Which characteristics of brand appeal to our emotions and wh

Which characteristics of brand appeal to our emotions and which appeal to our logic?

Solution

There are primarily four characteristics of brand. These are Targetability, Awareness, Consistency and Loyalty.

Emotional appeal is creating by invoking emotions of fear, sympathy, empathy, happiness, and other emotions. Targetability and Awareness are the brand characteristics that appeal to our emotions. Targetability means how targetable the brand is, which means the segment to which the brand appeals. Usually brands use demographics such as gender, income, age, education, geography, buying patterns and lifestyles as key targetting elements. Marketers use emotional appeal to effectively target their chosen segments.

Awareness means the percentage of people having awareness about the brand. Marketers use multiple media such as TV, radio, print, and internet and catchy ads to create appeal for their brand. People recognise the brand by logos and symbols. Emotional appeal works most effectively to create top-of-mind awareness.

Appeal to our logic or rational appeal is based on facts and reasoning. The characteristics that appeal to our logic are Consistency and Loyalty. Consistency means consistent quality and performance throughout the useful life of the product. People buy products or services that are consistent in quality and brands that live up to their promises. Brand loyalty is another brand characteristic that appeals to our logic. People chose certain brands based on the perceived benefits and certain differentiating features that are important to customers. Marketers who stay in contact with their customers and make logical attempts to retain and create loyalty are successful in building brand loyalty. Maintaining product availability is also essential to maintain brand loyalty.