Siuyi Wong, WendyBacic, Marija Linda2020-08-112020-08-112020-042020-08-11http://hdl.handle.net/10315/37718The ability to form emotional connections with consumers has become an essential way to support brand equity. Emotional connections are essential as they help define memorable brand experiences. This thesis addresses the following question: How can an emotion-mapping tool effectively facilitate designers and marketers ability to identify emotions as a way to emphasize a target emotion in the creative brief? Through an interactive brainstorming workshop, this research tests a proposed emotion-mapping tool. During the workshop, participants were presented with a speculative brand scenario, target personas and specific design objectives. This research contributes to marketing and design disciplines through an examination of how the emotion-mapping tool can be used to enhance workshop outcomes and provide preliminary evidence that this tool can benefit the creative development process.Author owns copyright, except where explicitly noted. Please contact the author directly with licensing requests.DesignElectronic Thesis or Dissertation2020-08-11brand equityemotion-mappingtarget emotionmarketing communicationcreative briefdesign processdesign thinkingconsumer engagementcreative development