Emotional Branding Pays Off: How Brands Meet Share of Requirements through Bonding, Companionship, and Love

Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand.

Emotional Branding Pays Off: How Brands Meet Share of Requirements through Bonding, Companionship, and Love

John Rossiter

University of Wollongong

Steve Bellman

Interactive Television Research Institute/Murdoch University

Management slant

  • "Emotional branding," which now rivals the traditional "USP" approach for many products and services, is shown overall to be equally effective for increasing the brand's purchase share of requirements (SOR%).
  • However, the specific emotions of trust, bonding, resonance, companionship, and love differ vastly in their SOR "payoff" across product categories—sometimes doubling SOR and at other times not helping at ...

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