Affiliation:
1. Russian State Academy of Intellectual Property
2. Lomonosov Moscow State University
Abstract
As market competition and information glut keep increasing, effective brands are becoming a valuable intellectual capital. A company brand that conveys a certain meaning can bring the product it advertises to strategic leadership. A strong and competitive brand possesses emotional intelligence that provides it with individuality and exerts psychological impact on consumer behavior. Neuropsychology and neuromarketing are the most relevant strategic tools capable of increasing business sales. However, the emotional impact of commercial brands on customers’ minds and actions remains understudied. The authors used the theory and methodology of strategizing developed by Professor V.L. Kvint to identify efficient emotion-affecting tools as part of a brand development strategy. Other methods included analysis, synthesis, generalization, comparison, and benchmarking. The article describes the key trends in the field of emotional response as a corporate strategic priority and gives some practical recommendations on brand strategizing via emotional impact solutions.
Publisher
Kemerovo State University
Reference33 articles.
1. Астапов К. Л., Хворостяная А. С. Роль бренда в стратегии компаний при сделках слияний и поглощений // Финансы и кредит. 2021. Т. 27. № 6. С. 1241–1269. https://doi.org/10.24891/fc.27.6.1241, Astapov KL, Khvorostyanaya AS. The role of brand in corporate strategies for mergers and acquisitions. Finance and Credit. 2021;27(6):1241–1269. (In Russ.) https://doi.org/10.24891/fc.27.6.1241
2. Варданян А. А. Стратегический брендинг: теория и практика формирования бренда // Вестник экспертного совета. 2022. Т. 29. № 2. С. 106–113., Vardanyan AA. Strategic branding: Theory and practice of brand for. Vestnik ehkspertnogo soveta [Bulletin of Expert Council]. 2022;29(2):106–113. (In Russ.)
3. Долгова И. В. Эмоциональные мотиваторы как инструмент создания долгосрочной ценности бренда // Вестник экспертного совета. 2020. Т. 21–22. № 2–3. С. 49–54., Dolgova IV. Emotional motivators as a tool for creating a long-term value of the brand. Vestnik ehkspertnogo soveta [Bulletin of Expert Council]. 2020;21–22(2–3):49–54. (In Russ.)
4. Дружинина А. М., Фадеев А. А. Влияние tone of voice на имиджевое восприятие бренда // Аспирант. 2021. Т. 62. № 5. С. 96–98., Druzhinina AM, Fadeev AA. Influence of tone of voice on image perception of a brand. Aspirant [Postgraduate]. 2021;62(5):96–98. (In Russ.)
5. Квинт В. Л. Концепция стратегирования. T. I. СПб.: СЗИУ РАНХиГС, 2019. 132 с., Kvint VL. The concept of strategizing. Vol. I. St. Petersburg: NWIM RANEPA, 2019. 132 p. (In Russ.)