Branding and human emotions

Branding and human emotions

Branding is essential to positioning the brand in the minds and emotions of the public. It is important to know and understand, but also analyze its influence on culture.

The branding focuses on the exaltation of the brand through a deep emotional connection with consumers. Through anthropological and sociological study, branding is the yearnings and aspirations that motivate consumers to create an emotional bond with the brand, identifying similar feelings in her affection and love that awakens a loved one. It is a strategy based on the communication of values ​​and attributes of a company or product through the brand. In this regard, Joël Desgrippes publicist says

"Talk about branding, not just talk about ubiquity, visibility and functionality, is talking about an emotional connection with people in their daily lives."


The purpose of branding is to position a brand in the minds and feelings of the public creating positive associations in order to install the idea that their use will provide feelings of emotional satisfaction. That is, their goal is: to make the brand coveted object of desire of the consumer.

But using the technique of branding and advertising strategy, while benefiting mostly the main users, commercial enterprises, "also influences the culture, we must analyze it from a critical perspective. Naomi Klein in her book No Logo, addresses contemporary advertising and explains the effects it has on personal emotions, economics and social culture. In Klein, we can find some of the social impacts arising from the advertising impact of branding:

"The multinational brands can tell a lot about diversity [...] but despite taking the poly-ethnic imagery, commercial globalization does not want diversity, but quite the opposite. Its enemies are national habits, local brands and characteristic taste of each region. "

The problem this represents is that the values ​​of the marks begin to replace regional and cultural values ​​while shaping the aspirations of individuals in a materialistic model of endless consumption. Advertising, by this new turn, promotes an apparent "humanization of brands," suggesting a sense of emancipation and democratic course before consumption, but behind this lies a sophisticated emotional manipulation that promises to achieve our highest aspirations, in exchange for our loyalty to the brand.

Advertising is constantly looking for emotional gaps can be filled through the promise of consumption, and it uses some of the psychic phenomena that occur in the human unconscious to persuade and convince the consumer, as it is in unconscious, where emotions are kept rich in meanings, which constantly appealing advertising.

Carol Pearson says this issue noting that there is a deep disrespect for human beings in modern life:

"The business world encourages us to think of ourselves as human capital. The advertisement appeals to our fears and insecurities to sell products that do not need. [...] Basically, we are seen as products or raw materials, ready to be sold to highest bidder or otherwise, improved to eventually be more valuable. "

It is essential for studying graphic communication structures such rhetoric, which can be a valuable methodology in the analysis and the production design.

While branding is a technique that can be used to benefit society, many brands have used in order to become cultural icons, ruler of the tastes and attitudes of citizens.

Universal mythology for centuries has helped us with the existential questions that could not respond in any other way. Branding builds a new mythology, which is not intended to help find the spiritual journey of humanity, but to satisfy commercial interests, dictate trends and generate superfluous material needs. At the time that incorporates branding myths in their branding strategies, gains the power to shape the attitudes of people.

Given this phenomenon, ideally a reasoned and intelligent consumer seeking to satisfy our material needs without compromising our emotions, to maintain our autonomy to the growing monocultural scheme that pervades our society.