A consumer has a heart which is full of emotions. So just by advertising product with its usefulness in a rational manner is not always effective. Hence using of emotions in advertisement is now gaining strength to connect with the consumers. Using emotions in advertisement may not compel consumer to purchase the product but it surely helps in creating a brand image and consumer does gives a second thought about the product before making a purchase decision. Emotional branding helps in connecting with the mind and heart of the consumers and leaves a deep impact on his thought and this makes brand recalling more easy and effective. Use of effective emotions that matches with the brand attributes is one of the most important point of concern of the emotional branding. This also includes that an equally strong brand ambassador should be selected which actually can match the emotion to be portrayed for making the emotional bond more strong.

Dr. Ravi Rajai arbeitet als Assistenzprofessor am Maharani Shri Nandkunverba Arts and Commerce College, Bhavnagar, Gujarat undProf. V Modi ist als Professor an der Maharaja Krishnakumarsinhji Bhavnagar Universität, Bhavnagar, Gujrat tätig.