FOUR PILLARS OF EMOTIONAL BRANDING IN BUILDING DENTAL CLINIC BRAND

• Main Author: Muhammad Naufal Khairi, Ardes
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68639
• Institution: Institut Teknologi Bandung

Patients' experiences and perceptions have an important role in dental practices, they determine the behavior of patients in the dental practice environment. Emotional branding is a way to build emotional bonds and provide anemotional experience for consumers. Emotional branding is based on four basic concepts, namely relationship, sensory experience, imagination and vision. For a dental clinic brand, emotional branding can be utilized to build emotional bonds and provide experience that are consintent with the dental clinic’s brand. This study aims to examine how emotional branding affect the patient's experience of the dental clinic. The Bandung Dental Center Clinic was chosen as the object of the study. This research was conducted using qualitative approach with data collection methods through observation and interviews. The data obtained is then analyzed using the principle of qualitative content analysis to find out how emotional branding is applied based on four pillars of emotional branding in Bandung Dental Center and what experiences are given from the application of emotional branding.