Emotional Branding Overview
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To further distinguish themselves from their competition, marketers are turning more and more to emotional branding, which develops long-lasting brand loyalty through an emotional connection. When consumers emotionally connect to a brand, they are more likely to repurchase that brand with little consideration for competitive products. This article examines how emotional branding is used in the fashion industry.
Strategies for emotional branding
Based on these marketplace trends, emotional branding can be implemented by employing four major strategies: sensory branding, storytelling, cause branding, and empowerment. Each of these strategies reflects multiple marketplace trends depicted in Fig. 1.