What makes a brand cool? How coolness affects the desirability of products and services

Byrne, James (2018) What makes a brand cool? How coolness affects the desirability of products and services. Masters thesis, Dublin, National College of Ireland.

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Abstract

The subject of branding and its management is of increasing importance to marketers. Advertisers value cool brands. They help contribute brand equity, market dominance and sales. Understanding what makes a brand cool can enable marketers with their brand positioning and marketing communications.

The purpose of this study was to examine how consumers consider coolness and individuality in appraising brands. It involved the investigation of customer’s perceptions of brands in relation to their perception. The relationship between the perceived coolness of brands and their individuality was measured though a range of characteristics – degree of innovation, originality, authenticity and uniqueness.

Through a quantitative approach via a consumer survey the paper established the factors relating to coolness and individuality among consumers that can enable products and services to become more attractive and desirable to consumers and in so doing provide strategic insights into prospective brand development along with broader implications for marketing and communications strategy.

In light of the findings, this research suggested key actions for marketers to undertake before
engaging in branding strategies for their products and services.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	02 Nov 2018 10:51
Last Modified:	02 Nov 2018 10:51
URI:	https://norma.ncirl.ie/id/eprint/3404

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