Branding, Consumer Psychology and Sustainability
Caër, Clémentine (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025071523639
https://urn.fi/URN:NBN:fi:amk-2025071523639
Tiivistelmä
This thesis aims to investigate to what extent the growing dominance of branding has shifted the focus away from the product itself, and what are the resulting consequences of this evolution. Using an interdisciplinary approach combining branding theory and practices, consumer psychology, neuromarketing and environmental considerations, this paper examines how and why branding influences consumer perception and the strategies of businesses beyond the product features.
The research has allowed us to learn that branding went from a concept used for product identification, to a powerful psychological tool that influences consumer emotions, behaviours and expectations. Emotional branding, combined with storytelling and digital technologies has helped amplify brand influence, creating immersive experiences that often end up taking over the intrinsic quality of the product. Case studies such as the success of Starbucks and the failed Wonka Experience allow a comprehensive overview of the opportunities branding has to offer, as well as the risks of overpromising to consumers. Moreover, studies around the effects of branding have brought out quite a new concept: neuromarketing, which enables brands to influence subconscious decision-making without explicit awareness or consent from consumers, questioning the limits of ethics and human rights. It also has a major impact on the environment, with fast fashion brands and their misleading greenwashing campaigns, demonstrating how brand perception can be at the source of harmful practices, enhancing overconsumption and environmental impacts.
This thesis concludes that branding, while being a strategic asset, now carries important psychological, social and environmental responsibilities. To keep a good image, businesses have to align with authentic practices, emphasising transparency and ethical marketing. Finally, as an opening, this paper advocates for a future in which branding serves not only commercial objectives but also educates consumers and promotes sustainable and responsible consumption.
The research has allowed us to learn that branding went from a concept used for product identification, to a powerful psychological tool that influences consumer emotions, behaviours and expectations. Emotional branding, combined with storytelling and digital technologies has helped amplify brand influence, creating immersive experiences that often end up taking over the intrinsic quality of the product. Case studies such as the success of Starbucks and the failed Wonka Experience allow a comprehensive overview of the opportunities branding has to offer, as well as the risks of overpromising to consumers. Moreover, studies around the effects of branding have brought out quite a new concept: neuromarketing, which enables brands to influence subconscious decision-making without explicit awareness or consent from consumers, questioning the limits of ethics and human rights. It also has a major impact on the environment, with fast fashion brands and their misleading greenwashing campaigns, demonstrating how brand perception can be at the source of harmful practices, enhancing overconsumption and environmental impacts.
This thesis concludes that branding, while being a strategic asset, now carries important psychological, social and environmental responsibilities. To keep a good image, businesses have to align with authentic practices, emphasising transparency and ethical marketing. Finally, as an opening, this paper advocates for a future in which branding serves not only commercial objectives but also educates consumers and promotes sustainable and responsible consumption.