营销策划--Getting+Emotional+About+Brands.pdfVIP

Licensed by Adobe Systems Incorporated by permission of The Gallup Organization Getting Emotional About Brands September 9, 2004 Marketers realize that emotions are important. But they’re not quite sure why—or what to do about it. by William J. McEwen Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article “ Inside the Mind of the Chinese Consumer” Source: Gallup Management Journal () It should come as no surprise that humans are emotional creatures. Even a casual glimpse into the nation’s driveways, liquor cabinets, and cosmetics shelves reveals that consumers make buying decisions based in part on their feelings and emotions about particular brands. And marketers have long recognized the fact that emotions play a key role when consumers are talking about—or purchasing—products in categories as disparate as those represented by brands like Mercedes, Kodak, and Louis Vuitton. Although none of this seems all that newsworthy, marketers appear to be rediscovering the power of human emotions, as evidenced by a raft of books and articles now in bookstores and on