Consumers Emotional Bonding with Brands
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Consumers Emotional Bonding with Brands
Is There an emotional attchment?
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Havas Media Has Unveiled the 2011 Meaningful Brands Research

Havas Media Has Unveiled the 2011 Meaningful Brands Research | Consumers Emotional Bonding with Brands | Scoop.it

The Top3 leading brands that gained the most consumer loyalty and attachment are IKEA, Google and Nestlé correspondingly. 20% of 50,000 global customers in 14 countries think that brands have positive impact on their lives.  Most people would not care if 70% of brands ceased to exist.


Via Mike Spencer
Deveshnee Moodley's insight:

This article is good, as it really points out that consumers form an attactment towards a brands depending if its meaninful to them. I think brands become meaningful and important to consumers, as a memory of a consumer holds an infinate awareness of the brand. Consumers also form an attachment as consumer goods and services are symbolic to them and the role of IMC is to go deeper and understand brands and consumers. Consumers sign an emotional personality to certain brands. It is important for marketers to be aware of our consumers and their attachement to a brand, as markerts  you need to know what strategy to use for IMC.

 

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Fatana Faghiryar's comment, March 19, 2013 6:38 PM
This article points out that consumers form an attactment towards a brands varying if its meaninful to them. Brands become valueable and important to customers, as a memory of a consumer holds an awareness of a perticular brand.
Prianka Patel's comment, March 20, 2013 2:53 AM
this article is pretty good as it proves the points of consumers feelings towards the brand. it explains how consumers want to feel good about the brand as well as expect good quality this is how consumers get attatched and become loyal to a specific brand. in IMC brand is about understanding the consumer and satisfying them with the best goods and services and meeting their needs and wants. in this article i have learnt and been able to relate to the thoery of branding in IMC and also the real world. as this article has shown how consumers view brands and how they feel about them, as well as explaining the importance of a brand in a IMC strategy. in IMC it is told that markets should engage with consumers and become more loyal and personal with them by socialising with them more, this is how a marketers brand will be established and create an awareness as consumers are getting satisfied by what they want and need as markets have done their research and now will be successful in their branding.
Delzin Balsara's comment, March 20, 2013 5:00 AM
How do consumers get so attached to their brand??
In my opinion this article puts out the main points on consumer's and brand engagement, However I do think that this article relates more towards the topic of brand preference as well. Consumer loyalty is gained through consumers sticking/preferring to a particular brand. As marketers it is important to understand your consumers and the bond that they might have with their brand. The brand turns into a symbol that becomes an attachment to the consumer.
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Emotional branding: Love it or hate it, it works - - BizReport

It found consumers that form an emotional attachment to a brand purchase significantly more than those who don't. Emotions considered for the study were trust, bonding ('It's my brand'), resonance ('This fits my self image'), ...

Via Francisco Teixeira
Deveshnee Moodley's insight:

I agree that consumers tend to form an attachment with brands...I like that this articles points out the emotional attchament New Zealanders had towards Marmite...its a really good example which illustrates consumers bonding/ attachment towards a brand. As a markerter you need to understand that consumers form a sense of attachment towards a brand, and you will need to implament a correct IMC stategy

 

 

 

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Vetida Namprasert's curator insight, August 11, 2013 5:38 AM

I like the way this artical used marmite to be the example of the emotional branding 'love it or hate it' and I'm also agree with this artical about people tend to purchase more if they are loyal with the brand. therefore it is the task for maketer of a company to find the way to attack on customer's emotional through their marketing management and build the strong feeling and emotional of the brand.

Maybelle O'Connell's comment, August 19, 2013 7:16 PM
I agree with Vetidas comment in that people are more likely to buy from a well-known brand and in turn they will be loyal to that brand because they know what they are going to get from them. This article touches on how consumers build an emotional attachment with their favourite brand and how this can have a significant effect on the brand through brand awareness and exposure.
Aimie White 1085804's comment, August 20, 2013 6:12 AM
this is great article to highlight how vehemently people will stand by their brand. I don't think people realise just how loyal they are to a brand till they can't get it. This also highlights what was covered in the lecture about heuristics, how people don't even think about some of their purchaces, they just grab what they always get.