The Importance of Brand Meaningfulness: An Analysis of the American Girl Brand
Description
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.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2022-05
Agent
- Author (aut): Aleksa, Katelyn
- Thesis director: Gray, Nancy
- Committee member: Bush, Leslie
- Contributor (ctb): Barrett, The Honors College
- Contributor (ctb): Department of Marketing
- Contributor (ctb): Dean, W.P. Carey School of Business