How does the growing importance of emotional branding affect businessmarketing strategies? A case study based on the company Siemens.

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.