Emotional view at the brand

Marke su jedan od značajnijih darova koji je trgovina ikada poklonila današnjoj popularnoj kulturi. Stvaranje marki je odmaklo daleko od svojeg početnog komercijalnog podrijetla, pa je danas, posebice u društvenom i kulturološkom smislu, utjecaj marke gotovo nemjerljiv. U svijetu oštre konkurencije u kojemu je razuman izbor postao gotovo nemoguć, marke predstavljaju status, jasnoću, dosljednost, novu sigurnost, članstvo. Marke predstavljaju identitet. U ovom radu je objašnjena važnost marke i njezina uloga za potrošača, kakav ona odnos ima s proizvodom, ali i kako su nekad važne potrebe i želje zamijenile emocije i čežnje. Predmetom istraživanja je i emocionalni brending, senzorni brending te uloga psihologije u marketingu. Ukazano je i na važnost uvođenja marke u bilancu poduzeća.Brands are one of the most important gifts that the trade has ever donated to today's popular culture. The creation of a brand has moved away from its initial commercial origin, and today, especially in the social and cultural sense, the influence of the brand is almost immeasurable. In a world of fierce competition where a sensible choice has become almost impossible, brands represent status, clarity, consistency, new security, membership. The marks represent the identity. This paper explains the importance of the brand and its role for the consumer, what is the relationship with the product, but also how important the needs and desires have been to replace emotions and longings. The subject of research is also emotional engineering, sensory engineering and the role of psychology in marketing. The importance of introducing a trademark in the company balance sheet was also highlighted