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

Almas Shafiq Ahmed
Orchard Advertising India

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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. This scenario is changing at a fast pace. The consumers of today are not satisfied with a show or empty promises. They place a serious obligation on brands to either have a social and emotional relevance. Or have a far reaching and wide (given their massive resources) positive social impact through their actions.