The role of emotional branding in creating consumer loyalty

• Main Author: Milovanov Olja
• Format: Article
• Language: English
• Published: University of Novi Sad - Faculty of Economics, Subotica 2014-01-01
• Series: Anali Ekonomskog fakulteta u Subotici
• Subjects: emotional branding; emotional attachment; brand loyalty; brand personality; brand-consumer relationship
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2014/0350-21201432059M.pdf

'Brand revolution' in the global marketplace is constantly intensifying. Companies are required to develop marketing strategies that help in achieving a high level of differentiation, and superior position in the minds of consumers. Survival depends on the ability to achieve close relationship with customers, creating such brands that provide unique customer experiences and feelings, with a strong commitment to the brand as the final effect. Emotional branding, a new paradigm of brand management, focuses on creating and developing emotional 'bonds' with consumers. It is based on the consumers' preference to buy those brands that, in the best way, express their own personalities. Given this knowledge, this paper seeks to highlight the importance of building emotional brand value, as well as applications of emotional branding in modern business and marketing strategies, as a basis for creating a high level of consumer loyalty, strong company's market position and successful financial results.