For the ultimate bonding
S. Ramesh Kumar
Symbolic branding helps a brand to build a long-lasting relationship with the customer. But such branding can take place only on a strong foundation of functional utility. For sensory products, however, it can be based on the sensory experience and emotional appeal.
The Mercedes is a prime example of brand connecting to the consumer through a symbol, that of status.
RAYMOND, Scorpio (from Mahindra & Mahindra), Omega and Mont Blanc are brands that have symbolic and emotional overtones besides the regular functional features associated with the respective offerings.
While emotional benefits have been recognised by marketers as a prerequisite for sustaining brand success, they would have to follow a structured approach to create and nurture emotional branding.
Symbolic branding is useful in a number of ways to the marketer. It is able to build a relationship with the consumer and if this is sustained, the loyalty, which is so formed, has a lasting psychological impact. Harley Davidson in bikes, Mercedes in cars and Ray Ban in goggles are examples of symbolism attached to brands in various ways — status, fun and adventure or simply gratification of inner needs. In fact, an emotional brand could also become a cult brand over time with appropriate marketing mix elements.
Basics
It may not be possible for most brands to become symbolic/emotional brands without establishing themselves on the functional platform. In most product categories (even in service categories such as banks, hotels and travel services), consumers seek benefits that can add value to their time, convenience or performance. In apparels, easy maintenance adds to convenience; goggles' protection of the eyes adds value to the well-being of the consumer and his performance in various activities.
There are some exceptions. Soft drinks, ice creams, perfumes, cigarettes and chocolates are categories which convey sensual gratification and hence they are sensory products. The difference between functional and sensory product categories is that consumers can have a tangible and realisable perception of functional benefits but with regard to sensory experience, it would be difficult to have a firm assessment of the sensory experience. Given the nature of such experiences, an individual may perceive them to be `better' or average depending on a variety of sensory inputs which change from time to time - interest levels, priority given to such an experience, mood during consumption, and so on.
The basics of symbolic branding involve identifying the specific category of service or product to find out how amenable the category is to emotional branding. The magnitude and intensity (or even the time frame involved) could be different for different categories. Coke advertises with the words `Sparkle on your tongue' (in the US context), emphasising the sensory experience. Cadbury's World, a well-known visitor's centre in the UK, emphasises sensory experience and even the Cadbury's moulded version advertised in India does that. In all these examples, the focus is more on experience than emotion.
In contrast, Cadbury's Temptations uses emotional appeal in its TV commercial. Symbolism in this context is broad-based and could be the feeling of belonging to a group, self-concept, relationships and self-esteem. There are a number of brands of perfumes and deodorants that are relationship-oriented appeals.
Pepsi, another product in the sensory category, uses the feeling of belongingness through reference group appeals. Coke, in India, also uses group appeals, which generally involve `groups and activities' appealing to the target segment. A brand in the sensory category can either highlight sensory consumption (consumption situation) or resort to emotional appeal. A powerful brand such as Coke or Pepsi could even alternate between the two kinds of positioning, taking care to ensure such strategies complement one another.
Lifebuoy uses the functional benefit of doing away with germs to create a bond.
Functional product
The next approach is towards those categories that are not sensory in nature, namely utility-oriented categories. One category is the typical FMCG category and the other category is that of durables. There seems to be a proliferation of emotional branding in FMCG categories. Chakra Tea, Close Up toothpaste, Dettol antiseptic lotion, Johnson & Johnson's baby powder and Saffola in the edible oil category are just some examples. Most of them have also conveyed a functional proposition in the seemingly emotional proposition protection — Dettol, whiteness of the teeth in Close Up and taste (sensory benefit) in Chakra Tea.
While it is interesting to observe this combination, there are also a number of FMCG brands which have used strong functional benefits and have achieved significant success as well. These examples could include the garden freshness of Kanan Devan, the germ-killing action of the relaunched Lifebuoy soap, the natural ingredients of Hamam, the moisturiser of Dove and the 12-hour protection of Colgate Total.
Culture-based emotion is another category which some brands have used effectively. Here, an emotional belief is attached to a cultural belief. Reliance Mobile shows an advertisement in which the father gifts a mobile to his daughter who is married — an emotion clearly tied to the cultural belief of marrying off the daughter. Even today, Vicco Turmeric Vanishing Cream uses the occasion of marriage in its advertisements. Godrej's Storwel cupboard was one of the earliest brands to position itself as a `gift for the bride', with the advertisement having all the trappings of a typical wedding. Mecca Cola, a fast selling cola in Paris and the UK, draws upon the emotion strongly associated with the cultural feeling that the cola has a religious anchoring.
In the category of durable products too, emotional branding seems to play an important role in influencing the psyche of the consumer. Santro, one of the fastest selling passenger cars, has a strong celebrity-based emotional overtone. Tata Safari has repositioned itself as the `in thing' for the segment, which requires a lifestyle statement. It may be observed that in both these examples, the functional utility of the brand was well projected before the emotional approach was tried out in communication.
Titan is another example where the emotion surrounding the gift proposition was effectively captured by the watch brand. Currently, the brand is attempting to position itself as a lifestyle accessory. Caliber, the successful bike brand from Bajaj, was completely based on symbolic branding built around personality characteristics. Scooty, the scooterette, also used a symbolic association to position itself.
Can brands use both benefits and symbolic associations?
Whirlpool with its `quick-ice' proposition has combined both symbolic and functional propositions (the present TV commercial shows family members delighting the lady of the house). LG, in the positioning with regard to its televisions, washing machines and refrigerators has creatively combined the emotional proposition. In refrigerators, the emotion is safety and trust (preservation of nutrients); in washing machine, it is fabric care (trust); and in television, it is Golden Eye (care). Such a positioning backed by a good product and service is certain to get positive word of mouth.
There may be categories which fit into such functional-emotional combination. Marketers would have to consider the category along with the target segment to visualise such combinations. The Vicks advertisement of yesteryear is a classic — the son drenched in the rain offering a bouquet to the mother on her birthday and the mother using Vicks for the occasion. Baby products involving infants and mother (J&J uses this) are another example.
Clinic Plus initially positioned itself on the mother-daughter bonding. Pepsodent uses the down to earth `mother-son' problems to highlight how the brand takes into consideration the realities of life, which the mother has to accept as a part of her child's life.
The ultimate in symbolism
Cult brands have entered the lexicon of marketers and the Harley Davidson motorbike is a frequently cited example of a cult brand. A cult brand is one that offers an experience to consumers who are passionate about the brand and promotes the relationship within the members of the `cult'.
Drawing from the example of Harley Davidson, a cult brand cuts across demographics and psychographics and brings together various kinds of people to `experience' the brand. The bike brand has members from various segments like engineers, executives, doctors, students and blue-collar workers. A cult brand cannot be created overnight; it has to evolve over time by word of mouth on the `experience' created by the brand. Riding a Harley Davidson with the accessories associated with adventure is an experience enjoyed, communicated and nurtured by thousands of brand loyalists through various offline and online clubs.
Symbolic branding makes a brand an inherent part of the consumer's psyche and provides the ultimate bonding any brand can hope to achieve. (The author is Professor of Marketing, Indian Institute of Management, Bangalore. Feedback can be sent to [email protected].)
S. Ramesh Kumar
Symbolic branding helps a brand to build a long-lasting relationship with the customer. But such branding can take place only on a strong foundation of functional utility. For sensory products, however, it can be based on the sensory experience and emotional appeal.
The Mercedes is a prime example of brand connecting to the consumer through a symbol, that of status.
RAYMOND, Scorpio (from Mahindra & Mahindra), Omega and Mont Blanc are brands that have symbolic and emotional overtones besides the regular functional features associated with the respective offerings.
While emotional benefits have been recognised by marketers as a prerequisite for sustaining brand success, they would have to follow a structured approach to create and nurture emotional branding.
Symbolic branding is useful in a number of ways to the marketer. It is able to build a relationship with the consumer and if this is sustained, the loyalty, which is so formed, has a lasting psychological impact. Harley Davidson in bikes, Mercedes in cars and Ray Ban in goggles are examples of symbolism attached to brands in various ways — status, fun and adventure or simply gratification of inner needs. In fact, an emotional brand could also become a cult brand over time with appropriate marketing mix elements.
Basics
It may not be possible for most brands to become symbolic/emotional brands without establishing themselves on the functional platform. In most product categories (even in service categories such as banks, hotels and travel services), consumers seek benefits that can add value to their time, convenience or performance. In apparels, easy maintenance adds to convenience; goggles' protection of the eyes adds value to the well-being of the consumer and his performance in various activities.
There are some exceptions. Soft drinks, ice creams, perfumes, cigarettes and chocolates are categories which convey sensual gratification and hence they are sensory products. The difference between functional and sensory product categories is that consumers can have a tangible and realisable perception of functional benefits but with regard to sensory experience, it would be difficult to have a firm assessment of the sensory experience. Given the nature of such experiences, an individual may perceive them to be `better' or average depending on a variety of sensory inputs which change from time to time - interest levels, priority given to such an experience, mood during consumption, and so on.
The basics of symbolic branding involve identifying the specific category of service or product to find out how amenable the category is to emotional branding. The magnitude and intensity (or even the time frame involved) could be different for different categories. Coke advertises with the words `Sparkle on your tongue' (in the US context), emphasising the sensory experience. Cadbury's World, a well-known visitor's centre in the UK, emphasises sensory experience and even the Cadbury's moulded version advertised in India does that. In all these examples, the focus is more on experience than emotion.
In contrast, Cadbury's Temptations uses emotional appeal in its TV commercial. Symbolism in this context is broad-based and could be the feeling of belonging to a group, self-concept, relationships and self-esteem. There are a number of brands of perfumes and deodorants that are relationship-oriented appeals.
Pepsi, another product in the sensory category, uses the feeling of belongingness through reference group appeals. Coke, in India, also uses group appeals, which generally involve `groups and activities' appealing to the target segment. A brand in the sensory category can either highlight sensory consumption (consumption situation) or resort to emotional appeal. A powerful brand such as Coke or Pepsi could even alternate between the two kinds of positioning, taking care to ensure such strategies complement one another.
Lifebuoy uses the functional benefit of doing away with germs to create a bond.
Functional product
The next approach is towards those categories that are not sensory in nature, namely utility-oriented categories. One category is the typical FMCG category and the other category is that of durables. There seems to be a proliferation of emotional branding in FMCG categories. Chakra Tea, Close Up toothpaste, Dettol antiseptic lotion, Johnson & Johnson's baby powder and Saffola in the edible oil category are just some examples. Most of them have also conveyed a functional proposition in the seemingly emotional proposition protection — Dettol, whiteness of the teeth in Close Up and taste (sensory benefit) in Chakra Tea.
While it is interesting to observe this combination, there are also a number of FMCG brands which have used strong functional benefits and have achieved significant success as well. These examples could include the garden freshness of Kanan Devan, the germ-killing action of the relaunched Lifebuoy soap, the natural ingredients of Hamam, the moisturiser of Dove and the 12-hour protection of Colgate Total.
Culture-based emotion is another category which some brands have used effectively. Here, an emotional belief is attached to a cultural belief. Reliance Mobile shows an advertisement in which the father gifts a mobile to his daughter who is married — an emotion clearly tied to the cultural belief of marrying off the daughter. Even today, Vicco Turmeric Vanishing Cream uses the occasion of marriage in its advertisements. Godrej's Storwel cupboard was one of the earliest brands to position itself as a `gift for the bride', with the advertisement having all the trappings of a typical wedding. Mecca Cola, a fast selling cola in Paris and the UK, draws upon the emotion strongly associated with the cultural feeling that the cola has a religious anchoring.
In the category of durable products too, emotional branding seems to play an important role in influencing the psyche of the consumer. Santro, one of the fastest selling passenger cars, has a strong celebrity-based emotional overtone. Tata Safari has repositioned itself as the `in thing' for the segment, which requires a lifestyle statement. It may be observed that in both these examples, the functional utility of the brand was well projected before the emotional approach was tried out in communication.
Titan is another example where the emotion surrounding the gift proposition was effectively captured by the watch brand. Currently, the brand is attempting to position itself as a lifestyle accessory. Caliber, the successful bike brand from Bajaj, was completely based on symbolic branding built around personality characteristics. Scooty, the scooterette, also used a symbolic association to position itself.
Can brands use both benefits and symbolic associations?
Whirlpool with its `quick-ice' proposition has combined both symbolic and functional propositions (the present TV commercial shows family members delighting the lady of the house). LG, in the positioning with regard to its televisions, washing machines and refrigerators has creatively combined the emotional proposition. In refrigerators, the emotion is safety and trust (preservation of nutrients); in washing machine, it is fabric care (trust); and in television, it is Golden Eye (care). Such a positioning backed by a good product and service is certain to get positive word of mouth.
There may be categories which fit into such functional-emotional combination. Marketers would have to consider the category along with the target segment to visualise such combinations. The Vicks advertisement of yesteryear is a classic — the son drenched in the rain offering a bouquet to the mother on her birthday and the mother using Vicks for the occasion. Baby products involving infants and mother (J&J uses this) are another example.
Clinic Plus initially positioned itself on the mother-daughter bonding. Pepsodent uses the down to earth `mother-son' problems to highlight how the brand takes into consideration the realities of life, which the mother has to accept as a part of her child's life.
The ultimate in symbolism
Cult brands have entered the lexicon of marketers and the Harley Davidson motorbike is a frequently cited example of a cult brand. A cult brand is one that offers an experience to consumers who are passionate about the brand and promotes the relationship within the members of the `cult'.
Drawing from the example of Harley Davidson, a cult brand cuts across demographics and psychographics and brings together various kinds of people to `experience' the brand. The bike brand has members from various segments like engineers, executives, doctors, students and blue-collar workers. A cult brand cannot be created overnight; it has to evolve over time by word of mouth on the `experience' created by the brand. Riding a Harley Davidson with the accessories associated with adventure is an experience enjoyed, communicated and nurtured by thousands of brand loyalists through various offline and online clubs.
Symbolic branding makes a brand an inherent part of the consumer's psyche and provides the ultimate bonding any brand can hope to achieve. (The author is Professor of Marketing, Indian Institute of Management, Bangalore. Feedback can be sent to [email protected].)