Effects of Happiness as a Brand Building Strategy

This research paper analyzes the effects that happiness holds as a brand building strategy. The growth of any organization highly depends on how a brand position itself in the mind of customer and happiness is most used component under emotional appeal. A survey was conducted to analyze the degree of likeness people have for dominant brands and market leader such as Coca Cola, Dove, McDonalds. This research paper also explains the changing media habits of respondents. A shift can be noticed from traditional media to new media. Digital media earned 63.4% of usage rate, newspaper, in contrast earned 11.3%. Prince and promotional factors influences people most while choosing a brand, with 64.85 and 62% respectively. 98.6% of respondents believe that happiness is a great strategy for positioning of a brand. Study proves that happiness appeal helps in sales growth, with 77.5%. 88.7% thinks it also create bonding with the brand. Study also shows, 93% thinks happiness as a brand strategy helps in enhancing trust.