| Abstract |
| These days a number of organizations are developing their brand strategy to capture customer`s interests with their own brand, since we are living with enormous amount of other competitive brands.
As a matter fact, the strongest brand strategy is not making a competitor weaker, but making competition itself unnecessary. To make it happen, producer must build a bridge between customers and the products with the emotional approach.
It is important that producers are not only stimulates customer`s general material interests but also emotional interests at the same time. The producer should be able to approach to customer emotionally expressive ways. They should recognize the customer`s imagination and let them experience the personal emotions and its culture value through the product. For instance, by successfully introducing coffee not just as an ordinary drink but as a way to express and experience today`s culture, Starbucks Coffee Co. has been an important example for successful brand.
As we can observe in this outstanding case, a well rounded approach of a brand could gain good emotional reactions by customers who use its certain brand product. Therefore, emotional approach of a brand could make affirmative connections between producers and customers.
Brand communicate with customers as a sign of trust. It represents mutual trust between organization(producers) and customers. |
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| Key Words |
| 브랜드 커뮤니케이션, 감성접근, 브랜드 아이덴티티, Brand Communication, Emotional Approach, Brand Identity |
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