Emotional Branding Online : Case study: Nike
Stoeva, Margarita (2017)
Stoeva, Margarita
Metropolia Ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112417959
https://urn.fi/URN:NBN:fi:amk-2017112417959
Tiivistelmä
This thesis’s topic is about showing how emotional branding is used by companies and how it affects the consumer’s mind. The research is presenting a case study about the sport’s brand Nike and pointing out how they successfully use emotional branding strategy in their advertising and social media.
By using primary and secondary research, the author will present the branding techniques used online and explain how brands could affect buyer’s emotions and influence purchase decision.
With the help of literature review and research it was found out that there are various emotional motivators and tactics used by brands to create brand awareness, online community and to change consumers “wants” to “needs”. The customer’s behaviour is strongly related and has an emotional connection with brands and their marketing and branding activities.
By using primary and secondary research, the author will present the branding techniques used online and explain how brands could affect buyer’s emotions and influence purchase decision.
With the help of literature review and research it was found out that there are various emotional motivators and tactics used by brands to create brand awareness, online community and to change consumers “wants” to “needs”. The customer’s behaviour is strongly related and has an emotional connection with brands and their marketing and branding activities.