Emotional Branding Overview

Cause branding

Another solution to declining consumer attention and loyalty is to forge an emotional connection between a brand and its customers through cause branding. Cause branding, or cause marketing, is a strategy that offers consumers opportunities to make cause-based purchases for making positive changes for social issues other than personal benefits.

When a brand addresses relevant social issues, it can build emotional bonds with its customers. Moral emotions play a central role because they are linked to their customers' interests and desire to serve a higher cause. The emotions that result from positive perceptions and beliefs toward the brand are translated into consumer behavior, as illustrated by the following consumer testimonials: "Brand X was there for us when the storm hit. It financially supports programs to improve adult literacy. Brand X is giving back to the community and investing in our future. I will support Brand X and tell my friends and family to do the same".

For these reasons, cause branding has been used as an effective marketing tool in enhancing consumer perceptions of the long-term image of the brand and ultimately leads to a financial gain for the firm. However, brands should be circumspect and select causes that resonate with the brand's target market. For example, a woman's clothing retailer would raise funds for breast cancer research over driver's education for teenagers. Similarly, a fine hardwood furniture manufacturer would promote environmental issues rather than supporting youth soccer. TOMS, known for its "One for One" business model, in which the company donates one pair of shoes to children around the world for every pair of shoes sold, recently received a backlash from the public who raised suspicions about its true cause. Research revealed that in addition to making negligible differences in the children' lives, the TOMS campaign sustained the view of the poor as helpless people passively waiting for Americans buying more shoes.

In addition, employees can play a proactive role in cause marketing, as demonstrated by the report that approximately 70% of US consumers will be more inclined to support a cause if an employee recommends it. Although Kmart has struggled to compete with other discount retailers, its employees raise money for St. Jude to fight childhood cancer. This cause resonates with Kmart's core customers who helped them raise $22 million for St. Jude in 2014. The following are cases of additional fashion brands that support the use of social causes as a viable strategy in emotional fashion branding.

Warby Parker

Warby Parker, an eyeglass company, has launched "Buy a Pair, Give a Pair" program, to donate a portion of its sales to nonprofit groups that train people in developing countries to give basic eye exams and sell affordable glasses to their communities. Its philanthropic program was inspired by the company's realization that about one billion people worldwide, or 15% of the world population, lack access to glasses, reducing the effectiveness of learning or work. By 2017, the company donated more than two million pairs of glasses to those in need in the world. This cause branding campaign has increased brand awareness, trust, and distinction by touching consumers' heart.

Love Your Melon

Love Your Melon is an online apparel brand that sells beanies and hats to support the fight against pediatric cancer. The brand was founded by two college students in 2012, fueled by a mission to improve the lives of children battling cancer. Starting with the simple idea of putting fashionable beanies as head covers for children who lost their hair while battling cancer in America, Love Your Melon launched the "Buy Beanies. Fight Cancer" campaign. This online retailer donates 50% of the profits to non-profit partners working in the field of pediatric cancer research. Love Your Melon uses social media such as Facebook and Instagram to spread its messages. This cause-related merchandise often sells as soon as it hits the website. By appealing to consumers' emotions, Love Your Melon fosters a relationship with its consumers, leading to brand loyalty and commitment.

Levi Strauss & Co

Levi Strauss & Company, a jean manufacturer, established a charitable foundation over 65 years ago. Supporting the company's core values of originality, integrity, empathy, and courage, the foundation promotes social changes related to HIV/AIDS, workers' rights, worker well-being, and communities where they do business. One of the foundation's initiatives invests in its employees in developing markets to help them live a better life. The foundation also created a one million dollar fund in 2017 and 2018 to help communities around the world that were affected by the political environment. These various cause-related activities provides an opportunity for Levi's employees, customers, and the public to form an emotional bond with its brand.