The Rise of Emotional Branding in Service Sec...

The Rise of Emotional Branding in Service Sector in Indian Market

Author Name : Dr. Sanjay Kumar Padhy, Shyam Sunder T

ABSTRACT

Indian service sector has witnessed a foremost boom and is one of the major contributors to both employment and national income in recent times. The entry of foreign players in fields like banking, insurance, health care, tourism, consulting, etc have also increased the competition for the national players. This paper attempts to study the paradigm shift in the Indian service industry and the role of Emotional Branding, as it is on the raise day by day. This paper throws light on the Indian Service sector that is hit by the new wave of emotional brands. It explains the concept of emotional loyalty and the reasons of its growing popularity. It discusses the power of emotions over rationality. Emotional branding in Indian scenario is also illustrated by discussing the recent emotional advertisements.

Keywords: Emotional Branding, Indian Service Sector, Power of Emotions, Emotional Appeal, Emotional Brands.