AI AND BRAND DEVELOPMENT: A COMPARATIVE STUDY OF ARTIFICIAL INTELLIGENCE AND TRADITIONAL BRANDING APPROACHES

Maksoud, Mr. George (2026) AI AND BRAND DEVELOPMENT: A COMPARATIVE STUDY OF ARTIFICIAL INTELLIGENCE AND TRADITIONAL BRANDING APPROACHES. BA/BSc, Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar).

PDF GeorgeM_Thesis_2026.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP-kről nyitható meg Download (2MB)

Absztrakt (kivonat)

This thesis investigates how Artificial Intelligence (AI) is reshaping brand development in comparison to traditional branding methods, with specific attention to consumer engagement, brand authenticity, and strategic impact. The research explores whether AI-driven branding simply optimizes existing practices or represents a fundamental shift in marketing communication. A mixed-method approach was employed. Qualitative insights were collected through interviews with marketing professionals from multinational companies, while a quantitative survey involving 48 participants assessed consumer perceptions of AI in branding. This dual methodology enabled both managerial and consumer perspectives to be analyzed. The findings reveal a hybrid branding environment in which AI enhances personalization, efficiency, and real-time interaction, whereas traditional branding excels in emotional storytelling, symbolic value, and long-term trust. Expert viewpoints highlighted the potential of AI to scale brand messaging and predict consumer needs but also raised concerns regarding ethical transparency and data use. Survey results confirmed that while consumers welcome AI-enabled personalization, they remain cautious about privacy and prefer brands that combine innovation with genuine communication. The NBA case study illustrated how AI tools can strengthen fan engagement without undermining brand identity. Overall, the study concludes that the most effective branding strategy is not a choice between tradition and technology, but a synergy of both. Success lies in combining AI-driven insights with authentic, human-centered design. This research contributes to the growing field of AI branding by offering a comparative framework and underscoring the need for ethical, emotionally intelligent brand communication in the digital era.

Angol cím

AI AND BRAND DEVELOPMENT: A COMPARATIVE STUDY OF ARTIFICIAL INTELLIGENCE AND TRADITIONAL BRANDING APPROACHES

Intézmény

Soproni Egyetem

Kar

Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar)

Tanszékcsoport/intézet

LKK - Közgazdasági és Nemzetközi Kapcsolatok Intézet

Szak

LKK - Nemzetközi gazdálkodás alapszak angol nyelven (BA)

Témavezető(k)

Helyi kari azonosító

LKK-A-2026-20

Mű típusa:	Szakdolgozat
Felhasználói azonosító szám (ID):	George Maksoud
Dátum:	21 Júl 2026 13:41
Utolsó módosítás:	21 Júl 2026 13:41
URI:	http://diploma.uni-sopron.hu/id/eprint/16779

Actions (login required)

Tétel nézet