Factors of Emotional Branding That Determine the Choice of a Russian-Made Film

Student: Polina Dubrenskaya

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

This paper represents a research work that will describe the process of defining a film as an emotional brand. The study will explore why consumers choose certain films and how the emotional aspect influences this choice. Based on the literature study and deep analysis including the study of the Russian and foreign markets, as well as examples of successful creation of a film as a brand. A list of recommendations will be developed so it could be used in the further development of cinema promotion on the Russian market. The relevance of the study is explained by the departure of a large number of foreign film companies and the increasing release of Russian cinema.

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