Brand emotions represent the perceived relationship on an emotional level that consumers have towards brands. These perceptions can be positive or negative and are build off personal experiences, beliefs, and social relationships.
In this post, we will discuss what type of emotions can be associated with brands, how marketers can leverage it, and the most loved brands.
Type of brand emotions
Firstly, we have the basic emotions like joy, happiness, anger, sadness, sorrow, and fear, to mention a few. These are emotions that we are born with and are reinforced in our childhood by our parents.
Secondly, we can talk about self-conscious emotions like pride, guilt, embarrassment, and jealousy. These emotions are born from relationships between people.
Thirdly, compound emotions we have the most complex emotions like love, empathy, and depression (sports team can cause that a lot, yes Dolphins, I am looking at you), to name a few. We can define them as results of combinations of basic emotions or multiple layers of emotions.
Leveraging brand emotions
Understanding brand emotions and anticipating them is key for marketers to be successful. For example, knowing what emotions customers perceive in our messages, brand elements, and products or service will help get them to purchase and become loyal.
On the other hand, marketers must overcome negative self-conscious emotions and even anticipate them in brand messaging. Understanding what people feel about our brand can be used to build new strategies. For example, using a celebrity that is loved by the community to improve how they feel about us.
Finally, positive compound emotions will take a lot of time. For instance, love will lead to brand loyalty. However, negative brand emotions can indeed affect results. For example, a brand that has a PR crisis over the negative values of its CEO can be demolishing. Papa Johns is a clear example, as racist comments by its owners caused a 6% drop on its stock, almost 100 million dollars!
What are the brands that receive the most love
To finish, I wanted to look at the five most loved brands in the US, according to the Brand love Index score by Morning Consult. The top 5 are USPS, Google, UPS, Amazon, and Netflix. Four factors make up this score:
- The favorability score: The percentage of consumers with a favorable opinion.
- Trust score: Number of consumers that trust the brand will do the right thing.
- Community impact score: Number of consumers believing the brand has a positive impact.
- Net promoter score: Number of promoters minus consumers who wouldn’t promote the brand.
What do you think about these results? Personally, I wouldn’t say I like USPS but love the other four. Above all, I hope you enjoyed this post. If you wish to learn more about the impact of culture on branding, you can visit my last week’s post on Improving consumer attention for your brand. To conclude, what are some of the brands you love? Leave your favorites on the comment section below.