The low number of studies on emotional branding / marketing communication and the lack of unanimously agreed definitions of this new trend in marketing show that it is still in its infancy. The study presents a linguistic analysis of the definitions of emotional branding / marketing communication based on both the verbs relating the “definiendum” (the phrase to be defined, i.e., emotional branding / marketing communication) with its “definientia” (the nouns defining emotional branding / marketing communication), and the nouns defining the “definiendum”. The findings show that there are definitions close to formal ones, and definitions that move away from the true essence of emotional branding / marketing communication. The analysis shows that these definitions point to specific focuses, specific goals, and a specific means of achieving these goals. Given the comparative analysis on the definitions of emotional branding / marketing points to specific focuses and goals, correlated to particular modalities of achieving these targets. Emotional marketing focuses on customer emotions, while it relies on the development of a bond between the providers of the product or service and the users of the product / service, and should be used without repetitiveness. Emotional branding / marketing means the use of aspects pertaining to emotions.

definition, emotional branding / marketing communication, linguistic analysis

biology

Presentation: poster