Indre Jucaityte

As already mentioned in the previous section, Keller (2003) pyramid of brand value
creation consists of four steps (6 blocks) (Fig. 1). The first step of creating brand identity
and brand associations refers to specific product or service category or customer needs.
Here are formed the foundation of pyramid by developing brand value. In the second step
brand meaning in the minds of customers is created, strategically linking a number of
obvious and intangible brand associations, which can be divided into two parts: the
functionality of the brand and brand image. However, in order to reveal consumers'
emotions, as mentioned above, one should lead to the pyramid on the right side. Thus, the
brand image is what people think about brand in theory, rather than the brand really is.
This is a very important feature of the brand, which reveals how the brand satisfies the
consumers' psychological and social needs. The objective of third step is to induce the
desirable reaction of consumers to the brand identity and brand value creation. In the right
side we see consumers’ senses and emotions block. According to Keller (2003), brand
feelings are emotional responses and reactions of customers by feeling respect for the
brand. These feelings can be gentle and strong, positive and negative. All the emotions of
each consumer tend to be displayed differently depending on the brand, with which they
are associated, i.e. at the moment when consumer thinks about certain brand. In order to
explain the consumers' feelings and emotions block in detail, Keller (2003) also identifies
certain sub-dimensions: sincerity, security, empathy, safety, social recognition and selfesteem
(Fig. 1).
So, block of consumer feelings and emotions in Kellers’ (2003) brand value creation
pyramid can be associated with a block of Lavidge and Steiner (1961) presenting the
model of emotional impact. Lavidge and Steiner model is one of the first, which included
the emotions, and argued that emotions are consequence of our thoughts. In this model
three levels of advertising exposure are distinguished: cognitive (mind field), conative
(motives, conduct field) and effective (emotional domain) (Fig. 1). Early model of
emotional impact shows that contemplation of information leads to feelings, which form
or change the approach to product, and as the final stage, creates the desire to buy.
After the analysis of scientific literature, it can be argued that the modern theory of
branding by senses suggest, that emotions influence consumer buying decisions. Feelings
that are affected by the five senses also increase brand value to the comsumer. Based on
an early model of the emotional impact, the modern model of emotional impac is
presented (Fig. 1). The model contains the main sensory dimensions – image, sound,
smell, taste, touch, which causes certain feelings, emotions, and these form a brand image
to consumers. The feelings influenced by five human senses affect people thinking,
attitudes, and later influence their decisions. Impact of all these senses can create a strong
brand and distinguish the brand over its competitors, thereby increasing customer loyalty
and brand value. The more senses are used to the brand, the stronger it will be and the
greater its value. For each sense the particular stimuli are distinguished, that influence
each sense independently.
Image stimulus may be color, light, form, space, variety of designs and ads.
Sound stimulus may be background, language, communication, music and silence.
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