Explore the Categories on Different Emotional Branding Experience for Optimising the Brand Design Process

Recognised the importance of design impressions, design scholars noticed that there are some trends among the brands awareness on consumer atti‐ tudes toward their designs outcomes include products and services. More and more customer services were developed for enhancing the relationships with consumers through social networks, integrated mobile and location-based tech‐ nologies. Some scholars investigate the theories of psychology and sociology to understand the message procedures of consumers and how it would influence the feeling associated with the brand. So, how would this influence the consumer’s expectation of brand experience? How this change would influence the emotional brand building and how would it influence the brand building procedures? This research study aimed to review the different cases of the development of emotional branding experience and categorised them into four types of brands providing emotional experience to the customers: personalities-driven emotional brand, appeal-driven emotional brand, sensory-driven emotional brand, naviga‐ tion-driven emotional brand. These new branding strategies providing satisfied consumer’s expectation on brand experience were investigated. A field experi‐ ment was adopted to examine the methods. The branding process and the design outcomes were compared and provided how would the specify brand building process. It helped to optimise the branding design process to facilitate them to create the most effective emotional brand experience to the consumers. This study is the preliminary discussion on the new development of the emotional branding by integrated the studies of design, psychology and business and how would the brand strengthen the emotional attachment with the consumer.