Brand Management Driven by Artificial Intelligence

Abstract

This academic research explores the intersection of Artificial Intelligence (AI) and Brand Management within the dynamic landscape of contemporary business. After establishing a contextual foundation for the concepts of Branding and AI, an extensive literature review investigates the application of AI in Brand Management. The analysis encompasses a comprehensive examination of the benefits, limitations, and risks associated with deploying AI across various phases of marketing, exploring the manager’s implications and diverse tools tailored to enhance a brand's competitive position in the market and consumer perception. The existing literature predominantly focuses on the application of AI in understanding and engaging consumers, prompting the identification of a research gap. In response, this thesis proposes a novel perspective by delving into the application of AI in shaping the identity process. The project aims to analyse corporate and brand communication text styles using AI tools, with the objective of assigning distinct personalities to each brand or content. These personalities align with the 16 MBTI personalities, based on Jung's theory of psychological types, providing a nuanced understanding of brand perception. The primary goal of the project is to offer a valuable tool for Brands to determine their perceived personality, enabling alignment with the desired brand identity and image. This alignment serves as a foundation for Brand Management Strategies. By identifying the initial personality and the target personality, companies can structure their actions strategically, creating a cohesive and resonant brand narrative that enhances brand equity in the minds of consumers. The findings from this research contribute to a deeper understanding of AI's role in Brand Management, providing actionable insights for businesses considering the complexities of the contemporary business landscape