Emotional Branding
Many marketing experts believe a brand positioning should have both rational and emotional components. In other words, it should contain points-of-difference and points-of-parity that appeal to both the head and the heart.
A person’s emotional response to a brand and its marketing will depend on many factors. An increasingly important one is the brand’s authenticity. Brands such as Hershey’s, Kraft, Crayola, Kellogg’s, and Johnson & Johnson that are seen as authentic and genuine can evoke trust, affection, and strong loyalty.
Authenticity also has functional value. Welch’s, owned by 1,150 grape farmers, is seen by consumers as “wholesome, authentic, and real.” The brand reinforces those credentials by focus-ing on its local sourcing of ingredients, increasingly important for consumers who want to know where their foods come from.
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