Developing and nurturing a brand’s emotional intelligence can help increase market share

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2020, 4:47 PM UTC

Emotional intelligence is a combination of self-awareness, self-management, social awareness and relationship management. 

Spending time learning, observing, asking questions and discussing topics that matter to a brand’s target audiences can help companies develop and nurture emotional intelligence. Businesses should define their brand identity, personality and related traits in a manner that resonates with their target audience.

To nurture emotional intelligence, companies should also have brand assets that address the consumers unmet needs, while also activating marketing campaigns that enable two-way communication. Engaging in meaningful conversations via online communities can help businesses gauge and develop brand perceptions and identify emerging business opportunities.

Nurturing emotional intelligence can not only help businesses enhance engagement, foster brand loyalty and increase market share but also push growth. Emotional intelligence can be measured in terms of brand equity, awareness, performance attributes, brand imagery and purchase behaviour. 

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