The power of emotions in branding : a case study of Il San Pietro di Positano
Cuccurullo, Margherita (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060921580
https://urn.fi/URN:NBN:fi:amk-2025060921580
Tiivistelmä
This thesis examines the impact of emotional branding by utilizing Il San Pietro di Positano, a luxury hotel located on the Amalfi Coast in Italy, as a case study. The research explores how Il San Pietro hotel utilizes emotions, storytelling, and authenticity as part of its branding strategy to connect with its customers emotionally.
The main question of this study was how emotional branding contributes to ISP’s brand loyalty and recognition. Sub-questions addressed focused on how the emotional connections are built, the role of storytelling in brand identity, and the lessons that other businesses can learn from ISP’s approach.
The study used a qualitative data collection approach, combining literature review, a semi-structured asynchronous email interview with the hotel’s general manager, guests’ reviews, and social media insights.
Findings highlight that the hotel’s branding strategy is based on multisensory experiences, emotionally intelligent staff, and consistent storytelling, which are critical to its identity as a “Lovemark.” The hotel blends personal, cultural, and emotional elements to create long-lasting relationships, with the support of authenticity to create trust and differentiation.
The study demonstrates that emotional branding, when combined with authenticity, sensory experiences, and human interactions, can create strong brand equity. Additionally, this thesis offers practical implications for other businesses by showing that emotional branding can be adopted by all businesses aiming to create loyalty, differentiation, and long-term value.
The main question of this study was how emotional branding contributes to ISP’s brand loyalty and recognition. Sub-questions addressed focused on how the emotional connections are built, the role of storytelling in brand identity, and the lessons that other businesses can learn from ISP’s approach.
The study used a qualitative data collection approach, combining literature review, a semi-structured asynchronous email interview with the hotel’s general manager, guests’ reviews, and social media insights.
Findings highlight that the hotel’s branding strategy is based on multisensory experiences, emotionally intelligent staff, and consistent storytelling, which are critical to its identity as a “Lovemark.” The hotel blends personal, cultural, and emotional elements to create long-lasting relationships, with the support of authenticity to create trust and differentiation.
The study demonstrates that emotional branding, when combined with authenticity, sensory experiences, and human interactions, can create strong brand equity. Additionally, this thesis offers practical implications for other businesses by showing that emotional branding can be adopted by all businesses aiming to create loyalty, differentiation, and long-term value.