THE EFFECTIVENESS OF EMOTIONAL BRANDING FOR BUILDING A POSITIVE BRAND PERCEPTION FOR THE SOFT DRINK BRANDS: AN EMPIRICAL STUDY WITH A FOCUS ON USERS IN PUNE CITY
Sanjay Kulkarni and Kirti Dang Longani
Present-day consumers judge brands based on their feelings and identities, two of their most distinctive qualities. Social Media and Digital Marketing have taken a significant leap in connecting with consumers and developing a personalized & emotional association with the Brand. According to this, modern businesses attempt to strengthen the emotional bond between consumers and brands, known as emotional Branding. This study aimed to ascertain the efficacy of emotional Branding for creating a favourable brand perception focusing on Pune City's soft drink beverage market. The study is quantitative in its design and examines the link between emotional Branding and positive brand perception. We collected data from 200 respondents using a Likert-based questionnaire. The study's findings concluded that emotional Branding positively correlates with brand perception and Brand building. The results of this study also offer critical understanding and insightful suggestions to local brands to improve their Brand equity.
Emotional Branding, Brand Perception, Customers Behaviour, Soft Drinks, Beverage Industry