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Positive Brand Framework

Master's Thesis

2022

Positive Brand Framework – Positive connotation through strategic design. How can a brand be connoted with positive emotions thourgh strategic design?

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The strategic and creative orientation of brands faces complex challenges. Consumers not only expect authenticity and awareness of current ecological challenges, but they also want to be addressed at an emotional level.

However, in current practice, the focus is on neutralizing problems, not on recognizing opportunities and emotionally added value. Much potential becomes lost here. Furthermore, there is a lack of concrete frameworks to be followed when developing a strategic connotation of positive emotions for brands.

The work intends to create awareness of positive connotations and the underlying psychological and aesthetic aspects. The findings were integrated into a concrete framework for strategic brand creation, evaluated, and optimized using a practical branding project.

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