Analysis of Jellycat Emotional Marketing Strategy and Branding

Xiran Ye

2025

Abstract

In contemporary society, with the improvement of material living standards and the transformation and upgrading of consumer attitudes, consumers are paying more and more attention to the acquisition of emotional value on the basis of meeting functional needs. Fierce market competition has prompted emotional marketing to gradually become the core strategy for brands to build differentiated competitive advantages. The article takes Jellycat brand as an example, and conducts an in-depth investigation on the use and effectiveness of emotional marketing on branding. By analyzing Jellycat's market positioning, product design and emotional marketing strategy, as well as its brand strategy, the article reveals the company's success in the “healing economy” environment. The results of the study show that emotional marketing can significantly increase consumers' brand awareness, favoritism and loyalty, and also provide valuable lessons for other brands. In the age of experience economy, emotional resonance can be integrated into the whole process of product development, brand communication and user operation, which can effectively strengthen the emotional memory of consumers, and then be transformed into a lasting competitive advantage in the market.

Paper Citation

in Harvard Style

Ye X. (2025). Analysis of Jellycat Emotional Marketing Strategy and Branding. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 69-75. DOI: 10.5220/0013832800004719

in Bibtex Style

@conference{iceml25,
author={Xiran Ye},
title={Analysis of Jellycat Emotional Marketing Strategy and Branding},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={69-75},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013832800004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Analysis of Jellycat Emotional Marketing Strategy and Branding
SN - 978-989-758-775-7
AU - Ye X.
PY - 2025
SP - 69
EP - 75
DO - 10.5220/0013832800004719
PB - SciTePress