Emotional branding as a way of communication with consumers

Abstract

The term emotional represents the way in which the brand comes to life and establishes a deeper, lasting relationship with consumers. For companies to achieve the feat as emotional connection, they have to establish more humane and imaginative environment, both in terms of its business and in terms of people management, which offer the imagination and the hope of the new worlds. This strategy works since we all react emotionally to what we experience and naturally we project emotional value to objects around us. Experience which the brand offers to consumers should be particularly and stay remembered, because the brand with its innovation fuels the imagination of consumers. Of course, a basic prerequisite is that the product is of high quality, functionally designed, available to consumers in order to achieve interaction and activate the senses. Imagination in the brand design is a crucial point that makes the process of real emotional brand.