Brand Essay

21081 Words Oct 22nd, 2011 85 Pages
FINAL DISSERTATION

Emotional Branding: Investigating the Role of Emotions in Advertising and Branding

SUBMITTED BY
Usama Shahzad BITE ID : 35163

Submitted in partial fulfillment of the requirement for the MBA Innovative Management in collaboration with Coventry University and British Institute of Technology & E-commerce

August 2007
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The intuitive mind is a scared gift and the rational mind is a faithful servant. We have created a society that honors the servant and forgotten the gift. Albert Einstein

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Acknowledgments
First of all, I would like to thank my research supervisor Dr. Gordon Bowen for his support and advice throughout this dissertation. His critical comments always managed to solve arising
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tives........................................................................................- 9 1.4 Structure of the Dissertation ...........................................................................- 9 Chapter 2.......................................................................................................................- 10 Literature Review..........................................................................................................- 10 2.1 Introduction.........................................................................................................- 10 2.2 Brands .................................................................................................................- 10 2.3 Brand Advertising...............................................................................................- 13 2.4 Brand Equity .......................................................................................................- 14 2.5 Emotions .............................................................................................................- 16 2.6 Neuroscience and Advertising ............................................................................- 16 2.7 Emotion and Reason ...........................................................................................- 17 2.9 In Search of the Philosopher’s Stone ..................................................................- 19 2.10 Emotional Branding: Fuel for Success

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