TRANSITIONING FROM A HARDCORE TECHNO PRODUCT BRAND INTO EMOTIONAL EQUITY: A CASE STUDY ON KELANI CABLES BRAND [TN]

Research Project Title TRANSITIONING FROM A HARDCORE TECHNO PRODUCT BRAND INTO EMOTIONAL EQUITY: A CASE STUDY ON KELANI CABLES BRAND Purpose of the Research This research aims to investigate the strategic brand transformation of Kelani Cables, a legacy industrial manufacturer in Sri Lanka, as it transitioned from a technology-focused brand to one that commands strong emotional equity. Traditionally perceived as a provider of high-quality, technical products, Kelani Cables embarked on a brand repositioning journey to associate its identity with trust, safety, family, and national pride, encapsulated in the brand promise, “Safety Forever.” The project explores how an industrial brand can adopt consumer-centric branding strategies, integrate emotional advertising, and embed brand citizenship behavior to enhance both market positioning and stakeholder loyalty. Research Objectives Analyze the brand transformation process of Kelani Cables using the Customer-Based Brand Equity (CBBE) model. Evaluate the effectiveness of emotional advertising and through-the-line (TTL) strategies in reshaping public perception of an industrial product. Examine how workforce engagement and internal brand advocacy contribute to brand equity. Investigate the role of brand citizenship behavior in internal brand alignment and employee motivation. Assess the strategic use of influencer marketing, CSR, and digital storytelling in building brand trust and emotional connection. Methodology This study employs a qualitative, case-based approach, supported by: Brand equity theory (Aaker and Keller), Advertising and marketing communication frameworks, Internal branding and organizational behavior theory. Primary analysis centers on the teaching note, supplemented by secondary literature, brand communication content, and academic resources on brand transformation in industrial contexts. Key Themes Emotional Branding in B2B and B2C contexts Workforce-Driven Brand Advocacy Strategic Brand Repositioning Safety and Trust as Emotional Anchors TTL Advertising Integration (digital + traditional) Internal Brand Culture and Brand Citizenship Behavior Expected Outcomes A framework for transitioning industrial brands from functional to emotional equity. Case-based insights on how brand citizenship and employee advocacy can powerfully support brand repositioning. Best practices for TTL advertising strategies in emerging markets, especially for legacy manufacturers. A contextual understanding of emotional branding within Sri Lankan industrial and cultural settings. Recommendations for similar firms seeking to differentiate in commoditized markets through emotional appeal and internal alignment. Academic and Practical Relevance This research contributes to both theoretical knowledge and applied branding strategy. It is especially valuable for: Marketing and brand management educators Industrial and manufacturing firms undergoing brand repositioning Brand consultants working in emerging economies Policymakers and CSR strategists aiming to integrate emotional narratives into national industries By studying Kelani Cables’ transformation, this research highlights how industrial brands can emotionally engage customers without compromising on their technological identity, thereby achieving sustainable brand equity and market leadership.