I borrowed several books about branding and brand psychology from UCCA library.
Here is important definitions.
What is branding?
-"Branding is now a sophisticated process that puts together and sustains a complex mixture of attributes and values, many of which are intangible. The objective of branding is to produce a unique atttractive offering that satisfies both the rational and emotional needs of customers in a better way than the competion" (Branding in Asia p21).
-"Branding is not only about ubiquity, visibility, and functions; it is about bonding emotionally with people in their dairy life. Only when a productor a service kindle an emotional dialogue with the consumer, can this peoduct or service quality to be a brand?" (emotional branding xiii)
The key notes about the psychology of branding:
-"Brand preference tends to stem from the emotional needs that people have" (Branding in Asia p25).
-"An important reason why most people prefer brand is that brands provide an avenue for self-expression" (Branding in Asia p30).
-"Branding relies on the understanding of psychology-how people think and how they consequently behave. Much of our understanding of how branding and brand communications work stems from the Swiss psychologist, Carl Jung. In his work, Jung referred to four distinct functions of the mind":
1."thought"
2."feeling"
3."sensation"
4."intuition"
(Branding in Asia p47).
What is brand personality?
eg: "sexy, free, youthful, masculine, individual, original" (Branding in Asia p54).
-"If persoality can be created for a brand, it will be easier to attract consumers to the brand. As brands grow, as do human relationships, it is the emotional dimention that tends to become dominant in loyalty.Personality grows brands by providing the emotional difference and experience" (Branding in Asia p52).
-"Some companies choose brand values that are not personality characteristics. Values may not produce a differentiate identity. Many companies have values such as commitment to excellence, quality, and service. Non-personality value
maybe worthwhile, however, they do not make a brand stand out from the crowd" (Branding in Asia p57).
-"Personality is a priceless intangible asset that cannot be copied or owned by other companies" (Branding in Asia p57).
-"Brand personality must be simple" (Branding in Asia p56).
An important note from a book, "emotional branding"
"The ten commandments of Emotional Branding:
1. From customers to people: Consumers buy, people live.
2. From product to experience: Products fulfill needs, experiences fulfill desires.
3. From honesty to trust: Honesty is expected. Trust is engaging and intimate.
4. From quality to preference: Quality for the right price is a given today: preference creates the sale.
5. From notoriety to aspiration: Being known does not mean that you are also loved!
6. From identity to personality: Identity is recognition. Personality is about character and charisma!
7. From function to feel: The functionality of a product is about practical or superficial qualities only.
8. From ubiquity to presence: Ubiquity is seen. Emotional presence is felt.
9. From communication to dialogue: Communication is telling. Dialogue is sharing.
10. From service to relationship: Service is selling. Relationship is acknowledgment."
An important note from a book, "Asian Brand Strategy"
"Asian brands will increasingly have to move beyond functional benefits to appeal to Asian consumers emotionally.
They can only do so by understanding the culture of these consumers. Developing brands that are successful in the Asian market also requires that companies understand the psychology of the Asian consumer."
Asian Consumer psychology:
"Marketers still do not know very well how marketing techniques and theories can be applied to non-Western countries."
References:
Gobe, Marc. (2001). Emotional Branding. Oxford: Allworth Press.
Roll, Martin. 1st ed. (2006) Asian Brand Strategy. New York: Palgrave macmillan.
Temporal, Paul. 1st ed. (2001). Branding in Asia. New York: John Wiley & Sons.
