Bachelor Thesis from the year 2005 in the subject Communications -
Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A,
New College Durham, course: BA (HONS) Management, Business and
Administration, language: English, abstract: The business area of
marketing has become increasingly important over the last few decades
turning marketing activities into a critical success factor. Emotional
benefits in marketing have received more and more attention and
discussion because they work beyond the awareness of the customer and
influence their buying behaviour. In an article from the Canadian
Marketing Association, Glenn Livingston (2004) says that most of the
people do not want to believe that they are or can be emotionally
influenced by brands. They do not want to admit to using brands as a
method of partially supporting their self-esteem but this is what makes
the emotional benefit motivation such an important technique in
marketing. It is the case that emotional benefits are so elusive and
hidden that it makes them incredibly powerful and persuasive. Companies
like Coca-Cola, Gillette or Victoria's Secret understand the art of
accessing, with intelligence and sensitivity, the true power behind
human emotions. They form their brands in a way that they become a face
and a character in order to reach the overall aim: the identification of
customers with the brand. Today's most successful brands have built
relationships with consumers by engaging them in a personal dialogue
that responds to their needs. In fact, many brands make the mistake of
trying to force the emotional benefit by telling the customer directly.
As soon as this thought is then put into language and made conscious, a
person's adult mind will make rational decisions and realize that this
product does not make them a different person. As Coca-Cola is the
number one on the "Interbrand's Annual Ranking of 100 of the World's
Most Valuable Brands", the researcher will take this brand as a
