Emotional Branding - Un Viaggio Nel Mondo delle Emozioni

In a highly competitive market such as fashion and Food & Beverage, there is a difficulty for brands to differentiate themselves from each other. In this sense, a plausible solution can be found in emotional branding, designed to establish a brand-consumer relationship by leveraging the emotional sphere. The mission of marketers translates into developing intimate, personal, deep, and lasting brand attachments for consumers. Although the literature intervenes showing us different theories regarding the importance of emotions to create strong connections between the brand and the consumer, it remains too focused on the benefits of emotional branding as an answer to the problem of brand loyalty. Grey areas are left on the fact that the consumer and society are the first inputs, the first to change their approach to the brand driven by the growing tendency to bond emotionally with the brand. To form this bond, it becomes a necessary condition for brands to interface proactively with the consumer: observe society trying to understand in advance the emotional drivers by which consumers are moved. The research starts from the roots: it aims to understand first what are the current emotional drivers on which the Brands leverage at the communication level with society and how they have changed from 2000 to today, through a content analysis. A journey into the world of emotions. Dig deep and observe in the second instance if the shift from the benefit-driven branding approach to emotional branding has occurred.