Barrett

Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.

Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.

Displaying 1 - 2 of 2
Filtering by

Clear all filters

166150-Thumbnail Image.png

Not Just a Pretty Face; Designing a Resonant Agency Rebrand

Description
It takes 1/10 of a second to make an emotional impact on your audience. Once you do, customers are eight times more likely to trust your brand, seven times more likely to purchase more, and six times more likely to forgive a mistake. Audiences make deep connections with resonant brands,…

It takes 1/10 of a second to make an emotional impact on your audience. Once you do, customers are eight times more likely to trust your brand, seven times more likely to purchase more, and six times more likely to forgive a mistake. Audiences make deep connections with resonant brands, that is brands that build trust with and provide substantial value to their consumers. Brands that resonate with customers enjoy above average economic gains and business resilience superior to their competition because they rank higher in engaging and connecting with their audience, delivering products/services that matter to those who care, and creating brand loyalty in the form of repeat customers and brand advocates. While resonant brands exceed on both the trust-building and value-providing dimensions, there are also those brands that do not build trust with or provide little value to their consumers, making those brands transactional. Not striving to attain or maintain brand resonance risks not differentiating, becoming irrelevant, and providing transactional value, which can quickly be replaced by alternatives offering a better deal. To avoid from becoming transactional, this study seeks to uncover what elements make for a resonant brand and outline the steps to achieve brand resonance.
ContributorsSimmons, William (Author) / Gray, Nancy (Thesis director) / Mejía, Mauricio (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor)
Created2022-05
164966-Thumbnail Image.png

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…

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.
ContributorsAleksa, Katelyn (Author) / Gray, Nancy (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05