key points form the essay:
> A brand is seen as a promise of satisfaction
> Listening to the consumers needs in order to connect with them and bring them a pleasurable, life enhancing solution.
> Engagement - consumers have in a deep long term emotional connection with a brand
> social trust based relationship
> creating and managing an emotional branding experience can lead to an increase in sales and consumer loyalty
NIKE
>customer loyalty
>heroism
>hero vs villain
. lazy you vs healthy you
> 'just do it'
> Simple to the point slogan
>emotional bond
> B&W image - show exercise in true light
> Bold text - emphasises slogan
LUCOZADE
>heroism
AJ - life story - key events
>brutally honest
>difficult past- inspiring others
> hero and villain
> clip of him and his mother shows realistic life
> grey images
>psycho analysis of feelings
>the more a person trusts another the more control they feel
>tell a story and make it look good
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