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Journal articles on the topic 'Artist branding and storytelling'

Author: Grafiati

Published: 25 November 2024

Last updated: 31 July 2025

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1

Usal, Gökhan. "PERSONAL BRANDING AND IDENTITY STRATEGIES OF MUSICIANS IN THE DIGITAL AGE." Turkish Online Journal of Design Art and Communication 15, no. 3 (2025): 924–38. https://doi.org/10.7456/tojdac.1674084.

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Within the dynamics of the digital age, this study examines the personal branding processes of musicians from a multidimensional perspective. The structural transformation of the traditional music industry, driven by digitalization, has necessitated that artists stand out not only with their artistic productions but also with their individual brand identities. Thanks to digital platforms and social media channels, musicians can reach their audience directly without the need for traditional production and distribution channels, enabling them to independently construct their identities. In this

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Mukherjee, Dhrubaa. "Singing-in-between spaces: Bhooter Bhabisyat and the music transcending class conflict." Studies in South Asian Film & Media 12, no. 1 (2021): 3–17. http://dx.doi.org/10.1386/safm_00034_1.

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This article analyses Bhooter Bhabisyat, a Bengali political horror satire, as a counter-narrative to Bengali cinema’s monocultural bhodrolok branding. The article argues that Bhooter Bhabisyat is radical in its refusal to follow hegemonic homogenizing musical styles classified into genres such as folk, popular, traditional and modern, which tend to be ethnocentric and class based with serious value judgments about the superiority of certain musical forms over others. Instead, Bhooter Bhabisyat uses a variety of distinct Bengali musical traditions to problematize the historic role of capitalis

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Silver, Larry. "Branding Baldung." Arts 10, no. 4 (2021): 70. http://dx.doi.org/10.3390/arts10040070.

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Hans Baldung (1484/85–1545) emerged as an artist under the shadow of Germany’s most famous contemporary artist, Albrecht Dürer (1471–1528), thus as a younger rival with considerable catching up to do. His time as a young artist with Dürer in Nuremberg (1503-ca. 1507) prompted Baldung to develop his own innovative imagery, even as it prepared him with the skills of later activity in drawings, woodcut prints, and, finally, paintings. Nuremberg also gave him his first contacts with prestigious patrons, local at first but also farther away, surely through Dürer’s well established network to nobili

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Shlemova, N. N. "Digital forms of representation of symbolic codes of Chelyabinsk." Urbis et Orbis Microhistory and Semiotics of the City 5, no. 1 (2025): 115–30. https://doi.org/10.34680/urbis-2025-5(1)-115-130.

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The article, based on the study of urban narratives of “genius loci”, identifies symbolic codes of the city, the generation and transmission of which emphasizes its uniqueness and affects the strengthening of the city's identity. The author's special attention is focused on considering the possibilities of new media and digital technologies in representing symbolic (cultural) codes of the city, expressed in the narratives of regional artists. The article describes the experience of creating digital projects in which, with the help of audiovisual means, an aestheticized reality is constructed t

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Shilina, Marina G., Maria Sokhn, and Julia Wirth. "VR-mediated storytelling of experience in destination branding: hybrid 4D transformations." RUDN Journal of Studies in Literature and Journalism 28, no. 1 (2023): 165–74. http://dx.doi.org/10.22363/2312-9220-2023-28-1-165-174.

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In COVID-19 era, destination branding faces the challenge of digitalization and virtual reality (VR) in particular. The fundamentals of VR-mediated storytelling in destination branding are in the process of being developed. There is a luck of research on immersive VR-mediated storytelling, scenarios, and messages in destination branding, especially realised with technologies of more complex - hybrid - immersivity (4D). The shift from 2D, 3D to 4D hybrid multisensory VR technologies is not only among the main technology developments - it provokes new research problems with VR-mediated destinati

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Belova, Alla. "Storytelling in advertising and branding." 22, no. 22 (August 2, 2021): 13–26. http://dx.doi.org/10.26565/2218-2926-2021-22-01.

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Information communication technologies accelerated numerous trends in the world including the shift to online communication and further content digitalization. Technological innovations reverberate throughout complex social and demographic trends which make a significant impact on business, international companies including. The article focuses on linguistic analysis of the current changes in advertising and branding, mainly in the fashion industry. COVID-19 pandemic with online communication and remote work contributed to further transformation of choice, preferences, and options as well as t

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Fadhli, Rahmat, Rosiana Nurwa Indah, Novi Widya, and Wulan Oktaviani. "STRATEGI PERPUSTAKAAN SEKOLAH DASAR DALAM MENGEMBANGKAN EMOTIONAL BRANDING MELALUI STORYTELLING." JMIE (Journal of Madrasah Ibtidaiyah Education) 4, no. 1 (2020): 68. http://dx.doi.org/10.32934/jmie.v4i1.172.

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Penelitian ini bertujuan untuk membahas bagaimana implementasi kegiatan storytelling di perpustakaan serta membahas bagaimana perpustakaan sekolah mengembangkan emotional branding melalui storytelling di SDN 035 Soka Bandung. Metode penelitian yang digunakan adalah kualitatif. Informan pada penelitian ini terdiri atas Kepala Perpustakaan, Pustakawan, Guru serta, Siswa. Metode Pengumpulan data yakni observasi, wawancara mendalam serta studi literatur. Teknik analisis data yakni reduksi data dengan koding, penyajian data dan penarikan kesimpulan. Hasil pada penelitian ini yakni implementasi kegi

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Nyagadza, Brighton, Ernest Kadembo, and Africa Makasi. "conceptual model of corporate storytelling for branding." Communicare: Journal for Communication Studies in Africa 39, no. 2 (2022): 25–48. http://dx.doi.org/10.36615/jcsa.v39i2.1519.

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The purpose of this conceptual paper is to ascertain the relationship between corporate storytellingfor branding and internal stakeholders’ perceptions of the corporate brand. The paucity of existingknowledge found in reviewing a variety of literature sources relating to corporate brand storytellingspurred the authors into carry out the research. The link between themes and elements of corporatestories for branding and strategies for impression management indicates that these elementsrelate to audiences’ perceptions of the corporate brand. From the literature review, there is a linkbetween ele

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Geetha, Dr V., Dr C. K. Gomathy, Mr S. Aravind, and V. Venkata Surya. "BRANDING AND MARKETING FOR STARTUPS." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 09 (2024): 1–6. http://dx.doi.org/10.55041/ijsrem37496.

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Building brand trust is crucial for any startup's success, but it holds particular importance for sustainable startups operating in an increasingly competitive and environmentally conscious marketplace. This study explores the effectiveness of storytelling as a branding and marketing tool for sustainable startups. We address the research gap by examining how narrative-driven communication strategies can foster trust and connection with target audiences who value environmental responsibility. Through a qualitative case study analysis, we examine the branding and marketing campaigns of three suc

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Priskila, Anastasya Mary, Ocvita Ardhiani, and Paujiatul Arifah. "PEMBENTUKAN PERSONAL BRANDING MELALUI STORY TELLING (STUDI PADA AKUN INSTAGRAM IVY WIJAYA)." BroadComm 6, no. 1 (2024): 13–24. http://dx.doi.org/10.53856/bcomm.v6i1.347.

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Penelitian ini bertujuan untuk melihat bagaimana pembentukan storytelling sebagai strategi personal branding di media sosial. Fokus penelitian ini adalah pada akun Instagram Ivy Wijaya, seorang content creator dan Co-Founder dari Ali Kopi. Menggunakan pendekatan Teori Transmedia penelitian ini menganalisis storytelling yang dijadikan sebuah strategi baru dalam membangun citra personal di platform Instagram. Metode kualitatif dan paradigma konstruktivisme digunakan dalam penelitian dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan utama adalah pemilik akun I

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Sudiwijaya, Erwan, Fajar Junaedi, and Mujono Mujono. "Designing Kapanewon Nanggulan Branding through Storytelling." Proceeding International Conference of Community Service 1, no. 2 (2023): 348–55. http://dx.doi.org/10.18196/iccs.v1i2.239.

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Abstract. Kapanewon Nanggulan is the sub-district capital in the Kulon Progo area of the Special Region of Yogyakarta (DIY), which has a lot of tourism potential, both natural tourism and culinary tourism, which, of course, offers excellent comfort for all tourists or visitors from outside the area. The problems found in Nanggulan are tourism actors in the Nanggulan area that have not been well coordinated. Nanggulan does not yet have a brand identity that can cover all tourism brands in the region. Natural tourism potential has not been positioned consistently. Therefore, the community serv

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Scolari, A. Carlos. "Transmedia branding: Brands, narrative worlds, and the mcwhopper peace agreement." Semiotica 2018, no. 224 (2018): 1–17. http://dx.doi.org/10.1515/sem-2016-0216.

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Abstract In recent years there has been much discussion about the links between brands and storytelling. This article briefly describes transmedia storytelling, reflects on some exemplary works to understand its cultural dynamics, and then focuses on one particular aspect: the development of transmedia strategies in branding. This article delves into that area where branding melts and recombines with storytelling, keeping an eye on transmedia worlds throughout. After presenting a semio-narratological analytical model the article applies the categories to Burger King’s successful and internatio

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Roxo, Filipa. "Transmedia Storytelling as a Potential Employer Branding Strategy." U.Porto Journal of Engineering 6, no. 1 (2020): 66–77. http://dx.doi.org/10.24840/2183-6493_006.001_0007.

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This article analyses talent attraction and recruitment processes considering the theory of convergence culture and its concepts of participatory culture, collective intelligence and transmedia storytelling. The aim is to understand the potential of transmedia storytelling in the recruitment process, in line with the technological and social changes of the world. A more detailed example of a Heineken campaign using transmedia storytelling is described, exploring how it could be seen as a way of attracting candidates and promoting the image of the company as an employer. We conclude that transm

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Soumen, Das. "The Impact of Motion Graphics in Modern Branding and Marketing." International Journal of Innovative Science and Research Technology (IJISRT) 9, no. 2 (2024): 3. https://doi.org/10.5281/zenodo.10700573.

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In today's competitive digital landscape, motion graphics have emerged as a pivotal tool for brands seeking to engage and captivate consumers effectively. This research paper delves into the multifaceted role of motion graphics in contemporary branding and marketing strategies. Drawing from scholarly literature, case studies, and practical insights, the paper explores how motion graphics facilitate visual storytelling, brand differentiation, and audience engagement. It examines strategies for effective visual communication, emphasizing storytelling techniques, visual consistency, and audience

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Shahrin, Muhamad, Rosni Ab Wahid, and Azizan Mohamed Isa. "Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand." European Journal of Business and Management Research 7, no. 3 (2022): 313–19. http://dx.doi.org/10.24018/ejbmr.2022.7.3.1458.

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Covid-19 pandemic had changed the dynamic of brand building landscape and social enterprise requires a new way to build their brand. This study contributes to the advent of digital brand storytelling in marketing and brand building. Digital brand storytelling originated from conventional storytelling methods, that combine all interactive elements such as text, audio, and images to communicate with the consumers. Storytelling has been an effective medium of human communication- to convey messages. What makes storytelling is so effective that storytelling engenders emotional response, enhancing

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Joshi, Rajshri Prakash, and Rajinder Singh. "The Power of Storytelling in Social Entrepreneurship Branding and Outreach." International Journal of Commerce Management and Business Law in International Research 2, no. 2 (2025): 4–12. https://doi.org/10.5281/zenodo.15394888.

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<strong><em>Abstract</em></strong> <em>In the evolving landscape of social entrepreneurship, storytelling has emerged as a powerful strategic tool for branding and outreach. Unlike traditional business models, social enterprises operate with a dual mission—generating both social impact and financial sustainability. Storytelling bridges this gap by humanizing the mission, building emotional connections, and effectively communicating the value proposition. This paper explores how storytelling enhances the visibility, credibility, and engagement of social ventures by transforming abstract c

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Lifani, Estrelita Irine, Maya Sekarwangi, and Siswanta Siswanta. "Membangun Personal Branding Sebagai Food Artist Dalam Konten Video." Development and Business Communications 1, no. 1 (2024): 1–15. https://doi.org/10.33061/dbc.v1i1.9050.

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Maraknya penggunaan media sosial tiktok yang sebelumnya hanya digunakan sebagai media untuk menghibur atau merekam diri kini penggunanya menjadikan fenomena baru yang bisa meluas menjadi alat komunikasi sarana mempresentasikan diri atau makna lainnya bisa disebut Personal branding. Peneliti mengambil Salah satu dari banyaknya content kreator memasak di Indonesia yang menggunakan media sosial tiktok sebagai sarana personal branding ialah Sarah Eka Aprilia atau akrab dipanggil Sarah Aprilia . Penelitian ini berjudul Membangun Personal branding sebagai Food Artist dalam Konten Video ( Studi pada

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Lifao Waruwu, Nitolonia Fernando, Natalie Amelia Lieputra, Christiana Yosevina, and Krishnamurti Murniardi. "Pengaruh Advertising Framing dan Character Type Konten Employer Branding terhadap Intention to Apply." Kajian Branding Indonesia 2, no. 1 (2020): 103–31. http://dx.doi.org/10.21632/kbi.2.1.103-131.

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Employer branding adalah bagian dari manajemen merek yang lebih menekankan proposisi nilai kepada calon karyawan dibanding konsumen. Tujuan employer branding adalah menarik calon karyawan untuk mau melamar kerja pada perusahaan. Employer branding dapat dikomunikasikan melalui beberapa kanal, misalnya, website dan media sosial. Konten komunikasinya juga beragam mulai dari video, gambar, audio, tulisan, maupun kombinasi beberapa elemen. Riset eksperimental 2x2 ini fokus pada konten employer branding berbentuk gambar dan tulisan yang dikomunikasikan melalui Instagram. Riset ini menguji pengaruh f

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Herskovitz, Stephen, and Malcolm Crystal. "The essential brand persona: storytelling and branding." Journal of Business Strategy 31, no. 3 (2010): 21–28. http://dx.doi.org/10.1108/02756661011036673.

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KESKIN, Halit, Ali Ekber AKGUN, Cemal ZEHIR, and Hayat AYAR. "TALES OF CITIES: CITY BRANDING THROUGH STORYTELLING." Journal of Global Strategic Management 1, no. 10 (2016): 31. http://dx.doi.org/10.20460/jgsm.20161022384.

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Fakhrurrozi, Achmad, Gunawan Susilo, and Yon Ade Lose Hermanto. "Perancangan Film Pendek Animasi Cakra–The Growing Hope untuk Mendukung Branding Universitas Negeri Malang." JoLLA: Journal of Language, Literature, and Arts 3, no. 9 (2023): 1262–80. http://dx.doi.org/10.17977/um064v3i92023p1262-1280.

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Universitas Negeri Malang saat ini sedang berkembang dengan pesat dan berhasil menjadi kampus unggul (Profil Universitas Negeri Malang) sehingga membutuhkan branding untuk lebih memperkuat identitasnya. Karena hal tersebut pada tahun 2019 Universitas Negeri Malang melalui Tim Branding & Promosi mulai memperkuat brandingnya dengan membuat program kerja jangka panjang mulai dari branding internal hingga eksternal. Salah satu program kerja tersebut diwujudkan melalui strategi storytelling & campaign. Media yang akan digunakan untuk strategi storytelling & campaign tersebut adalah shor

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Uloma Stella Nwabekee, Remilekun Enitan Dosumu, Abraham Ayodeji Abayomi, Oluwademilade Aderemi Agboola, and Jeffrey Chidera Ogeawuchi. "Systematic Review of Storytelling Analytics for Strengthening Brand Equity in Global Markets." International Journal of Scientific Research in Science and Technology 11, no. 5 (2024): 653–79. https://doi.org/10.32628/ijsrst52310374.

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This systematic review explores the role of storytelling analytics in enhancing brand equity across global markets. As digital transformation reshapes how brands engage with consumers, storytelling has emerged as a key strategy for building emotional connections and fostering brand loyalty. However, the integration of data analytics into storytelling practices is still an evolving field. This review synthesizes existing literature on storytelling analytics, focusing on how data-driven insights can optimize brand narratives, improve consumer engagement, and strengthen brand equity. By examining

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Hadi Prayitno, Eko, Rizki Taufik Rakhman, and Indro Moerdisuroso. "Photography Storytelling Sebagai Branding Desa Cisaat, Subang, Jawa Barat." VISUALIDEAS 3, no. 1 (2023): 57–64. http://dx.doi.org/10.33197/visualideas.vol3.iss1.2023.1114.

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Penelitian ini bertujuan untuk menggangkat cerita lokal menjadi bagian dari Branding desa wisata melalui eksplorasi photography storytelling. Penelitian Fakultas Bahasa dan Seni Universitas Negeri Jakarta bekerjasama dengan Desa Cisaat, Subang Jawa Barat untuk mewujudkan desa wisata edukasi. Kegiatan penelitian yang berjudul, Photography Storytelling sebagai branding desa Cisaat, Hal ini dilakukan berdasarkan analisis kebutuhan dan melalui observasi langsung serta wawancara dengan warga desa Cisaat. Hasil wawancara warga dari beberapa generasi mengumpulkan dan menuangkan cerita-cerita lokal ya

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Martinus, Handy, and Fachmi Chaniago. "Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project." Humaniora 8, no. 3 (2017): 201. http://dx.doi.org/10.21512/humaniora.v8i3.3678.

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The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive conten

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Yang, Kenneth C. C., and Yowei Kang. "Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising." Journal of Creative Communications 16, no. 1 (2021): 7–26. http://dx.doi.org/10.1177/0973258620984262.

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Storytelling video advertising has emerged as a cost-effective creative technique to engage consumers with an advertised brand. Unlike traditional television commercials and print ads, long-form video ads can persuade consumers with an authentic and engaging brand story to develop favourable branding outcomes. Using a structural equation model with SPSS Amos 25.0, we empirically tested the effects of narrative transportation evoked by video storytelling ads on brand sensory, intellectual, behavioural experience, brand love, and brand loyalty. Our findings support the relationships between ad-e

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Pramesti, Puji. "Storytelling in Digital Branding Through the Nuance of the English Language for Global Market Penetration." ATRABIS Jurnal Administrasi Bisnis (e-Journal) 11, no. 1 (2025): 83–90. https://doi.org/10.38204/atrabis.v11i1.2396.

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In the evolving landscape of global digital marketing, storytelling has emerged as a powerful strategy for building emotional connections between brands and consumers. This study explores how multinational companies utilize English-language storytelling to engage international audiences while balancing the demands of cultural localization and brand consistency. Through a qualitative content analysis of 30 storytelling artifacts from Nike, Dove, and Airbnb, the research examines the linguistic and narrative techniques employed across global and regional campaigns. Findings reveal that while Eng

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BEHRA., PRAGYANRANI. "Study on Impact of Marketing Strategy on Consumer of Amul Products." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04353.

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Abstract In today’s dynamic and highly competitive marketplace, emotional branding has emerged as a vital strategy for building meaningful consumer relationships. Unlike traditional marketing, which focuses primarily on functional benefits and features, emotional branding centers on evoking emotional responses, thereby fostering deeper brand loyalty and trust. This research investigates how brand storytelling, a powerful tool within emotional branding, influences consumer purchase decisions across different demographics and industries. The study adopts a mixed-methods approach, incorporating s

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Gbagbo, Divine Kwasi, and D. Rose Elder. "STORYTELLING SONGS OF THE ÈWÈ-DÒMÈ OF GHANA." African Music: Journal of the International Library of African Music 11, no. 1 (2019): 91–112. http://dx.doi.org/10.21504/amj.v11i1.2294.

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For the Central Èwè or Èwè-Dòmè people of Ghana’s Volta Region, storytelling is a vital practice used to transmit key lessons. For centuries the Èwè- Dòmè employed storytelling performances in initiation rites, war celebrations, wake-keeping, and praise singing to enrich the gathering by relaying important information, building group identity, and binding the community together with story, song, and dance. Storytellers and community participants point to the role that songs play within storytelling as cultural markers for the Èwè-Dòmè communities in the area around Ho, the Volta Region’s capit

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Fauziah, Ekky Ulfah, Yanti Setianti, and Yustikasari Yustikasari. "Personal Branding of Hana Madness as an Mental Disability Doodle Artist." JCommsci - Journal of Media and Communication Science 1, no. 3 (2019): 132. http://dx.doi.org/10.29303/jcommsci.v1i3.52.

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Nowadays, there are still many people who consider that people with mental disabilities are helpless and tends to endanger for the other. Lack of information and education for the community still causes a lot of negative stigma to emerge. Hana Madness, who is a doodle artist with a mental disability background named schizoaffective, then emerged and tried to change the stigma by doing personal branding. The purpose of this study was to find out how the Hana Madness figure then tried to do personal branding activities to change the stigma that still exists. The method used in this study is a ty

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CRIȘAN, Camelia, and Dumitru BORȚUN. "Digital Storytelling and Employer Branding. An Exploratory Connection." Management Dynamics in the Knowledge Economy 5, no. 2 (2017): 273–87. http://dx.doi.org/10.25019/mdke/5.2.06.

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Rahayu, Rr Ratna Amalia, Arifpermana Ratum, Sangid Gani Zaini, and Citra Fadillah. "Branding using Video Storytelling Approach: Bungbulang’s Village Identity." E3S Web of Conferences 388 (2023): 04041. http://dx.doi.org/10.1051/e3sconf/202338804041.

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The tourism sector is one of the most important aspects in its participation in building the economy of a country. Particularly in West Java, there are many places that can be developed, one of which is Bungbulang Village in Cianjur. However, Bungbulang Village faced many problems. Even though it has been declared a Tourism Village by the local government, it has not been known well by public. Some of the problems are the natural potential that has not been fully utilized, low education level, and below average economy. The pandemic causes a decrease in the level of visits to tourist areas. Wi

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Adona, Fitri, Yusnani Yusnani, and Sri Nita. "Implementation of Digital Marketing in Building Padang City Branding." Quantitative Economics and Management Studies 4, no. 1 (2023): 139–43. http://dx.doi.org/10.35877/454ri.qems1273.

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Competition between tourism marketers and tourists occurs on social media. As the Internet advances, travelers have begun to take on the role of content producers and have started uploading photos, videos, and travel comments – on Facebook, Instagram, Twitter, and YouTube –, and even making recommendations of sites or places visited and services received. 1) the purpose of the research (The purpose of this study is to examine how digital marketing is used as a promotional tool for city branding. City branding managers need to recognize the social working method of social media which is charact

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Suparno, Antoni. "Implementasi Citizen Public Relations Melalui Ekspresi Diri Instagram Dalam Membangun Brand Awareness Universitas Universal." Gunahumas 1, no. 1 (2020): 105–21. http://dx.doi.org/10.17509/ghm.v1i1.28382.

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ABSTRAK Penelitian ini bertujuan untuk memahami motif para mahasiswa membuat posting ekspresi diri yang identik dengan brand Universitas Universal (UVERS), memahami bagaimana ekspresi diri para mahasiswa tersebut membangun brand awareness Universitas Universal (UVERS), dan alasan para mahasiswa memilih Instagram untuk melakukan ekspresi diri. Penelitian kualitatif ini menggunakan metode Kualitatif Deskriptif dengan menerapkan teknik pengumpulan data focus group discussion (FGD), teknik wawancara, observasi, hingga pengumpulan data dokumen, visual, dan audio. Temuan yang didapatkan melalui pene

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Oghogho Osemwegie. "Cross-cultural narrative branding in global entertainment: Strategic communication for market penetration and retention." International Journal of Applied Research in Social Sciences 7, no. 3 (2025): 81–100. https://doi.org/10.51594/ijarss.v7i3.1819.

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The global entertainment industry is increasingly influenced by cross-cultural narrative branding, where storytelling serves as a strategic tool for market penetration and audience retention. In a rapidly evolving media landscape, entertainment brands must navigate cultural diversity while maintaining a coherent brand identity. Traditional marketing strategies often struggle to engage international audiences due to cultural disparities in values, aesthetics, and consumer behavior. As streaming platforms, gaming, and transmedia franchises expand globally, the ability to craft culturally adaptiv

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Taroreh, Stefen R. A., Makhfudi, Feyne Maria Kairupan, and Noldy Takaliuang. "Strategi Brand Positioning dalam Bisnis Digital: Literature Review." Jurnal Lentera: Penelitian dan Pengabdian Masyarakat 5, no. 2 (2024): 73–79. https://doi.org/10.57207/me0zna76.

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Konsumen di era informasi saat ini memiliki akses yang tidak terbatas terhadap informasi, dimana peran digital branding di zaman sekarang tidak bisa diabaikan, mengingat konsumen modern menghabiskan sebagian besar waktu mereka secara online. Penelitian ini bertujuan untuk mengeksplorasi dan mengidentifikasi tren terkini dalam strategi brand positioning yang relevan dengan konteks digital, berdasarkan penelitian-penelitian yang telah ada. Metode: Penelitian ini menggunakan model studi literatur. Penelitian ini menemukan bahwa Personalization at Scale dapat meningkatkan pendapatan dan efisiensi

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Amer, Afizan, Irwan Ibrahim, Hayyum Suleikha Selamat, Anas Afandi Ahmad Apandi, and Veera Pandiyan Sundram. "Neuromarketing and the Role of Emotions in Customer Retention for Startups: A Qualitative Study in Malaysia." International Journal of Research and Innovation in Social Science IX, no. V (2025): 842–56. https://doi.org/10.47772/ijriss.2025.90500069.

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This qualitative study explores the role of neuromarketing and emotional branding in enhancing customer retention for startups in Malaysia. In a competitive market where startups often struggle with limited resources and brand recognition, emotional connections emerge as a cost-effective strategy to foster loyalty. Grounded in Emotional Branding Theory (Lindstrom, 2005) and Neuromarketing Theory (Plassmann et al., 2012), the research examines how emotional stimuli—such as storytelling, visual design, and personalized interactions—influence neurological responses and drive retention outcomes li

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Grabska, Katarzyna. "Visual Storytelling about Genocide, Displacement, and Exile." Conflict and Society 8, no. 1 (2022): 192–211. http://dx.doi.org/10.3167/arcs.2022.080112.

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In this article, I examine encounters with an artist and his art: Cambodian exile filmmaker Rithy Panh. In his cinematographic and artwork, Rithy Panh comes to terms with his childhood, the death of his family, and the suffering of his people during the Khmer Rouge regime and the genocide in Cambodia. Conflict and displacement are themes usually approached by researchers using language-based methods, which do not give us fully adequate insights into the “felt and experienced” temporal/spatial aspects of conflict and displacement. I frame my discussion through the reflective interaction between

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Arendarska, Justyna. "Walka o wiarygodność. Narracje i storytelling w ukraińskiej komunikacji strategicznej." Zeszyty Prasoznawcze 66, no. 2 (254) (2023): 61–74. http://dx.doi.org/10.4467/22996362pz.23.016.17980.

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The article refers to the communications carried out by Ukraine’s official Instagram account (ukraine.ua). Until February 24, 2022, it served as the country’s branding tool to promote the country’s tourism assets. On the day the war escalated, the account did not suspend its activities, but instead changed its content and target audience, and became an element of Ukrainian strategic communications. At the same time, the Instagram profile continues to be a component for branding the Ukrainian state and society, even though crisis and wars tend to hinder the shaping of a country’s image in the i

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Herisya, Frazna Fadilla Agfalia. "Content Analysis of Storytelling Power in Luxury Branding in the Film Mrs. Harris Goes to Paris." Jurnal Indonesia Sosial Sains 6, no. 1 (2025): 238–53. https://doi.org/10.59141/jiss.v6i1.1591.

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This research examines the role of cinematic storytelling in building luxury brand identity, focusing on the film Mrs. Harris Goes to Paris and its depiction of the Dior brand. Using Kapferer and Bastien's Luxury Brand Identity Model, this research explores five key dimensions of luxury branding: exclusivity, craftsmanship, dream factor, symbolic value, and cultural dimension. Through a qualitative content analysis of key scenes, dialogue, and visual elements, the study found that the storytelling in the film effectively highlighted Dior's aspirations and exclusivity, despite criticisms of aut

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Mucundorfeanu, Meda. "The Key Role of Storytelling in the Branding Process." Journal of Media Research 11, no. 1 (30) (2018): 42–54. http://dx.doi.org/10.24193/jmr.30.3.

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Hudak, Kasey Clawson. "Resident stories and digital storytelling for participatory place branding." Place Branding and Public Diplomacy 15, no. 2 (2019): 97–108. http://dx.doi.org/10.1057/s41254-019-00117-7.

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Lund, Niels Frederik, Scott A. Cohen, and Caroline Scarles. "The power of social media storytelling in destination branding." Journal of Destination Marketing & Management 8 (June 2018): 271–80. http://dx.doi.org/10.1016/j.jdmm.2017.05.003.

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Munawaroh, Nuril Aullia, Diana Ambarwati, Rangga Sa'dillah S.A.P, and Moh Ilham. "Developing a Community-Based Digital Branding Ecosystem for Kampung Keren Tourism at Sumber Banteng, Kediri." Soeropati: Journal of Community Service 7, no. 2 (2025): 173–90. https://doi.org/10.35891/js.v7i2.6271.

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This community service project aims to enhance the digital promotion of Kampung KEREN Sumber Banteng, Kediri, a high-potential tourism village with low digital visibility. Key challenges include unintegrated digital channels, a lack of structured storytelling, and limited capacity in content management. The program implements a community-based digital branding ecosystem by integrating platforms like Instagram, Website, Google Maps, WhatsApp Business, and Linktree. Using a participatory approach, local tourism actors (Pokdarwis and UMKM) were involved in planning, training, and implementation.

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Nurulisma Saputri and Kuswidyaningrum N.J. "Upaya Peningkatan Personal Branding Bagi Anggota Tiara Kusuma DPC Kota Semarang." ABDI KARYA : Pengabdian Kepada Masyarakat 2, no. 1 (2025): 121–26. https://doi.org/10.69697/abdikarya.v2i1.198.

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Tiara Kusuma is the Indonesian Association of Estheticians and Salon Entrepreneurs as well as a forum for Indonesian Estheticians and Salon Entrepreneurs. Its members are spread throughout Indonesia and have branches in each region. Tiara kusuma DPC Semarang city is a gathering place for beauticians. In routine events, activities not only gather but also share knowledge with each other. Work in the field of beauty is in great demand, especially as a makeup artist. Personal branding is a knowledge that a makeup artist needs to know to form his own product image. One of the media for effective p

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Anisa Diniati, Lusy Mukhlisiana, and Moch Armien Syifaa. "WORKSHOP KONTEN STORYTELLING BAGI UMKM DALAM MENGOPTIMALKAN MEDIA SOSIAL." JP2N : Jurnal Pengembangan Dan Pengabdian Nusantara 1, no. 3 (2024): 189–98. http://dx.doi.org/10.62180/1edd9009.

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Era 5.0 mendorong para pelaku usaha untuk dapat memanfaatkan teknologi dalam membantu aktivitasnya, salah satunya pemasaran. Namun masih banyak kendala yang harus dihadapi para pelaku usaha untuk dapat beradaptasi dengan teknologi, seperti mengelola media sosial. Banyak pelaku UMKM yang belum dapat mengelola media digital dengan baik sebagai media pemasaran. Kendalanya ada pada kurangnya pemahaman dalam mengoperasikan media sosial. Penggunaan media sosial sebagai media pemasaran tidak hanya sekedar mengikuti tren yang sedang berkembang. Belum ada pengelolaan yang khusus dalam membangun pola ko

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Sjöholm, Jenny, and Cecilia Pasquinelli. "Artist brand building: towards a spatial perspective." Arts Marketing: An International Journal 4, no. 1/2 (2014): 10–24. http://dx.doi.org/10.1108/am-10-2013-0018.

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Purpose – The purpose of this paper is to analyse how contemporary artists construct and position their “person brands” and reflects on the extent to which artist brand building results from strategic brand management. Design/methodology/approach – A conceptual framework proposes a spatial perspective on artist brand building to reach an analytical insight into the case of visual artists in London. The empirical analysis is qualitative, based on serial and in-depth interviews, complemented by participant observations. Findings – Artist brand building relies on the creation and continuous redef

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Salas, Alexis. "Queer Latinx Bodies and AIDS: Joey Terrill’s “Still Here” and “Once Upon A Time”." Arts 13, no. 4 (2024): 133. http://dx.doi.org/10.3390/arts13040133.

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Through two interviews conducted two years apart, the author and artist Joey Terrill offer an intimate historical trajectory rooted in the singular voice of the artist through the discussion of artworks in the exhibitions “Joey Terrill: Still Here” and “Joey Terrill: Once Upon A Time: Paintings, 1981–2015”. The method of storytelling, interview, and art representation chronicles the artist’s emotional, intellectual, and embodied experience of illness, queerness, and resistance as an HIV-positive queer Chicano.

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Alegro, Tjaša, and Maja Turnšek. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos." Sustainability 13, no. 1 (2020): 139. http://dx.doi.org/10.3390/su13010139.

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Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples reall

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Aufani, Nabil Achmad, Nurjamilatul Muhairira, Ariny Tamamul Minnah, Diskan Firzan Nadia Fatiq, and Samsul Susilawati. "Branding BRANDING MANAGEMENT: MEMBENTUK TALENTA UNGGUL MELALUI KESISWAAN MADRASAH IBTIDAIYAH." Ar-Risalah Media Keislaman Pendidikan dan Hukum Islam 23, no. 1 (2025): 107. https://doi.org/10.69552/ar-risalah.v23i1.2850.

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Branding is a strategic instrument in building the reputation and quality of the institution. MI Islamiyah Malang, as an Islamic educational institution, has great potential in strengthening branding. This study uses a qualitative approach with observation, interview, and documentation data collection techniques, and uses the data analysis of the Miles and Huberman model including data reduction, data presentation, conclusion/verification, data wetness using triangulation of sources and methods. The results of the study show that branding is developed through student management and the formati

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Patel, Anushka. "The Effectiveness of Brand Storytelling: A Case Study of Indian Startup Zomato." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50487.

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Abstract Brand storytelling has emerged as a key strategy for digital-native brands to foster emotional connection and competitive differentiation. This research evaluates the storytelling effectiveness of Zomato-an Indian food-tech startup known for its witty, emotionally resonant campaigns. Using a mixed-method approach, including content analysis of 800+ social media posts, consumer surveys (N=500), and expert interviews (N=5), the study finds that Zomato's storytelling significantly enhances brand recall, emotional engagement, and retention. Humour, cultural references, and pandemic-era em

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