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Use of Emotional and Rational Branding by Brands Targeting Young Consumers

Student: Azaliia Valieva

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2020

This graduation work is devoted to rational and emotional branding as a way to promote a brand to a young audience. It contains information on how this audience perceives advertising messages and what it pays attention to in most cases. Every day, the younger generation receives a large amount of information and advertising messages, for each of which they are not ready to devote their time. In this regard, many companies fail to stand out among competitors and draw their attention to themselves. Therefore, the key goal of this work is to identify and determine the type of communication that is preferable to use the brand to implement rational and emotional branding in order to stand out among competitors and attract young people. During the study, interviews were conducted with representatives of the younger generation to identify the type of communication that is preferable to use when interacting with this audience, as well as case-study for analyzing successful advertising campaigns aimed at representatives of the young audience. Based on the results of the study, a type of communication was identified and determined that is most preferably used to implement rational and emotional branding tools in order to stand out among competitors and attract the younger generation. Moreover, thanks to the results of the study, we can distinguish the type of communication that not only helps increase sales, but also builds a favorable brand image in the minds of consumers.

Full text (added May 21, 2020)

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