Emotional Marketing and Storytelling in Wedding Collection Branding

The article analyzes the application of emotional marketing and storytelling in the development and promotion of bridal collection brands. Emotional marketing generates narratives that awaken profound feelings and value-based associations, while storytelling constructs the collection’s image as a “character” with its own history and cultural context. The relevance of this topic is determined by widespread demand for a personalized experience and a deep affective bond with the brand in the selection of wedding items, where consumers prioritize symbolic and emotional motives over purely rational product attributes. The aim of the study is to examine the theoretical and methodological foundations, as well as practical aspects, of employing emotional marketing and storytelling tools to optimize branding strategies intended to enhance the brand equity of a bridal collection. To achieve this, descriptive and content analyses of academic publications and market data from the past five years were conducted, which made it possible to identify the main strategic directions and macrotrends in the use of emotional technologies in wedding collection marketing. The findings are of practical interest to marketers, brand managers, designers, and consumer behavior researchers, demonstrating that the integration of authentic, emotionally rich narratives into a brand’s communication architecture acts as a catalyst for a deep emotional connection with the audience, increases the perceived value of the offering, serves as a reliable predictor of purchase decisions, and promotes organic content dissemination and sustainable growth of market share.