Emotional Branding and

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I, Mubeen Tahir declare that no part of this dissertation has been taken from existing published or unpublished material without due acknowledgement and attribution, and that all secondary material contained therein has been fully and appropriately referenced.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 1 Abstract 05
CHAPTER 2 Introduction

2.1 Introduction 07

2.2 Objectives 10
2.3 Research Rationale 10
2.4 Dissertation Structure 11

CHAPTER 3 Literature Review
3.1 Introduction of Chapter 12
3.2 Literature Review 12
3.3 Characteristic of Brand and Branding 12
3.4 Importance of Branding 13 (i) Customer’s Perspective 13 (ii) Organization’s Perspective 14
3.5 Branding Equity Models 14 (i) Sensory Branding 15 (ii) Aesthetic and Design 16
3.6 Emotional Branding 16
3.7

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