The role of emotional branding in the creation of an engaging brand : a case study of Dr. Thanh Thuy’s private clinic
Pham, Tuan (2016)
Laurea-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121219882
https://urn.fi/URN:NBN:fi:amk-2016121219882
Tiivistelmä
This thesis project examines the role of brands and branding on a business's functions. The purpose was to develop an emotionally engaging brand for a small, private clinic. The thesis was commissioned by Dr. Thanh Thuy’s private Gynecology and Obstetrics clinic.
The paper is divided into three parts. The theoretical section discusses the concept of brand, the factors that make an effective brand and emotional branding. A brand is not just a name, a design or logo, but rather a subconscious connection between the business and customers, in the sense that consumers categorize the experience they have of a product/service by the brand elements. Their feelings about their experiences with the brand largely determine their willingness to choose that brand again in the future and these experiences can be deliberately influenced by the branding contents that the business presents.
Primary data for the empirical research was collected using a mixed methods approach. A quantitative approach was employed in a survey of the patients of the clinic and a qualitative approach was used through an interview between the researcher and Dr. Thanh Thuy (the case company's owner/doctor in charge).
The data were analyzed using perspectives afforded by the knowledge base. Based on the analysis recommendations were developed to build an emotionally connecting brand for the clinic.
The paper is divided into three parts. The theoretical section discusses the concept of brand, the factors that make an effective brand and emotional branding. A brand is not just a name, a design or logo, but rather a subconscious connection between the business and customers, in the sense that consumers categorize the experience they have of a product/service by the brand elements. Their feelings about their experiences with the brand largely determine their willingness to choose that brand again in the future and these experiences can be deliberately influenced by the branding contents that the business presents.
Primary data for the empirical research was collected using a mixed methods approach. A quantitative approach was employed in a survey of the patients of the clinic and a qualitative approach was used through an interview between the researcher and Dr. Thanh Thuy (the case company's owner/doctor in charge).
The data were analyzed using perspectives afforded by the knowledge base. Based on the analysis recommendations were developed to build an emotionally connecting brand for the clinic.