Strategizing Customers’ Emotional Response to Brands

As market competition and information glut keep increasing, effective brands are becoming a valuable intellectual capital. A company brand that conveys a certain meaning can bring the product it advertises to strategic leadership. A strong and competitive brand possesses emotional intelligence that provides it with individuality and exerts psychological impact on consumer behavior. Neuropsychology and neuromarketing are the most relevant strategic tools capable of increasing business sales. However, the emotional impact of commercial brands on customers’ minds and actions remains understudied. The authors used the theory and methodology of strategizing developed by Professor V.L. Kvint to identify efficient emotion-affecting tools as part of a brand development strategy. Other methods included analysis, synthesis, generalization, comparison, and benchmarking. The article describes the key trends in the field of emotional response as a corporate strategic priority and gives some practical recommendations on brand strategizing via emotional impact solutions.