C/M/325. The Concept of Emotional Branding

The paper critically examines the concept of emotional branding to highlight its advantages and weak points. The author also discusses various strategies that companies can employ when engaging in emotional branding (differentiation, focused differentiation, low price etc – according to the Bowman’s Strategy Clock). Finally, remarks are made as to whether emotional branding is a sustainable model and what should be done to maintain and enhance its influence on consumers.