Emotional Branding Through Celebrity Endorsements

Emotional Branding Through Celebrity Endorsements

Kopal Agrawal Dhandhnia (Indian Institute of Management Ahmedabad, India) and Sanjeev Tripathi (Indian Institute of Management Indore, India)
Copyright: © 2018 |Pages: 15
DOI: 10.4018/978-1-5225-2921-7.ch016
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Abstract

Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.
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Consumers, Brands, And Emotions

The examples of successful emotional branding campaigns indicate that various brands have used emotional branding in different contexts. Hence, for appropriate application of emotional branding, it is vital to understand the consumers’ emotions and their expectations from the brands. Understanding consumers’ emotions, their desires and aspirations gives an insight into their behavior and their actions. It also helps in developing an understanding of the brand from consumers’ point of view, provides the consumers’ perspective of the brand, the characteristics they associate with it and its relevance to them.

Cadbury Dairy Milk

Cadbury has been a classic example of using emotional strings in its ads from “kya swad hai zindagi mein” (What a taste in life!) to “kuch meetha ho jaaye” (Lets have something sweet) campaigns. Both these advertising campaigns are an example of Cadbury’s attempt to engage with its customers emotionally and that of its efforts towards emotional branding. In “kya swad hai zindagi mein” Cadbury tried to show that ‘every person has something special in them and each moment of life has a reason to celebrate, so celebrate it with Cadbury’. The “kuch meetha ho jaaye” campaign captures the age old Indian tradition of sharing sweets to celebrate festivals and suggested Cadbury as a replacement of sweet. These advertisements show emotional moments of various relationships, like that of a brother and a sister, during the festival ‘Rakhi’ or of a father and a daughter, during farewell of the daughter as a bride. These are the attempts to position Cadbury as a part of the emotional tie and feelings in human relationships.

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