Value is created
through the targeted
emotionalisation of the brand.

Sören Scholz, Geschäftsführer Produkte & Methoden

Emotional Branding Monitor

Understand the subconscious, use emotions, successfully manage brands

A customer can scarcely be convinced with the promise of a product or service - only the brand manages to give the product a special value and to differentiate it from others. This added value is created through the targeted emotionalisation of the brand. Buying decisions are therefore usually not cognitively processed with crucial conscious information, but rather with unconscious associations that are transported via the brand communication and are associated with the brand and the product. Therefore, successful brand management is entirely applied to human emotions to occupy a specific, positive emotional position. Emotional Branding accurately describes this ability: to deeply link a brand with emotional motives and desires of consumers in their subconscious. 

With the Emotional Branding Monitor (EBM), Interrogare has developed an innovative method that captures the unconscious emotional impact of brands, based on recognised results of medical, neurobiological research: Even more complex emotions can be explained from the interaction of seven independent basal emotion systems - dominance, search, play/joy, pleasure/lust, balance, care and scepticism/anxiety (Fig. 1). These seven emotional systems form the basis of our human thought and action. Brand knowledge is created unconsciously by emotional activation: Without cognitive intention, the brand is stored as a neural network of related associations, experiences and impressions in memory, having lasting influence on brand perception. The Emotional Branding Monitor determines the emotional activation of your brand, delivers access to the motivational needs of your target audience via the emotional systems and thus concrete insights for your brand management.

The measurement of emotion is based on the measurement of reaction time that has been studied in sociological research on prejudice. Instead of specifying mere conscious brand perception via scale-based questions, the respondent decides within fractions of a second whether images or concepts that reflect the basal emotions match the brand or not (Fig. 2). The time required for this (in milliseconds) is a very precise indicator of whether the proffered stimulus is associated with the brand or not. Short response times show a high emotional appeal of the brand, while long response times suggest that there are no unconscious associations between the brand and the emotional concept. A brand can thus be accurately located in the space of emotional systems and the emotionalisation in each individual system determined exactly. The exact emotional profile of the brand is clearly shown in the result (Fig. 3) and thus forms the basis for targeted, successful brand management.

Fig. 1: Seven basal emotional systems
Fig. 2: Representation of reaction time measurement
Fig. 3: A brand's emotional profile

AREAS OF APPLICATION FOR THIS PROCEDURE

  • Detection of implicit emotional impact of brands on the basis of neuroscientific findings
  • Investigation of image, brand and product positioning
  • Measuring emotional impact of advertising and brand communications
  • Input for campaign creations Campaign controlling and effect of various advertising media

ADVANTAGES OF THIS PROCEDURE

  • Localisation of the individual brand and the competitive environment in the basal emotional and motivational systems (based on human thought and action) 
  • Access to the implicit emotional perceptions of consumers
  • Innovative measurement based on a combination of image concepts and validated picture albums for mapping the emotion systems
  • The approach addresses many shortcomings of classical scale-based market research and thus offers real value

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