Brand loyalty refers to the phenomenon that consumers will still buy a brand when facing the competitive brand with better quality, lower price and higher convenience. Brand loyalty is the core of brand assets, which can effectively reduce marketing costs, attract a large number of new consumer groups and inhibit competitive brands. Promoting brand loyalty is the dream of entrepreneurs and planners. The ultimate of brand loyalty is consumers' feelings and even pride in the brand. At this point, the brand has become a friend and emotional pillar of consumers. In order to pursue the ultimate brand loyalty, we should not only provide consumers with high-quality products, convenient purchases and high-quality services to meet their consumption, but also pay great attention to the emotional penetration in the process of advertising and brand image promotion. In the middle and late April of 2000, Dawn's interpretation of "Pure, You, Me, Strong" was grandly staged in a prime-time program of CCTV. As "love is as pure as water and as transparent as water" keeps ringing in the audience's ears, the emotional appeal of Robust water has penetrated into the hearts of consumers and began to capture their love. Robust chose to turn from the rational appeal of "27-layer purification" to the emotional appeal at this time, which fully showed its unique understanding of brand attack and advertising appeal strategy. In essence, advertising is a form of information dissemination aimed at persuasion, that is, attracting consumers through targeted information dissemination, urging consumers to accept the ideas advocated by advertisers and take the behavior expected by advertisers-buying products or services produced by advertisers. Advertising appeal can appeal to consumers' rationality and emotion, which can be divided into two categories: rational appeal and emotional appeal. Rational appeal is mainly to convince consumers by publicizing the characteristics of products, especially the individual advantages of products that are different from and superior to competitive products, and promising that products can bring more and better benefits to consumers than similar products. In short, rational appeal vigorously promotes product individuality and competitive advantage, and pays attention to impressing consumers' rationality with logical power. Another product of Robust, the rational advertisement of milk yogurt, is to grasp the product's personality characteristic "bifurcation factor"-the appeal advantage that other products cannot have. Around this center, Robust milk has eloquently confirmed the efficacy of Robust milk in regulating the stomach and promoting digestion and absorption with detailed and credible materials such as research and appraisal by famous experts and professors, testing by authoritative organizations and practical cases. Large-scale distribution of instructions and in-depth reasoning newspaper advertisements, combined with TV advertisements to expand the momentum, three-dimensional information impact, all-round impress consumers, so that they can not resist the power of reason, verbally and convincingly trust Robust milk. Changhong's propaganda of its high-tech level and the trouble-free operation of Little Swan washing machine 7500 are all rational demands. At the beginning of the listing of Robust pure water, it was deeply aware of the importance of establishing a deep brand identity with rational appeal, so the classic advertisement of "27-layer purification" was born. The 27th floor purification 1997 won the gold medal in film and television advertising in the 5th National Excellent Advertising Works Award "Cotton Tree Cup" Advertising Grand Prix. Through the unique rational appeal of "full 27-layer purification", Robust's excellent water technology and absolute quality assurance image are deeply rooted in people's hearts, giving consumers a strong sense of security, thus rapidly growing into a first-class brand in the national water market. However, if a product wants to seek a long-term and stable position in the market, it is not enough to rely solely on rational demands. To maintain and strengthen the efficacy of rational appeal, we still need the help of emotional appeal. Emotional appeal strongly exaggerates the beautiful emotional color, shapes the product into an international or psychological role, conveys all kinds of spiritual enjoyment brought by the product, melts the beautiful and moving vitality and rich emotional connotation into the product, strengthens the aesthetic appreciation of the image and promotes the audience's aesthetic appreciation and acceptance of the product. If rational appeal has won the trust of consumers, then emotional appeal has won the sincere love of consumers. Rational appeal is like a majestic waterfall, like a mighty army, with thunderous power, showing masculine impact. The defense line constructed by rational appeal will tend to collapse because of consumers' psychology of liking the new and hating the old or the product personality advantage implied by competitors. Emotional appeals are endless, although not as immediate as rational appeals, but the follow-up is strong and lasting. In fact, the leading products in the market are realized through the infiltration of emotional appeals. For example, as we said earlier, John, president of Coca-Cola Europe Pacific Construction Group, once said an intriguing sentence: "Coca-Cola is not a drink, it is a friend." It is precisely because the Coca-Cola Company has a far-sighted business philosophy and pursues a successful emotional infiltration strategy that Coca-Cola has become a generation hegemon. In the minds of many Americans, drinking Coca-Cola is as natural as eating moon cakes on the Mid-Autumn Festival in China. The birth of Coca-Cola is one of the 100 events since the founding of the United States, and it is the culture of the American nation. Uncle Sam will be crazy about who gets rid of this "old friend". Coca-Cola's introduction of a new formula will actually lead to demonstrations, which can never be explained by rational analysis or achieved by rational demands. Only emotional appeal has such infinite charm. Emotional appeal is the eternal love of consumers, and this emotional connection is constantly being cut, lingering and irresistible. Coca-Cola built Hope Primary School in China and sent Coke to the children in the disaster area. Isn't it natural for people in China to drink coke on Mid-Autumn Festival just like eating moon cakes? Similarly, Sanjiu Weitai not only publicizes the remarkable curative effect, but also does not forget to shape the touching image of "an inch of long grass, three wisps of spring"; Guozhen is not only a "vitamin-rich drink in the space age", but also contains the idea of "drinking Guozhen in winter makes the home warm", wishing the families in the world happiness; Whether Yangshengtang onychomycosis pill is "100% pure and effective health care product" or "love for parents"; Southern black sesame paste "a strong fragrance, a ray of warmth", "the family of Arowana" and "a good way to get happiness-in fact, men need more care" infect consumers with warm and tender emotional appeals, thus occupying a place in consumers' hearts and becoming the "big brother" in similar products. Robust's emotional appeal advertisement, which is interpreted by water and dawn, shows the accurate positioning, superb creativity and unique artistic charm of the target consumer group. The main consumption place of bottled purified water is outdoor, and young people have the most outdoor activities. A large part of Li Ming's fans are young people. In addition, Li Ming is relatively young among the four great kings of Hong Kong music and has a good international image. He often participates in some charitable activities and is a goodwill ambassador of UNESCO. Therefore, Robust chose Li Ming after considering many stars such as Chow Yun Fat, Jacky Cheung, Emil Wakin Chau and Aaron Kwok. However, "Love is as pure as water, and feelings are as transparent as water" in Dawn's title song "Automatic Love" can arouse the strong desire of teenagers who are eager for pure feelings, which seems to be the lyrics and music of water advertisements. The typical action of boiling water at dawn in the camera adds a strong memory to the advertisement. The scene of dawn teaching a group of children to turn water in the street is so kind, kind and enjoyable. Looking at it, "you and me" felt a warmth and warmth in their hearts. At this time, Robust water is not just a simple bottle of water, but an emotional carrier to communicate with you and me. Can you and I not have a sincere preference for robust? Emotion is the bond that maintains the relationship between all people. In the commodity society, emotion even becomes the link between people and commodities.

If the brand not only establishes a rational relationship with the target consumers, but also makes them feel a strong emotional connection, then the brand itself has the basis to attract consumers.