How does the growing importance of emotional branding affect businessmarketing strategies? A case study based on the company Siemens.
Citation
(2015) How does the growing importance of
emotional branding affect businessmarketing
strategies?
A case study based on the company
Siemens., no. 70.
Abstract
Creating emotional brand attachment is crucial in today's marketing world as
intangible assets have starting to become more valuable than tangible assets.
Therefore, companies have realized the need to increasingly focus their efforts on
creating strong emotional brand connections with consumers.
Exploratory research was conducted to identify the growing importance of emotional
branding and how it affects business-marketing strategies. After having accumulated
knowledge about existing theories and research and developing an extensive
literature review, a qualitative approach of data collection was chosen as the most
appropriate research method. The research method chosen for this interview were an
interview and a follow-up interview with the Head of Brand and Advertising at
Siemens. The questions throughout the interviews were based on key themes derived
from the literature review: emotional branding in context, the Golden Circle and the
importance of targeting different target markets with different branding approaches.
In order to add depth to the information gathered from the two interviews, documents
about the company Siemens were analysed as the research project is based on the
company Siemens. The findings of the research illustrate that the growing
importance of emotional branding changes the way how businesses in the Businessto-
Consumer as well as in the Business-to-Business industry need to adapt their
marketing strategies in order to stay successful.
Results of the research also produce possible areas of study on the topic of emotional
branding through recommendations made by the researcher based on the limitations
arisen from the research process.