Global Branding and Emotion

How Companies Use Emotion to Build Brands for Consumers Worldwide

Oct 16, 2009

Emotional messages can be used very effectively in bringing out a global image for a brand. It has been successfully used by many global brands including Coca-cola.

Does a can of Coke remind you of a beverage or a thirst quencher? To most of Coke consumers, the answer might be 'No'. They rather perceive it as a modern icon, with contemporary, emotional appeal and very high brand equity.

A global brand, as Robert L. Wehling, Procter & Gamble's former head of marketing, says," is one that has a clear and consistent equity - or identity - with consumers across geographies. It is generally positioned the same from one country to another"

Global branding has majorly been a combination between standardization and localization/ customization strategies. Marketers are increasingly blending global mission with local objectives. Thus managing a global brand across geographic borders would mean consistent positioning, but not necessarily the same brand name or marketing program in each market.

In contrast, standardization would strive for customers to perceive a similar brand image across different markets, using same advertisements and promotional strategies. This can be a direct result of convergence of lifestyle, attitudes and values worldwide as an effect of global mass media.

Emotional messages, directed at values and lifestyles with minor adaptations, can largely appeal to a large audience globally, particularly in case of young adults. In early 1990s, Philip Morris pursued a globally synchronized promotion strategy to develop a global brand identity for Marlboro. He standardized worldwide promotion and brand equity, while retaining some of the strengths of an adaptive local strategy in their copy design for specific advertisements.

Some brand selections are mediated by our emotional reaction to the brand. In cases of purchases where rational consideration is required for the brand selection, the brain's emotional responses prompt the rational mind to give attention to the available information, and make the purchase decision.

Emotions in advertisements may communicate hedonic product benefits and enhance attention to the advertisements. It affects consumers' reactions to the advertisements, attracts attention, affects brand attitude, influences brand memories and brand differentiation.

The task for emotional messages here is to develop and communicate the association between the brand and the consumer that makes for a richer, warmer and more exciting brand usage experience, surpassing a mere description of brand attributes. Emotion depicted in advertisements generates high level of brand relevance. It connects the brand with the feelings and the association helps the brand to function as a symbol.

Coca-cola started a new campaign with the tagline 'Coca-Cola. Enjoy' in 2000. The company tried to appeal to all their consumers worldwide by associating the brand with some or other special moments of their lives. "Believing that Coke is one of life's most common and affordable pleasures in many countries, the company conceived of the new slogan as an invitation to consumers throughout the world to enjoy Coca-Cola and life's simple pleasures"(www.coca-cola.com). Though the theme was global, the company used country-specific resources to make the campaign flexible and relevant to local culture and preferences. For the same reason, different languages were used to create the musical though the melody remained unique.

The copyright of the article Global Branding and Emotion in Corporate Marketing/Branding is owned by malini majumdar. Permission to republish Global Branding and Emotion in print or online must be granted by the author in writing.