The article highlights the emotional quotient that drives a person to purchase, repurchase and become a regular and therefore a loyal customer towards a particular brand. It emphasizes on the emotional factor which can be used efficiently, effectively and optimally to stimulate the customers to not only purchase a product but also become brand loyal. The article puts forth relevant examples of marketers and brands that are already using this strategy. It is working wonders for them. Lastly, this article sheds light on areas that marketers are still opinionated to tread on. It focuses on the importance of using emotional branding as a tool to create and maintain loyal customers, thus ensuring a company’s success.

Question: Wonder Why?

Ever wondered why a lady walks into a grocery store and asks for Tata Salt; ever wondered why kids get excited when they see a McDonald’s around; ever wondered why a man stops by at a ‘Pan-Shop’ and asks for a pack of Classic Milds, or even why James Bond walks into a bar and asks only for Vodka Martini ‘Shaken not Stirred’? Can’t the lady make do with ‘Shudhta Salt’ made locally, why do kids frown when their dad takes them to a cheap fast food joint situated behind McDonald’s, why can’t the man buy some other cigarette or maybe consider not smoking for a while, or why can’t James Bond have some beer instead?

Answer: Brand Loyalty via Emotions!

Makes you think doesn’t it? History and years of research only provide us with two words to explain this scenario—‘Brand Loyalty’. Brand loyalty stems from stimulating the emotions of a customer. It is no surprise that humans are emotional creatures, even a casual glimpse into the kitchen cabinets, the cosmetic shelves, the garage and the liquor cellars would reveal that consumers make buying decisions based on their feelings towards a particular brand. And although marketers have long understood this relationship between brands and humans, they have still found it difficult to tap this phenomenon and use it to mutual advantage.

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