Emotional Branding and

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AN EXPLORATION OF THE DIMENSIONS OF EMOTIONAL BRANDING

ADOPTED BY ORGANIZATIONS TO IMPROVE, BRAND ASSOCIATION, BRAND UNIQUENESS & BRAND EXPERIENCE

Submitted by

Mobin Tahir

Supervised by

ANGELA DALRYMPLE

On 28 January, 2010

Student I.D.: A4019165

M.Sc. Marketing Intake-2

DECLARATION

I, Mubeen Tahir declare that no part of this dissertation has been taken from existing published or unpublished material without due acknowledgement and attribution, and that all secondary material contained therein has been fully and appropriately referenced.

There are several people without their assistance this work may never have been completed and I would therefore like to acknowledge their help and support

First of all I would like to given thanks to Almighty Allah who gave me the strength and made me eligible to complete this research and then I would like to express my sincere gratitude to my dissertation supervisor Ms. Angela Dalrymple for her kind guidance, time and all her support in completion of this work

I would like to say thanks to entire managers of entire industries, who helped me through their time, answers and responses in regards to my questionnaires to complete my research work.

CONTENTS

CHAPTER 1Abstract05
CHAPTER 2Introduction

2.1Introduction07

2.2Objectives10
2.3Research Rationale10
2.4Dissertation Structure11

CHAPTER 3Literature Review
3.1Introduction of Chapter12
3.2Literature Review12
3.3Characteristic of Brand and Branding 12
3.4Importance of Branding13
(i)Customer’s Perspective13
(ii)Organization’s Perspective14
3.5Branding Equity Models14
(i)Sensory Branding15
(ii)Aesthetic and Design16
3.6 Emotional Branding16
3.7Evolution of Emotional Branding18
3.8Emotional Branding offers Sustainable advantage22
3.9Dimensions of Emotional Branding24
(i)Brand Story24
(ii)Brand Association25
(ii)Brand Uniqueness25
(iii)Brand Experience26
3.10The Emotional Consumers26
3.11Conclusion of Literature Review29

CHAPTER 4 Research Methodologies
4.1Introduction 29
4.2Purpose29
4.3The Paradigm and Methodology29
4.4Research Process 31
4.5Qualitative Research Method32
4.6Advantages of Qualitative Research 33
4.7Research Resource 33
4.8Primary Research 33
4.9Primary Research Planning34
4.10Sampling34
4.11Data Analysis36

CHAPTER 5Findings & Analysis

5.1Defining Branding37

5.2Similarities between Primary & Secondary Research37 5.3Importance of Branding 39 5.4Emotional Branding & its Perception in the organization 40 5.5Practice of Emotional Branding by Organization 42

5.6Dimensions of Emotional Branding44

CHAPTER 6 Conclusion & Recommendation

6.1Conclusion 47

6.2Managerial Implications47
6.3Limitations of Research48
6.4Future Research Suggestions49

Table of figure
David Aaker Equity model14
Keller equity model15
Aaker model of brand16
Maslow’s Hierarchy of needs20
Emotional brand’s value proposition21
Brand Loyalty23
Respondent distribution of primary research36

Appendix 150
Appendix 251
References52

CHAPTER 1
ABSTRACT

Globalization has made the competition fierce and extends it beyond the country...
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