Share
Explore BrainMass

Emotional Branding and Guerrilla Marketing Explanation

What is Emotional Branding?

When organizations begin to launch a product they conduct a SWOTT analysis to discover internal and external factors that could prevent an organization from successfully achieving their goals. Once an organization determines the lifespan of the products and services they want to implement they begin to research consumer buying patterns. Emotional Branding is an approach that marketers use to appeal to consumers thus compelling them to purchase products based primarily on emotions. The goal of a marketer is to identify consumer spending habits and to position their products or services based on the consumers purchasing behaviors and the trends in the marketplace. "The effectiveness of an advertisement depends on whether consumers remember the brand and the message, understand it, are persuaded by it and, of course, ultimately buy the advertised product" (Laskey et al. 1995).

What are the Ethical Implications?

"Research on marketing ethics has so far been confined to general marketing issues, such as product safety, pricing, advertising and marketing research (Laczniak, 1993;Smith, 1995 and Murphy, 1999); little attention has been paid to branding. No business ethics books have been found to have reference to branding while leading branding texts have made no reference to ethics (Aaker, 1991; Kapferer, 1997; Keller, 1998; de Chernatony and McDonald, 2003). A brand may be amoral, but there are ethical issues in branding. Ethical branding, as a subset of ethical marketing, relates to certain moral principles that define right and wrong behavior in branding decisions. A brand needs to be evaluated not just by the economic or financial criteria but also by the moral ones. An ethical brand should not harm public good; instead it should contribute to or help promote public good." (Fan, 1999).

Solution Preview

What is Emotional Branding?

When organizations begin to launch a product they conduct a SWOTT analysis to discover internal and external factors that could prevent an organization from successfully achieving their goals. Once an organization determines the lifespan of the products and services they want to implement they begin to research consumer buying patterns. Emotional Branding is an approach that marketers use to appeal to consumers thus compelling them to purchase products based primarily on emotions. The goal of a marketer is to identify consumer spending habits and to position their products or services based on the consumers purchasing behaviors and the trends in the marketplace. "The effectiveness of an advertisement depends on ...

Solution Summary

What is Emotional Branding?

When organizations begin to launch a product they conduct a SWOTT analysis to discover internal and external factors that could prevent an organization from successfully achieving their goals. Once an organization determines the lifespan of the products and services they want to implement they begin to research consumer buying patterns. Emotional Branding is an approach that marketers use to appeal to consumers thus compelling them to purchase products based primarily on emotions. The goal of a marketer is to identify consumer spending habits and to position their products or services based on the consumers purchasing behaviors and the trends in the marketplace. "The effectiveness of an advertisement depends on whether consumers remember the brand and the message, understand it, are persuaded by it and, of course, ultimately buy the advertised product" (Laskey et al. 1995).

$2.19