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Academic literature on the topic 'Brand Storytelling'

Author: Grafiati

Published: 4 June 2021

Last updated: 30 May 2022

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Journal articles on the topic "Brand Storytelling"

Fauziah, Fairuz Nisa, and Ira Fachira. "The Evaluation of Digital Brand Storytelling Implementation in Local Brand." European Journal of Business and Management Research 6, no. 4 (August 25, 2021): 344–49. http://dx.doi.org/10.24018/ejbmr.2021.6.4.1030.

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In the digital era, where there are so many choices of brands, each brand must have good communication skills with its audience. One strategy that is now widely applied in various brands is the brand storytelling technique. Telling stories on social media is not just writing or just uploading content but must interact with the audience. Now, every brand must survive with good customer engagement with its consumers to be sustainable. Every brand certainly has a meaningful story that is shared with its audience through various strategies. Therefore, every brand must recognize and evaluate the brand storytelling strategy that has been implemented. Through brand storytelling, consumers will become part of the brand and engage for a long time. Implementation of brand storytelling needs to pay attention to the performance of the content marketing and how to arrange the elements of the signature stories in the strategy. The result of this study are solutions that can be applied to strengthen brand storytelling on Sewderhana Goods.

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Grębosz-Krawczyk, Magdalena. "Consumer storytelling as an element of word-of-mouth communication of nostalgic brands: evidence from Poland." Innovative Marketing 16, no. 3 (August 11, 2020): 74–84. http://dx.doi.org/10.21511/im.16(3).2020.07.

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Nowadays, brand storytelling is an important element of successful brand management on the business-to-consumer market. Based on brand storytelling, consumers create their own brand stories. Therefore, consumer storytelling becomes an essential component of word-of-mouth communication. The objective of the paper is to evaluate the possibility of using consumer storytelling as an element of word-of-mouth communication of nostalgic brands. The results of the empirical studies concerning 24 international and Polish, generational and transgenerational nostalgic brands, conducted among 1,000 Polish consumers, are presented. The research is based on a personal interview technique, an online survey technique and a focus group interview. Research results confirm that nostalgic brands – that reflect personal history – generate stories more often than their non-nostalgic counterparts. Consumer storytelling is more common among older respondents. Consumers create stories about nostalgic brands and are happy to share them. Given the strength of consumer storytelling, it is worth encouraging consumers to share stories about the brand that can be an important element of word-of-mouth communication. AcknowledgementThe research project was funded by the National Science Centre (project Opus 9, No. 2015/17/B/HS4/00945, “Nostalgia in brand management”) for the period 2016–2020.

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Sousa, Vânia. "Storytelling and retromarketing: strengthening brand communication." Redmarka. Revista de Marketing Aplicado 25, no. 2 (December 14, 2021): 44–62. http://dx.doi.org/10.17979/redma.2021.25.2.8752.

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Brands are becoming more aware of the importance of adding value to their products through storytelling. The aim of this article is to raise awareness of the power of storytelling and retromarketing to enhance the effectiveness of brand communication strategies and increase customer loyalty. The study consisted of an analysis of the chemicals produced in the brain during the telling of different types of stories and their influence on consumer behaviours, and of brand archetypes, based on the work of Carl Jung in this area. The study also conducted a review of experiments that demonstrate the economic value of storytelling and retromarketing narratives. The results show that storytelling and retromarketing enhance brand uniqueness and create a deeper, more genuine relationship between companies and customers. This emotional connection may be achieved when storytelling is targeted at a specific audience as part of a larger marketing strategy.

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Dhote, Tripti, and Vishal Kumar. "Long-duration Storytelling: Study of Factors Influencing Retention Ability of Brands." Journal of Creative Communications 14, no. 1 (March 2019): 31–53. http://dx.doi.org/10.1177/0973258618822871.

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In the current cluttered context, delivering brand communication competently to the intended target audience is a big challenge. Given the multiple options available in terms of brands and channels, creating the right impact is a tough call. One format which has emerged in recent times is long-duration storytelling. As a creative strategy, the format is gaining an immense prominence primarily due to its potential to hold audiences and leave an enduring impact on their minds. The trend also shows that brands embracing storytelling are moving beyond the traditional 30- and 45-s duration, resorting to longer formats of more than 60 s. Though there is some research on the ability of brand elements and other factors like culture and family influencing customer attitudes through storytelling, marketers also try to influence behaviour by adding elements of storytelling that demand realism, conciseness, reversal, humour and personal relevance. Yet, despite recent advances, there is limited research on long-format storytelling beyond 60 s. This study aims at investigating factors that can influence the retention ability of brands in commercials above 60 s. The outcome is significant from a practical perspective as it endeavours to assist brand and media practitioners in leveraging the factors that truly matter for enhancing the efficacy of long-duration storytelling above 60 s.

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Kao, Danny Tengti. "The impact of envy on brand preference: brand storytelling and psychological distance as moderators." Journal of Product & Brand Management 28, no. 4 (July 15, 2019): 515–28. http://dx.doi.org/10.1108/jpbm-08-2018-2004.

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Purpose While envy has been widely explored in psychology literature, theoretical understanding of the effects of envy on consumers’ emotional responses to brands is promising but under explored. Therefore, this study aims to apply cases of envy and psychological distance to consumers to examine whether the style of brand storytelling can moderate brand preference. Design/methodology/approach Three experimental studies were conducted to test the hypotheses. Experiment 1 investigated the effect of envy on consumer evaluations of an advocated brand, through viewing a series of advertisements that varied in brand storytelling styles. A total of 104 working students were randomly assigned to a 2 (brand storytelling: underdog vs top dog) single factorial design. Experiment 2 investigates the effect of envy on consumer evaluations of the advocated brand through viewing advertisements that varied in psychological distance. A total of 108 working students were randomly assigned to a 2 (psychological distance: proximal vs distant) single factorial design. Experiment 3 investigated the effect of envy on evaluations of the brand through viewing advertisements that varied in brand storytelling style and psychological distance. A total of 208 working students were randomly assigned to a 2 (underdog vs top dog) × 2 (proximal vs distant psychological distance) between-subject factorial design. Findings Results demonstrate that for consumers experiencing benign and malicious envy, advertisements characterized by brand storytelling (underdog vs top dog) and psychological distance (proximal vs distant) will elicit differential brand preferences. Originality/value This research takes up the call to address the limited attention given to envy in the context of brand advertising. Specifically, this research aims to explore how consumer envy influences brand preference and the role of moderating effects such as brand storytelling and psychological distance in this context.

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Lee, Yong-Jae. "Pasteur Brand Storytelling Campaign." Journal of the Korea Contents Association 11, no. 8 (August 28, 2011): 142–49. http://dx.doi.org/10.5392/jkca.2011.11.8.142.

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Fadilla, Atria Nuraini, and Patra Aditia. "STORYTELLING DALAM KEMASAN KOPI JANJI JIWA." ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia 8, no. 01 (April 16, 2022): 1–9. http://dx.doi.org/10.33633/andharupa.v8i01.4154.

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AbstrakIndonesia merupakan salah satu negara penghasil dan pengkonsumsi kopi terbesar di dunia. Salah satu brand yang berhasil menguasai pasar kopi di Indonesia adalah kopi Janji Jiwa. Janji Jiwa mengetahui pentingnya membangun sebuah brand image. Salah satu pendekatan kreatif yang dilakukan oleh Janji jiwa adalah dengan storytelling yang diperkuat juga dengan copywriting dan tipografi. Lewat teknik pengumpulan data melalui observasi, studi literatur, dan wawancara mendalam terhadap sejumlah informan, yang kemudian dikaitkan dengan teori semiotika, maka hasil penelitian ini menunjukkan bahwa storytelling memperkuat brand image kopi Janji Jiwa dengan memberi kesan bahwa Janji Jiwa dimitoskan dengan peristiwa-peristiwa keseharian, seperti misalnya; pertemuan dengan sahabat, masa-masa kurang beruntung, ataupun perselisihan dengan rekan kerja. Selain itu, makna yang terbentuk dari konten kreatif kopi Janji Jiwa adalah mitos tentang teks-teks yang dapat mengisi waktu luang, punya kemampuan untuk menimbulkan pikiran yang reflektif, punya pendekatan yang baik dan ramah, serta niat yang tulus. Kata kunci: brand image, kopi janji jiwa, semiotik, storytelling AbstractIndonesia is one of the largest coffee producers and consumers in the world. One of the brands that has succeeded in dominating coffee market in Indonesia is Janji Jiwa Coffee. Janji Jiwa knows the importance of building a brand image. One of the creative approaches used by Janji Jiwa is storytelling which is also reinforced by copywriting and typography. Data collection techniques were gathered through observation, literature study, and in-depth interviews with several informants, which linked to semiotic theory. The results of this study indicate that storytelling strengthens the brand image of Janji Jiwa coffee by giving the impression that Janji Jiwa is associated with daily events, for example, meetings with friends, unfortunate moments, or disputes with coworkers. In addition, the meaning of content creative development of Janji Jiwa coffee is a myth about texts that can fill spare time, have the ability to generate reflective thoughts, have a kind and friendly approach, and have sincere intentions. Keywords: brand image, storytelling, semiotics, janji jiwa coffee

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Choi, Soow-A, Hwang Yun-yong, and JUNG HYOSUN. "The Effect of Brand Storytelling in Brand Reputation." Journal of Distribution Science 12, no. 4 (April 2014): 55–63. http://dx.doi.org/10.15722/jds.12.4.201404.55.

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Choi, Soow-A., Hyo-Sun Jung, and Yoon-Yong Hwang. "The Effect of Brand Storytelling in Brand Reputation." Journal of Distribution Science 12, no. 4 (April 30, 2014): 55–63. http://dx.doi.org/10.13106/jds.2014.vol12.no4.55.

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Delgado-Ballester, E., and E. Fernández-Sabiote. "“Once upon a brand”: Storytelling practices by Spanish brands." Spanish Journal of Marketing - ESIC 20, no. 2 (September 2016): 115–31. http://dx.doi.org/10.1016/j.sjme.2016.06.001.

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Dissertations / Theses on the topic "Brand Storytelling"

Ekebring, Klara, and Mellqvist Catarina. "Luxury Brands’ Storytelling on Social Media." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387692.

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Title: Luxury Brands’ Storytelling on Social Media Date of Submission: 29th of May 2019 Authors: Klara Ekebring, Catarina Mellqvist Supervisor: Leon Caesarius Course: 2FE840, Master Thesis, 30 ECTS Purpose: The purpose of this thesis is to explore how luxury brands are communicating through brand storytelling on social media. Hence, this study is conducted from the perspective of luxury brands with the aim to provide academic and managerial indications of how luxury brands perceive storytelling of luxury value on social media platforms. Methodology: This thesis performs qualitative research and utilises an abductive research strategy in order to conduct exploratory research. Data is collected through the use of both primary and secondary data sources. The primary data collection is made by the implementation of semistructured interviews that are formed and analysed through a thematic method of analysis and the satisfying principle. The secondary data is collected through observation of social media accounts of the brands taking part in this study. Empirical findings: The data collected present features on social media that the brands are recognising when communicating through storytelling on the platforms. By informing followers about the brand by telling stories, emotions, mental connections and meaning are established. Further, the interaction that is supported on social media platforms is considered by the luxury brands and influences the role followers to have in the communication process. Conclusions: The present study has found indications that the luxury values’ brands communicate through storytelling remains unchanged and how luxury values are told through stories are adjusted to the context of social media platforms. This suggests that luxury brands communicate their luxury value through storytelling on social media platforms by recognising the features of the context and the interaction, which is argued to be fundamentally supported on the platforms. Hence, elevating the role followers have in the communication process.

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Bylund, Jonas, Andreas Enqvist, and Björn Ögren. "Design genom storytelling." Thesis, Konstfack, Industridesign, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:konstfack:diva-863.

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Vår övertygelse är att en av de viktigaste budbärarna för ett företags identitet är produkterna och att ett långsiktigt varumärkesbyggande sker genom att knyta emotionella band mellan konsumenterna och varumärket. Detta handlar främst om vad konsumenten upplever när produkterna används. Vår målsättning var att bättre kunna förstå helheten runt användarupplevelsen och branding och därigenom skapa bättre verktyg för detta i vår designprocess. Målet var att komma fram till slutsatser kring hur vi som designer kan angripa dessa frågor på ett kreativt sätt. En stor del av vårt arbete har behandlat området branding i förhållande till design, men vi har även berört vissa områden som psykologi, innovation samt kreativa arbetsprocesser.
Årets examensarbete 2005, Idesignpriset.se. Frimurarordens stipendie 2005.

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Fröberg, Malin, and Sofie Sundin. "Once upon a time : En studie om storytelling som marknadsföringsverktyg." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-219772.

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Berättelser har sedan urminnes tider fängslat och fascinerat människor men idag är berättelsen inte bara ett sätt att förmedla sagor och fabler utan sker även inom företag och organisationer. Kraften i berättelser har under de senaste decennierna börjat användas inom företagsvärlden för att förmedla berättelser om företag och varumärken. Detta sätt att använda berättelser har kommit att kallas storytelling och är en populär strategi inom marknadsföring idag. Storytelling har blivit ett allt viktigare inslag i marknadsföring hos företag inom livsmedelsbranschen då konkurrensen från inhemska och utländska varumärken har ökat i samband med Sveriges inträde i EU. Syftet med uppsatsen är att ur ett företagsperspektiv undersöka hur företag använder storytelling i sin marknadsföring för att stärka sitt varumärke. Studien är också ett försök att upprätthålla ett analysverktyg utifrån de teoretiska begreppen brand identity, brand heritage och core & extended identity för att teoretisera begreppet storytelling och hur det används i marknadsföring av varumärken. Resultatet påvisar att stortyelling används i marknadsföringen för att uttrycka vilka företagen är men också berätta den historia som ligger bakom varumärket samt de värderingar och budskap som varumärket vill förmedla. Studien indikerar att det framtagna analysverktyget kan vara ett möjligt sätt att teoretisera och förklara hur företag kan arbeta med storytelling i sin marknadsföring, då den empiriska undersökningen visar att de valda teoretiska begreppen är tydliga inslag i samtliga företags arbete med storytelling.

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Sheri, Sindi, and Byron Traoudas. "Video Brand Storytelling, The Rise of Content Marketing : A qualitative study exploring the antecedents of brand perceptions." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69395.

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Purpose: The purpose of this study is to explore video brand storytelling’s affect on the antecedents of brand perceptions. Design/Methodology/Approach: This study has a qualitative and an exploratory nature. The data collection method is in-depth semi-structured interviews. The authors conducted a pre-study in order to gain more knowledge about the topic , and enhance the operationalization for the main data collection method. Findings: The study concludes that video brand storytelling and its elements affect all the brand perceptions’ antecedents. Video brand storytelling is proved to be a powerful tool in content marketing since it can positively affect, even when consumers' perceptions towards the story are negative. A new antecedent of brand perceptions is proposed. Furthermore, a new element of video brand storytelling is also created. This study goes even deeper by connecting each of the elements of brand storytelling to the brand perceptions’ antecedents. Managerial and Theoretical contribution: This paper can be of great value to marketers and practitioners, since they will get suggestions about video brand storytelling’s use, in order to affect consumers as intended. The theoretical contributions of this study are also of great value since videos, brand storytelling and brand perceptions were never researched in the same context. New concepts and a new model are created, which can be a basis for future research. Quality: To add quality and validity to this study the authors include detailed processes through all the paper and provide thick descriptions and explanations.

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Bengtsson, Sandra, and Elena Zanders. "Storytelling och varumärkesuppbyggande - Ett perfekt partnerskap?" Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5085.

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Problemformulering: Vilken betydelse har marknadsföringsinriktad corporate storytelling för varumärkesuppbyggande i företag inom den svenska textil och konfektionsbranschen?

Syfte: Uppsatsens syfte är att förklara vilken betydelse marknadsföringsinriktad storytelling kan ha vid varumärkesuppbyggande för företag inom textil och konfektionsbranschen. Syftet är att förklara hur storytelling, som ett verktyg, kan användas för att bygga ett starkt varumärke hos företag samt ge branschspecifika rekommendationer för hur storytelling kan användas effektivt.

Metod: Studien har en kvalitativ forskningsansats med ett deduktivt angreppssätt där ett fallföretag, Fjällräven, intervjuats inom ämnet. Fallföretaget arbetar aktivt med marknadsinriktad storytelling.

Teoretiskt perspektiv: Teoriavsnittet inleds med en beskrivning av varumärkesuppbyggande där varumärkesidentitet och varumärkeskapital beskrivs mer ingående. Därefter redogörs det hur storytelling används som strategiskt verktyg.

Empiriskt perspektiv: I empirin redogörs den djupintervju som genomfördes med fallföretaget.

Slutsats: Studien visar att storytelling har en stor betydelse för varumärkesuppbyggande inom textil- och konfektionsbranschen.

Question: What meaning have marketing concentrated corporate storytelling to brand building in companies within the Swedish textile- and garment industry?

Purpose: The purpose of the study is to explain what meaning marketing concentrated storytelling could have to companies within the Swedish textile and garment industry when building a brand. The purpose is to explain how storytelling, as a tool, can be used to build a strong brand and to give business specific recommendations how to use storytelling as an effective tool.

Method: Writing the paper we have used a qualitative research method where we interviewed one Swedish company, Fjällräven. The company is active using storytelling externally.

Theoretical framework: We initiate the theoretical section by describing brand building and more deeply brand identity and brand equity. The theoretical framework analyzes how storytelling can be used as a strategic tool.

Empirical framework: The empirical framework presents the outcome of the interview with the case company.

Conclusion: The study has shown that storytelling is a powerful and important tool in brand building within the Swedish textile- and garment industry.

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Pykälistö, Jonathan, and Alexander Fahlstad. "Branding strategy through storytelling in marketing : The other side of the story." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43829.

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Background - What a company wants to communicate is today more correlated to their core values and within storytelling it is no exception. Storytelling is the art of using a story in focus in televised commercials and the products are used in the peripheral. Storytelling in televised commercials can create positive association and experience towards the brand and therefore increase the value. A pre-study was done to find suitable brands to continue the study with. The selected brands were Volvo Cars, IKEA and H&M since they were seen to be using storytelling and were high-valued brands in the Swedish product-oriented segment. Purpose - The purpose of this thesis is to examine brand identity through storytelling. This is exemplified by Swedish product-oriented companies. More specific, to investigate the coherence with consumers’ brand image and existing gaps. The companies that will be covered in this study are Volvo Cars and IKEA, whereas H&M did not meet the requirements for further analysis in this thesis. Method - To conduct this study, a qualitative research method was adapted. The research was done with a philosophical mindset of interpretivism with an inductive research approach. The data for the empirical chapter was collected by a qualitative multi-method where the first set of primary data came from a content analysis of commercials. The second set of data came from semi-structured interviews. The sampled respondents were chosen to match the companies’ target segments. It was handled as a multiple case-study where each company was their own case. The data was later analyzed through the Brand Identity Prism and its six facets for both the companies’ brand identity and consumers brand image. Results and Conclusion - The results in this thesis showed that the brand identity of the analyzed companies using storytelling were overall coherent with the brand image consumers had of them. Some gaps occurred for the brands, however not within the same facets of the Brand Identity Prism. Due to this no general conclusion could be drawn specifically for Swedish product-oriented companies. Overall, the researchers concluded that the use of storytelling could both develop and reduce gaps, depending on how it is done. Developing storytelling based on a clear brand persona and the core values of the specific brand would help companies to reduce gaps. Practical Implications - This thesis is providing useful information to managers and business leaders by showing how they can compare and analyze the coherence of brand identity and brand image when using storytelling as a branding strategy. Furthermore, the researchers give insights for how to manage and reduce gaps between brand identity and brand image.

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Hållén, Mikaela, and Emilia Klang. "Livet som ett varumärke : En studie kring det personliga varumärket och synen på att vara sin egen marknadsförare." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-24331.

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This study deals with branding at an individual level and aims to explore what a personal brand means, what benefits that’s obtained by actively working with a personal brand, as well as the strategies and methods used in the development of it. It has also meant a restriction in choice of interviewees made to informants who are familiar with and active in the personal branding process in their daily life. The essay is based on a qualitative research approach; six people working in various occupations were interviewed by a desire to generate information from different perspectives. The result shows that a personal brand is all about credibility, authenticity, and the image you present to others. The study shows that the personal brand can be a competitive advantage to other job seekers.

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Jonasson, Jennifer, and Carolina Levinsson. "Storytelling hos hjälporganisationer : en växande bransch." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23953.

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Det finns i dagens samhälle en uppåtgående trend när det kommer till att ta socialt ansvar – hos såväl privatpersoner som organisationer. Att agera hållbart är sålunda ett omtalat ämne som debatteras nu mer än någonsin tidigare. Ett sätt att agera hållbart är att konsumera second hand. Andrahandsförsäljningen har till följd av samhällets diskussioner ökat drastiskt under de senaste åren. I och med att second hand-branschen är aktuell är branschen i sig av intressantkaraktär. Vi har sålunda valt att studera branschen utifrån teorier kring storytelling. Det finns i dagsläget inte mycket tidigare forskning kring storytelling kopplat till just second hand och välgörenhet – vilket ökar denna studies relevans. Forskning inom detta område kan således bidra med ökad förståelse och kunskap inom ett fält som än så länge inte har applicerats i vidareutsträckning. Studiens framtagna kunskap kan exempelvis användas för branschens förståelseför hur de med hjälp av att bygga en stabil röd tråd kring sina berättelser kan bygga sittvarumärke. Uppsatsens huvudsakliga syfte är att undersöka tre verksamma hjälporganisationer i Göteborgsområdet – Erikshjälpen, Reningsborg och Myrorna – som samtliga har en secondhand-butik vars mål är att göra världen en aning bättre. Studien undersöker dessa trehjälporganisationer ur ett storytellingperspektiv för att dels se huruvida deras berättelser på olika varumärkeskontaktpunkter är koherenta eller inte, dels för att jämföra skillnader och likheter mellan de olika hjälporganisationerna. Frågeställningarna som ställdes var: 1. Vilket innehåll och berättelser kommunicerar hjälporganisationerna ut och är dessa koherenta? 2. Vad finns det för likheter respektive skillnader hos hjälporganisationerna i deras kommunicerade innehåll? För att svara på studiens frågeställning har studien antagit en kvalitativ ansats där det genomförts tre fallstudier med ett komparativt inslag. Studien inleddes med en mer omfattandeobservation i vardera butik där butiken granskades utifrån förutbestämda teman. Observationer har även genomförts online på organisationernas hemsidor samt sociala medier för att få enklarare bild över organisationernas kommunicerade innehåll. Sedermera genomfördes tvåintervjuer hos vardera organisation – en intervju med en högre anställd, till exempel en butikschef, samt en medarbetare. Målet med studien var att få en tydlig bild över vilket innehåll de olika organisationerna väljer att kommunicera ut och hur de resonerar kring studiens frågor. Studiens empiri indikerar att det finns en betydelse av att ha en stark koherent berättelse kring varumärket då det ökar organisationens trovärdighet och transparens. Genom att inneha en tydlig kommunikation kring organisationens mål och även till exempel vart pengarna går tillför olika ändamål underlättar detta för organisationens medarbetare då det finns en tendens att kunderna vill ta del av denna information. Gällande studiens tre studieobjekt har samtliga en koherent berättelse, men med en viss skillnad över hur berättelsen förstärker varumärket eller inte. Studien indikerar även att det finns flera likheter samt skillnader mellan de olika organisationerna. Erikshjälpen och Reningsborg upplevs vara mer lika då de både arbetar på ett likartat sätt. Myrorna särskiljer sig till stor del både i arbetssätt men även i vilket innehåll de väljer att kommunicera ut.
In society, today there is an upward trend when it comes to taking a bigger social responsibility for both private individuals and organisations. Acting sustainably is a hot topic that is being debated more than ever before, and one way to act sustainably is to consume second hand products. Second hand sales have increased dramatically in recent years as a result of community discussions about the environment. As the second-hand industry is more than ever current the industry itself is of interesting character. Thus, we have chosen to study the industry based on theories of storytelling. There is currently very little previous research on storytelling linked to just second-hand products and charity which increases the relevance of this study. Research in this area could contribute to increasing the understanding and knowledge in a field that has so far not been widely applied. The study's acquired knowledge can, for example, be used for the industry's understanding of how they can build their brand by building a stable red thread around their stories. The main purpose of the thesis is to investigate three active aid organisations in the Gothenburg area - Erikshjälpen, Reningsborg and Myrorna - all of which opened second hand shops whose main aim were to make the world a little better, thereby benefitting everyone. The study examines these three aid organisations from a storytelling perspective to see whether their stories from different brand contact points are coherent, understandable and feasible if put into use and partly to compare the differences and any similarities between the different aid organisations. This essay will be written in Swedish and the questions this study examines are: 1. What content and stories do the aid organisations communicate and are they coherent? 2. What are the similarities and differences of the aid organisations in their communicated content? In answering the study's questions, the study has adopted a qualitative approach where three case studies with a comparative element have been carried out. The study began with a more comprehensive observation, where each store’s examination was based on pre-determined themes. Online observations were also conducted on the organisations websites and social media to gain a clearer picture of the organisations communication content. Subsequently, two interviews were conducted with each organisation - an interview was held with a high positioned employee, i.e. a store manager and also an employee. The aim of the study was to obtain a comprehensive overview over what type of content the organisations choose to communicate, and how they resonate with the research questions. The study's results indicate that it is very important to have a strong, coherent story built around the brand as it increases the organisation's credibility, benefits and transparency by having clear communications about the organisation's goals and also where the money is spent for various purposes. This helps the organisation's employees and customers to recognise their credibility and sends a clear-cut message as there is a tendency for customers wanting to share this information. Regarding the three organisations they all have a coherent story, but with some differences over how the story increase the brand value or not. The study also indicates that there are several similarities and differences between the different organisations. Erikshjälpen and Reningsborg are perceived to be more similar as they both work in a similar way whereas Myrorna differ to a great extent both in the way they work but also in what content they choose to communicate.

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Erkas, Eivor, and Jennifer Baron. "The Importance of Storytelling in Today's Business : A case study." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-189.

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Summary

This thesis discusses the possibility for PERSONEC to use storytelling as a strategic communicative concept in its marketing to mediate the brand identity of its organisation. In the search for this, we have chosen to describe the concept of brand identity and storytelling as a draft for the construction of the brand.

We have then analysed how storytelling can be applied, and already is, at PERSONEC and also presented some recommendations about how storytelling could be developed by PERSONEC.

In this thesis we investigate how PERSONEC communicates and manages its brand identity through the implementation of storytelling. Our main problem is: How can PERSONEC use storytelling as a concept to communicate its brand identity both internally and externally? This in turn involves two sub questions, namely: What is the brand identity of PERSONEC? And: What is storytelling as a concept and how can it be employed at PERSONEC?

Data collection has been performed using a qualitative method. In order to find out about brand identity and storytelling, primary data has been gathered through interviews with key personnel at PERSONEC. Secondary data consists of results of surveys on public awareness of the PERSONEC image as well as results from customer satisfaction survey on PERSONEC. The findings have been analysed based on diverse theories on brand and storytelling. Our thesis has in the beginning an explorative approach which at the end results in a conclusive description.

Theories, mainly from Aaker (1996) and Kapferer (2003) have been used to investigate the brand identity of PERSONEC. In accordance with their theories, the identity can describe the reality of the organisation and can be a tool to create a unitary illustration of the organisation, to be communicated internally and externally. In our results we have found that PERSONEC is symbolised by knowledge in personnel-, payroll- and financial management in the Nordic region with an experienced and diversified staff.

Based on theoretical and empirical material about storytelling we have found key issues of the notion of storytelling. These involve discussions about the concept of storytelling, its area of application and how stories should be structured and also which aspects are important for this process. We consider storytelling as a concept to structure the communication of an organisation both internally and externally. The stories can act as a bridge between the organisation and the outside world and can also simplify description and communication of complex processes and concepts. In order to differentiate itself PERSONEC should continue to use storytelling to communicate its core values in a more emotional and engaging way.

Stories reveal. Stories motivate. Stories bind individuals into teams. Stories create solutions.

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Gwatiringa, Tsitsi. "An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/7533.

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Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.

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Books on the topic "Brand Storytelling"

Kniazeva, Maria, and Mark Gagnon. Brand Storytelling. 2455 Teller Road, Thousand Oaks California 91320: SAGE Publications, Inc., 2021. http://dx.doi.org/10.4135/9781071864128.

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Moin, S. M. A. Brand Storytelling in the Digital Age. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7.

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Christian, Budtz, and Yakaboylu Baris, eds. Storytelling: Branding in practice. Berlin: Springer, 2005.

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1961-, Arruda William, and Alba Jason, eds. Storytelling about your brand online & offline: A compelling guide to discovering your story. Cupertino, CA: Happy About, 2010.

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M, Megehee C., and Ogle A, eds. Perspectives on cross-cultural, ethnographic, brand image, storytelling, unconcious needs, and hospitality guest research. Bingley, UK: Emerald, 2009.

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Legendary brands: Unleashing the power of storytelling to create a winning marketing strategy. Chicago: Dearborn Trade Pub., 2002.

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Mathews, Ryan. What's your story?: Storytelling to move markets, audiences, people, and brands. Upper Saddle River, N.J: FT Press, 2008.

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Mathews, Ryan. What's your story?: Storytelling to move markets, audiences, people, and brands. Upper Saddle River, N.J: FT Press, 2008.

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Unique: Telling your story in the age of brands and social media. Ventura, Calif: From Gospel Light, 2012.

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Ann, Robertson Sarah, and Slobod Jeanne Lamar, eds. Three strands in the braid: A guide for enablers of learning. 3rd ed. San Anselmo, Calif: Tribe of Two Press, 1994.

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Book chapters on the topic "Brand Storytelling"

Beer, Sonja. "Storytelling statt Zeigefinger." In Brand the Future, 35–47. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-05765-7_4.

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Moin, S. M. A. "Conclusion: The Future of Storytelling." In Brand Storytelling in the Digital Age, 89–96. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_6.

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John, C. Frederic. "The Story of a Company or Brand." In Storytelling and Market Research, 155–67. New York: Routledge, 2021. http://dx.doi.org/10.4324/9781003202516-9.

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Moin, S. M. A. "Storytelling for Minds: Neuroscience’s Approaches to Branding." In Brand Storytelling in the Digital Age, 41–51. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_3.

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Adlmaier-Herbst, Dieter Georg. "Digital Brand Storytelling – Geschichten am digitalen Lagerfeuer?" In Marke und digitale Medien, 243–63. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-27908-0_14.

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Herbst, Dieter Georg. "Digital Brand Storytelling – Geschichten am digitalen Lagerfeuer?" In Marke und digitale Medien, 223–41. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-03298-2_13.

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Moin, S. M. A. "Introduction: The Ancient Art of Storytelling and the Language of Marketing." In Brand Storytelling in the Digital Age, 1–17. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_1.

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Moin, S. M. A. "Brand Storytelling: A Review of the Interdisciplinary Literature." In Brand Storytelling in the Digital Age, 19–39. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_2.

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Moin, S. M. A. "Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age." In Brand Storytelling in the Digital Age, 53–68. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_4.

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Moin, S. M. A. "Character and Plot: Narrative Structure and the Art of Archetype Enactment." In Brand Storytelling in the Digital Age, 69–87. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_5.

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Conference papers on the topic "Brand Storytelling"

Pérez-Sánchez, Mónica, Javier Casanoves-Boix, and Anabel Flores-Meza. "DIGITAL STORYTELLING, CREATING BRAND COMMUNITY WITH HIGHER EDUCATION STUDENTS." In 15th International Technology, Education and Development Conference. IATED, 2021. http://dx.doi.org/10.21125/inted.2021.1319.

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An, Heejin, and Minjung Park. "THE ROLE OF NARRATIVE TRANSPORTATION AND STYLE OF PROCESSING IN LUXURY BRAND STORYTELLING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.04.02.

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Anastasya, Angelia, Nurhalizah binti Misjedi, Maria Josephine Gunawan, Mingaung Leo, and Hetty Karunia Tunjungsari. "The Impact of Storytelling Marketing on Brand Equity and Purchase Decisions on Shopee During Pandemic Covid-19." In 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220404.332.

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Reports on the topic "Brand Storytelling"

Lim, Heejin, and Michelle Childs. Brand Storytelling on Instagram: How Do Pictures Travel to Millennial Consumers' Minds? Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1386.

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