Brand Building Blocks cont..

Brand Feelings

Brand feelings are customers’ emotional responses and reaction with respect to brand. Brand feelings also relate to the social currency evoked by the brand. The following are six important types of brand-building feelings

1. Warmth: The brand makes consumers feel a sense of calm.

2. Fun: The brand makes consumers feel amused, playful, and cheerful and so on.

3. Excitement: The brand makes consumers feel energetic and feel that they are experiencing with something special.

4. Security: The brand produces a feeling of safety.

5. Self-respect: The brand makes consumers feel better about themselves.

6. Social approval: The brand results in consumers having positive feeling

about the reactions of others