes to feel smarter, bolder, a lot of

refined, or the other key feeling that's the inspiration of pride. As a result of it causes

you to feel higher regarding yourself. Customers are loyal to the brand those loyalty

created by winning the customers heart those brands has created an emotional bond

with them, because a brand has a life. Most of the time emotions are created by the

commercials, Most of the time TV channels programmers get the emotional branding

on their programmers the particular programmers get the emotions through the

celebrities. EX: Sujathadiyaniya, Malii these Tele dramas are few of thoseemotionally branded. From an emotional-branding standpoint, brand strate- gists

should focus on telling stories that inspire and capti- vate consumers. These stories

must demonstrate a genuine understanding of consumers lifestyles, dreams, and

goals and compellingly represent how the brand can enrich their lives (Roberts

2004)

Day by day consumers are exposing many voices, images, television ads, newspapers

how consumer can recall a particular brand? How celebrity credible to recall the

brand name for consumers. This could happen celebrities are well known character

they have the power to influence the customers, EX: Indian cricket players,

Literature review

Late 1990 are the time where emotional branding was emerged, branding gurus

specially challenge the benefit-driven approachs fundamental (Aaker 1996; Ries and

Trout 1981). Most of the time emotional branding can be more in the service sector

because of the nature of that sector. The service sector is an intangible for that reason

service sector products are selling emotions and feelings where emotion and feeling is

intangible but its values very high. New trend is emerging as service branding.

Businesses and consumers are unique. Their concern is increasing importance on

brands. Brands offer identity, stimulate the senses and enrich the life experiences. it's

an individual need to affiliate and surround ourselves with things all know, trust anddraw a drop on to be. Healthy brands with distinctive appeals championed by fame


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leaders have become the body and soul of the twenty first century businesses (Martin

roll). The brand has been there for more than 100 years the name Brand has derived

from Old Norse, brand is an identity for the product and service (KevinKeller 2003)

brand create an additional value for the particular product, especially a brand

contribute to the product quality as well. If a product does not have a brand name

particular product does not need to worry about the quality.

Brand Affect consumer sees a brand as they wanted, his or her like or unlike

towards to the brand. Brand is the drive force for the organization brand makes the

recognition to the organization most of the marketer says Branding is the art and

cornerstone of marketing.Emotional Branding has been a key to success the brands

over the past decades (C.J.Thomson, Rindflesch 2006) emotional branding has grown

over the past decades branding has involved with feelings and emotions (Gobe 2001;

Zaltman 2003). Emotional branding is a bond between customer and organization this

able to build the strong relationship (Roberts 2004).

Celebrity endorsements square measure the additional wide used strategy of

improvisation celebrities as a promotional tool. These endorsements will have

celebrities giving skilled opinions, being an advocate for a product, or simply being

related to a product (McCracken 1989; Seno and Lukas 2007).Celebrity endorsement

is a common tool to promote the brand with the celebritys fame. Spending on

celebrities for advertisements have gone far, big organizations spending millions of

dollars to promote the brand (Daneshvary and Schwer 2000, Kambitsis et al. 2002).

Studies proves, theories and practices keep on educating that using the celebrity in

advertising bring more attention and more publicity to the brand (Ohanian 1991).

Most success full brand Nike used Tiger Wood as their celebrity endorsement; Nike

has established a very strong brand personality and brand identity over the years, Nike

has been practicing main three areas of endorsement. Attractiveness of the celebrity,

Credibility of the celebrity, Meaning transfer between the celebrity and the brand

(Martin roll) sometimes celebrity endorsement fails due to bad focus on selecting the

celebrity EX: Zigo mobile phone has selected cricketer Dilshan, Zigo would have

failed ofAttractiveness of the celebrity, Credibility of the celebrity, Meaning transfer

between the celebrity and the brand. Actual scenario celebrities are credible source?

This question rises every time if a celebrity endorsing for multiple brands promotion

the particular celebrities brand promotion for the particular brand doesnt reach the


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customer EX: Jayasooriya was a celebrity endorsement for the REDCOW milk

powder brand some of the customer used to ask the brand as Jayasooriyas milk. So

here the celebrity credibility is high but if jayasooriya would have appeared in some

other beverage then this credibility could have less. Linking the celebrity endorsement

has some potential problems too; sometimes celebrity could be overused by endorsing

so many products (Kevin Keller 2003)

A considerable amount of research has been done in the personality psychology thus

for conceptualize and identify the human personality. (J.L.Aaker 1997) In consumer

behavior researches attention has been given to construct about the brand personality.

Actually a brand personality refers a set of human characteristic related with a brand

(J.L.Aaker 1997) a brand can easily think if there were an involvement of celebrity or

historical figure (Rook 1985). A similar conceptualization of traits might share by

human and brand (Epstien 1977)

How brand personalities affect medical prescription? Very few sectors demonstrate

the worth of disapproval as much because the pharmaceutical sector. This sector is

dominated by the science. Those prescribing medication square measure rational and

make what they understand because the best option for the patient. Ordinarily this

could imply a product-driven market, during which brands square measure an

impermissible word. Our recent analysis has shown but that medicines have a

temperament, as do all brands. By personality tend to mean that each Renaissance is

man, doctors and specialists realize it attainable to attribute human personality traits

to medicines. Not solely did they not refuse to answer questions on whole

temperament, but applied mathematics information analysis showed that some of the

temperament traits they ascribed to medication were correlated with prescription

levels (Kapferer, 1998). Pharmaceutical branding has emotional branding, brand

personality this two involves for a pharmaceutical branding where the doctors

prescribe based on the brand personality, if the medicine cures the disease doctor will

feel the emotion from the patient. Ex: Augmentin a pharmaceutical brand


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Conclusion

Analysis suggests that customers avoid brands when their emotional-branding

guarantees area unit viewed as inauthentic and, conversely, that emotional-branding

methods succeed once they will perform as an authenticating narrative for consumers

identity comes. These ideas square measure congruent with analysis indicating that

consumers most valued brands square measure those whose symbolic meanings play

an important role in their self-conceptions (Fournier 1998; Holt 2002)

Emotional branding, celebrity endorsement, brand personality are interconnected

reason each of it has their own characteristics. Few years back there were no hording

for tele dramas but now hoardings for dramas as well, this drama branding includes

all the three aspects, a product can taken has a drama and develop a story behind.

Robert (2004) has mentioned in his research.

Celebrity endorsement is a money spending method, celebrities are highly paid but

are they doing the justice for the particular brand? All the celebrities should go on live

and purchased a brand from the supermarket or retail shop. This makes celebrity to

associate with the brand.


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References

1. Aaker, David (1996),Building Strong Brands. New York: The Free Press.2. http://www.venturerepublic.com/resources/branding_celebrities_brand_endorsem

ents_brand_leadership.asp

3. Ries, Al and Jack Trout (1981),Positioning: The Battle for Your Mind. NewYork: McGraw-Hill.

4. C.J.Thomson, Rindflesch (2006) Journal of Marketing American MarketingAssociation. Pp50-64

5. Roberts, Kevin (2004), Lovemarks: The Future Beyond Brands.New York:Powerhouse Books.

6. Ohanian, Roobina (1991), The Impact of Celebrity Spokespersons PerceivedImage on Consumers Intention to Purchase, Journal of Advertising

Research, 31 (1), 46-53.

7. Daneshvary, Rennae and R. Keith Schwer (2000), The AssociationEndorsement and

Consumers Intention to Purchase, Journal of Consumer Marketing, 17 (3),

203-

213.

8. Craig J. Thompson, AricRindfleisch, &ZeynepArsel (2006January)Journal ofMarketingEmotional Branding and the Doppelgnger Brand Imagepp 51

9. Kevin keller (2003), Strategic brand management, Brands and brandmanagementpp 03

10.http://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asp

11.Kevin Keller (2003), Strategic brand management, Brands and brandmanagementpp 375-377

12.Roberts, Kevin (2004), Lovemarks: The Future beyond Brands. New York:Powerhouse Books

13.McCracken, Grant (1989), Who Is the Celebrity Endorser? CulturalFoundations of the Endorsement Process, Journal of Consumer Research, 16

(December)
http://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asphttp://www.venturerepublic.com/resources/branding_celebrities_brand_endorsements_brand_leadership.asp


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14.Seno, Diana and Bryan A. Lukas (2007), The Equity Effect of ProductEndorsement by Celebrities: A Conceptual Framework from a Co-Branding

Perspective, European Journal of Marketing.

15.J.L Aaker (1997) Dimension of Branding, Journal of marketing research page347

16.Rook (1985) The ritual dimension of consumer behavior, Journal of consumerresearch

17.Epstien (1977) Traits are alive and well in personality at the crossroad 18.Craig J. Thompson, Aric Rindfleisch, & Zeynep Arsel (2006),American

Marketing Association pp- 63

19.Kapferer, J-N and Laurent, G (1988) Consumers brand sensitivity: a newconcept for brand management, inDefining, Measuring and Managing Brand

Equity, Marketing Science Institute: A conference summary,

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