SSRN Home Search and Download Papers Browse Abstract and Paper Submission Subscribe to Networks View Briefcase Top Papers Top Authors Top Institutions

 

Abstract

 


 


Download | Share | Email | Add to Briefcase | Buy Hard Copy

The Making or Faking of Emotionally Significant Brands

Dan Herman
Herman - Strategic Consultants


June 2003


Abstract:     
The popularity of 'Emotional Branding' and of ESP (Emotional Selling Proposition) was often based on the erroneous assumption that emotions can be simply 'glued' to brands by means of advertising. This assumption originated in the Classical Conditioning theory (you will recall Ivan Pavlov and his experiments with the salivating dogs). Today, this theory is largely obsolete, and thus abandoned as a means for modeling the human attribution of emotional significance. The unfortunate result of branding efforts based on these assumptions was the ineffectiveness of many branding campaigns.

In other words, this kind of Emotional Branding is faking rather than making emotionally significant brands. It creates look-alikes. The symbolizations, the advertising, the packaging may evoke emotions and impress the untrained eye, but the brand will lack genuine feel appeal to its target consumers.

In the e-booklet downloadable from this site, I set out to present a comprehensive account of why and how brands become (and can be designed to be) desirable even irresistible and achieve emotional significance. This summary outlines the approach in brief but please be aware that most of the theoretical buildup is beyond its scope and that it excludes the many practical guidelines and tips you can find in the e-booklet.

Working Paper Series

Date posted: October 29, 2003 ; Last revised: November 19, 2003

Suggested Citation

Herman, Dan, The Making or Faking of Emotionally Significant Brands (June 2003). Available at SSRN: http://ssrn.com/abstract=430900 or doi:10.2139/ssrn.430900


Export to: Export Citation What's this?

Contact Information

Dan Herman (Contact Author)
Herman - Strategic Consultants ( email )
3c, Kashani Eliezer St.
Tel-Aviv 69499 Israel
++972 3 6436186 (Phone)
HOME PAGE: http://www.danherman.com
Feedback to SSRN (Beta)


Paper statistics
Abstract Views: 1,599
Downloads: 348
Download Rank: 22,882

© 2009 Social Science Electronic Publishing, Inc. All Rights Reserved. Terms of Use  Privacy Policy
This page was served by apollo6 in 0.109 seconds.