In a Dizzy for Disney?

Emotional branding is a surefire way to gain a consumer's undying support. Many companies capitalize on creating "myths" about their product in order to boost sales and this emotional connection with their targeted audience. Douglas B. Holt discusses all different types of branding companies employ to sell their products, but of all them, emotional branding in my opinion seems like to be the best way (after establishing the initial connection) to foster a lifelong relationship between product and consumer. Emotional branding according to Holt is all about creating a product that contains a set of abstractions that make it memorable and ignite an emotional response from the customers.
A prime example of this emotional branding today, other than Coca Cola as the author discusses is Disney. Disney is knowing as having a legendary ability to connect to the heart across many generations, which they have done by creating a successful product. Managers build emotional appeals in their products to "spur" relationships with customers, as Holt comments, and this is seen with how parents who grew up with Disney, want to share the characteristic Disney magic with their children. They want their children to have the same experiences, and joyful childhood associated with Disney Princesses, stories, or the park. The power of Disney is unquestionable, not only from its revenue in the billions, but that nearly everyone has seen a Disney movie. To get to this point as Marc Gobe points out in the same article, Disney did pack emotion, personality, and sensory experience into its image. Disney has capitalized on their powerful brand by building an empire, or specifically, putting movies into vaults only to release them a few years later to stimulate sales. Additionally, they capitalize on their movies/ stories by creating so many products, and even a theme park of people's most beloved characters who they just can't get enough of.
This emotional connection forged with Belle, or Mickey, or Cinderella in childhood is lifelong and very, very powerful. No one can question the power of these fictional figures who have come to represent the Disney brand itself, and definately is an example of emotional branding today.