Emotional brands

U ovom radu pisano je o emocionalnim brandovima, o pojmu ''emocionalni brand''. Govori kako, kroz koje aspekte i na koje načine brandovi utječu na ljude, potrošače; stvarajući veze zbog kojih proizvođači ostaju lojalni jednom brandu. Kako pojedini brandovi postižu da njihov proizvod/ usluga ostavi traga na potrošaču, da se ''zaljubi'' u njihov brand. Brandovi kroz svoje dobro razrađeno djelovanje utječu na emocije i ponašanje kupaca. Od samog izgleda proizvoda, boje, oblika, te kroz oblikovanje jezika, simbola, zvuka, sve su to način kroz koje svoj brand žele učiniti primaljivijim kupcima. Svaki brand ima svoju povijest koju također uključuje kako bi se približio svojim potrošačima. Također govori kako i na koji način privući kupce, te isto tako kako ih zadržati kroz stvaranje emocionalne veze s proizvodom/ uslugom. Brandovi osim svojom kvalitetom kroz kvantitetu nadilaze racionalno razmišljanje kupaca i ostvaruju veze s njima. Brandovi se kroz emocionalni aspekt sve više približavaju kupcima, takav pristup je danas jako važan na tržištu i smatra se velikim ključem uspjeha. Smatra se uspjehom jer brandovi ne samo svoijm kredibilitetom stvaraju osobne veze s potrošačem, kada se stvori emocionalna veza između proizvoda/ usluge i potrošača osiguravaju si lojalnog kupca; kupca koji će zbog svoje emocionalne privrženosti uvijek odabrati njihov brand bez obzira na promjene proizvoda, promjene kao što je na primjer povećanje cijene. Ujedno stvaraju i kupce koji će zadovoljni prizvodom/uslugom usmenom predajom stvoriti reklamu za njihov brand te isto tako privući još kupaca koji su potencijalni novi potrošači istoga. Tako emocionalni branding ima svoj rječnik kojim dopušta brandu da se izdigne od konkurencije i stvori sebi obožavatelje.In this paper it was written about emotional brands, about the concept ''emotional brand''. Talks how, through which aspects and in what ways brands affect people, consumers; creating links because of which consumers stays loyal to the just one brand. How some brands achieve that their product/ service leave a trace on consumer, so he ''fall in love'' with the brand. Brands through their well crafted action affect on emotions and behavior customers. From the product layout, color, shape, and through the shaping the language, symbols, sound, that all are the ways through which they want to make their product inviting to the consumers. Each brand have his history that is involved to get closer to the costumer. It also tells how and on which way to attract customers, and how to keep them through making a emotional connection with product/ service. Brands except with their quality through quantity beyond rational thinking of consumer and make connections with them. Brand through an emotional aspect are getting closer and closer to the consumers, such an approach today is very important on a market and it is considered as a great key to success. It is considered as a success because brand not just with their credibility are making a personal connections with consumers, when there is a emotional connections between product/ service and consumer they provide a loyal customer; customer which will always pick their brands because of their devotion to a brand, despite of changes on the products, changes like for example as increasing the price. At the same time they are making a consumers who are satisfied with the product/ service and who will create an advertisement by mouth to mouth for their brand and also attract much more consumers that will be potentional new costumers of the same. That is how emotional branding have his own dictionary which allows the brand to rise above the competition and create his own fans