Why accumulation of emotive capital is the way to build a profitable brand?

Almas Shafiq Ahmed

This paper argues that consumers place a serious obligation on brands to have social and emotional relevance, or have a positive social impact, because consumers use brands as a way of displaying their own identity.

Why accumulation of emotive capital is the way to build a profitable brand?

Almas Shafiq AhmedOrchard Advertising India

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page

For years brands have believed that their proclivity towards social goodness has a direct effect on their brand image, and hence consumer loyalty. It thereby has an indirect affect on their sales and profits. But at the same time they have also believed that good intentions are enough to create a positive brand image and earn the consumers' good will....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands