Building the service brand by creating and managing an emotional brand experience

Abstract

Most marketers point to product brands in discussing the use of customer emotions in building strong brands. It is, however, proposed here that emotions play an even more powerful role in the customer ’ s selection, satisfaction and loyalty toward service brands. This paper discusses why marketers of service brands need to understand the emotional dynamics involved when a customer selects and decides to continue to use a service brand. It also provides practical guidance for how marketers can build strong service brands by creating and managing emotional brand experiences. Such brand experiences lead to brand loyalty, active referral of the brand and increased profi tability for the brand. Journal of Brand Management (2007) 14, 410 – 421. doi:10.1057/palgrave.bm.2550080; published online 16 February 2007