VISUAL AND EMOTIONAL BRANDING: THE ROLE OF MASS PERSONALIZATION CAMPAIGNS IN BUILDING EMOTIONAL CONNECTION AND BRAND IMAGE

Abstract

This project explores how emotional and visual branding combined with personalization, neuromarketing and sensory strategies help brands create deeper connections with consumers. Through a qualitative analysis of literature and campaigns like Spotify Wrapped, Coca-Cola, Apple, Netflix and Nike, the study shows how design, storytelling and data foster loyalty and engagement. It also reflects on future branding trends and ethical challenges in the digital era.