The Importance of Brand Meaningfulness: An Analysis of the American Girl Brand

Today’s consumers desire brands that are purpose-driven, stand for something bigger than the products they sell, and leave a lasting impact on their customers and community. Using this idea of brand meaningfulness as part of the larger concept of brand purpose, “The Importance of Brand Meaningfulness: An Analysis of the American Girl Brand” questions whether a brand perceived as meaningful to consumers is actually a meaningful brand and identifies what it should be doing to become a meaningful brand. This thesis analyzes the concept and effectiveness of brand meaningfulness through an analysis of the American Girl brand, a brand that is personally meaningful to the thesis author, among many other consumers. Using data from over 200 survey respondents and 7 interpersonal interviews, an observational analysis, and insight from personal experiences working for the brand, this thesis provides recommendations to increase brand meaningfulness, complete with visual prototypes.