Branding does not only help identify, but it also ensures the quality of goods and services the buyer and trader will purchase from the manufacturer.
Similarly, victims of the World War II Nazi persecution were branded with numbers as they entered the concentration camps.
[2] The Industrial Revolution caused a massive shift in the future of branding as it transformed the importance and value of visual identification and trademarks.
During this period, when railways and roadwork promoted a larger scope of product distribution in different areas, branding emerged as a way to differentiate various local and exported goods by simply using logos.
This early form of branding created familiarity with different goods and it began to build trust among its loyal consumers.
Companies were also focused on prioritizing the quality of product being distributed to ensure the return of loyal buyers and eventually, it will initiate growth of demand in the market.
Sellers were aware that not many people were able to read newspapers as this new social class enters the market, hence they expanded their creative thinking and began experimenting new ways to reach out too potential customers.
For example, via men wearing placards, banners streaming from hand held poles and umbrella signs.
The soap was added on the foreground pertaining that well-groomed middle-class children could enjoy domestic comforts and have aspirations of high society.
Gobé wrote, "Brands must recognize that their emotional identity is not only a result of ads and products, but also corporate policy and stances.
It also reflects the company's internal culture as the business must have a harmony and unified goal to be able to successfully reach their target market.
Emotion is a mental state derived from ones intuitive feelings, which arise from reasoning, knowledge and cognitive appraisals of events or thoughts.
It reads,"In the buying situation, the consumer generally acts emotionally and compulsively, unsubconsciously reacting to the images and designs that are associated with the product.
"[7] The process of Emotional Branding has an underlying concept based on four important factors which acts as a blueprint: Relationship, Sensorial Experience, Imagination and Vision.
Sensorial experience also explains how companies were able to apply and manipulate human emotions on the product to win the favour of consumers.
This sort of principle would leave a lasting impression in the buyer's minds and it would also set an example for the future generation that a business must create a leading brand which prioritizes its consumer needs.
[8] The works of Marc Gobé, including his groundbreaking book Emotional Branding, have been translated into numerous languages.
This approach would help potential consumers to have a positive attitude towards the product, creating an attraction between the brand and the items being sold without being forced to purchase.ii.
This brings total comfort to customers and it gives advantage to the company because the buyers will put their brand as one of their top choices.iv.
The quality is an essential factor to stay in business, however achieving preferential status by consumers mean that the product made a real connection with its users.v.
From Identity → to PersonalityEmotional Branding teaches a company to build its personality to create a lasting impact on users.
This allows new associations to build strong foundations for their company culture, portraying personalities and specific values which reflect the entity as a whole.
This way, consumers would create a closer bond with the brand as the product managed to trigger an emotional response the company was hoping to achieve from its users.
It is important to foster positive emotional connections not only when communicating with potential customers, but also it should extend to long-time audience to keep their loyalty.
This works best when the advertiser has done substantial amounts of research on the demographic audience, knowing what values and ideas will trigger an emotional response and connection to the brand.
Bernays suggests that there is an extensive list of factors that drive motivation based on both ideological values and personal experience.
The eight needs are as follows: These needs, which are subconsciously emotion-based, serve as a foundation for emotional branding and allow marketers to create a self-fulfilling prophecy when it comes to consumer needs.
Emotional branding is a notable tool used in advertising in many South and Southeast Asian countries particularly Thailand, India, Singapore and Malaysia.
The very thought of affecting a consumer based on psychological research is controversial in itself and has been subject to extreme criticism throughout the development of the advertising industry.
Because of both the likeness of products on the market today and the clutter of advertisements, more creative tactics, which may be criticized by some, are being used to subliminally affect the mind.