Thèses sur le sujet « Brand Storytelling »

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Iconic brand is a new topic in the field of branding that has started to attract researchers’ attentions; yet, it is still mostly discussed in the non-academic field. Brand community is also an evolving topic in marketing. These two new concepts are the focuses of this research. The main subject of this research is to explore the componential factors of iconic brand and brand community and the influences of the former ones on the latter ones. Even though there are few books and articles related to iconic brand, so far no quantitative research has been conducted. Thus, in this study, quantitative method is used to explore the componential factors of iconic brand. The same method is applied to brand community as well to explore the impacts of iconic brand on brand community. This research also accounts for a fact that cultural differences of the three countries (Sweden, Taiwan, and Vietnam) may affect respondents’ perceptions on the factors of iconic brand and brand community, as well as the impact levels between them. This study starts with examining the relevant literatures of branding, iconic brand, brand community, and cultural aspects of branding. Then, the hypotheses and research model are proposed based on theories. Questionnaires are distributed to Swedish, Taiwanese, and Vietnamese respondents in accordance with convenience sampling and snowball sampling. A total collection of 486 accepted questionnaires (which includes 171 questionnaires from Sweden, 163 ones from Taiwan, and 152 ones from Vietnam) is coded and analyzed by using SPSS and AMOS. Factor Analysis (EFA and CFA) and Cronbach’s Alpha are used to test the measurement reliability and consistency. Together with them, other statistical techniques, such as ANOVA and SEM (Structural Equation Modeling) are employed to test the proposed hypotheses. Semi-structured interviews are then conducted, based on the results of quantitative analysis, with six dynamic consumers from the three countries to explore further the cultural differences for the topic in Sweden, Taiwan, and Vietnam. The results show that iconic brand has three componential factors: brand personality, brand myth, and brand storytelling, while brand community has two factors: brand loyalty and emotional attachment to brand community. Also, the findings reveal that brand personality has the most positive impacts on brand loyalty while brand storytelling has the lowest positive impact on brand loyalty. Other impacts of iconic brand’s factors on brand community’s factors are positively moderate. Furthermore, both quantitative and qualitative results confirm the hypotheses of cultural differences in respondents’ perceptions (in the three countries) on iconic brand’s factors, brand community’s factors, and the positive impact levels between them.

Background: In order for marketers, brands and companies to be successful in the advertising environment the stress for well developed content and messages is a necessity. To have a competitive advantage it is all about the attention a advertisements gain by the audience and the public eye. Storytelling advertising is a marketing tool that during the past years have been highly recognized due to its effective and powerful ways to make market changes and branding. Stories can mediate various heightened emotions that could trigger and evoke emotional responses with the audience. Since companies all over the world spend hundreds of billions each year on marketing, it is important for marketing managers to understand how the advertisements affect the consumers in order for them to make decisions that are cost efficient and affect the consumers in the way they are intended.  However, this research focus on the effect of two specific emotions when applied to video storytelling advertisements. Humoristic and dramatic. Purpose: The purpose of this study is to extend the understanding of the effect of video storytelling advertisements on consumers’ attitude towards the brand. Methodology: A quantitative research was applied to collect the data using a online questionnaire in order to further analyze and describe the relationship between the different variables. Conclusion: The findings of this research suggests that video advertisements positively influence the consumers´attitude towards the brand. It also suggest that that the attitude towards humorous advertisement not only is affected by the affective and cognitive dimensions, it is also affected by the demographics of the viewer. This indicates that humor is perceived differently by different individuals which needs to be taken into consideration when it comes to marketing communication. Also, findings indicate that the attitude towards the brand is affected positively if the advertisement is seen as a story by the viewer, which shows that storytelling is an efficient approach to use within marketing communication.

I den här kandidatuppsatsen undersöks storytelling som kommunikationsform på Volvo Personvagnar. Studien presenterar organisationsberättelser som karaktäriserar företaget samt dess funktioner och betydelser. Vidare lyfter studien fram storytelling som verktyg för att påverka en publiks uppfattningar. Inspiration till ämnet inhämtas från nutida forskare och storytelling relateras till kommunikativa uttryck och meningsskapande.

Studiens empiri består av intervjuer av anställda på Volvo samt pr-konsulter med inblick i företaget. Empirin innefattar även en semiotisk analys av reklamannonser. Målsättningen är att svara på studiens övergripande problem: Hur arbetar Volvo Personvagnar med storytelling som kommunikationsform för att skapa relationer med sina kunder?

Resultatet av studien visar på hur man förhåller sig till storytelling på Volvo, vad man berättar om sig själv samt hur man vill påverka kundernas uppfattning av varumärket. Berättelserna som analyseras i studien beskriver volvoandan, volvokunden, företagsidentiteten och Volvos vilja att förändra varumärket. Vidare analyseras Ycc-projektet, ett initiativ där man aktivt arbetade för att skapa uppmärksamhet och påverka kundernas uppfattningar av varumärket.

Slutligen sätts organisationsberättelserna i ett vidare perspektiv där deras trovärdighet och betydelse diskuteras. Studien argumenterar för vikten av att förvalta de värderingar som man tror på och som man vill att andra ska förknippa med organisationen. Vidare diskuteras den problematik som kan uppstå när man som Volvo vill förändra sitt varumärke.

 

 

Introduction: In recent years there has been a large increase in the number of microbreweries on the Swedish market. The development has been the opposite compared to what contemporary scientists and economic analysts predicted. The big breweries responded to the success of the microbreweries by offering their own specialty beer, however, without much success. To study the microbreweries from a marketing point of view are therefore of much interest. Purpose: This study intends to contribute to the literature on microbreweries by examining the increase of microbreweries from a marketing point of view. The study will focus on how the microbreweries have chosen to position themselves and identify how they communicate their brand. Theory: The theoretical framework underlying this study consists of an examination of how companies can enter the market and how they can distinguish themselves from competitors. Method: To fulfill the purpose of this study, a method triangulation has been applied. The empirical data were collected using two types of content analysis and through a multiple case study. The empirical data consisted of information from the communication channels used by the microbreweries as well as trend reports from the food industry. Conclusion: The results of the study show that the most common strategy for a company to position themselves on the market is through focus. The result is based on the importance of the place where the brewery was located in terms of how they communicated their brand and how their beer was distributed. By expressing their brand and values in terms of actions and transparency, it is considered to have contributed to the success of the microbreweries in establishing themselves on the market

В роботі розглядається концепція бренд-сторітелінгу як інструменту комунікації з аудиторією. Демонструються результати дослідження лінгвістично-перекладацьких аспектів бренд-історій. Аналіз структури бренд-сторітелінгу дав можливість виявити закономірність, згідно якої будь-яка бренд-історія дотримується класичного сценарію. Спочатку − вступна частина з описом ситуації і подій. Після – основна частина і заключна. Після критичного аналізу ілюстративного матеріалу наукової роботи було встановлено, що лінгвістичні особливості бренд-сторітелінгу підпорядковані його комунікативній та прагматичній меті – їхнє основне завдання полягає у впливі на читача. Було зазначено, що для брендів типічним є використання простих речень, не ускладнених однорідними членами речення. У такий спосіб автори дають можливість аудиторії з легкістю сприймати та аналізувати інформацію, яку вони надають, схиляючи читача до дій. Згідно до нашого дослідження, основним завданням перекладача є досягнення семантичної еквівалентності вихідного тексту та тексту перекладу. Для досягнення цієї мети перекладач повинен використовувати перекладацькі трансформації. Проблематика перекладу не може зводитись до механічної заміни тексту однією мовою текстом іншою мовою, тобто до примітивного перекодування на рівні значення одиниць мови.
В работе рассматривается концепция бренд-сторителинга как инструмента коммуникации с аудиторией. Демонстрируются результаты исследования лингвистически-переводческих аспектов бренд-историй. Анализ структуры бренд-сторителинга позволил выявить закономерность, согласно которой любая бренд-история придерживается классического сценария. Сначала – вводная часть с описанием ситуации и событий. После – основная часть и заключительная. После критического анализа иллюстративного материала научной работы было установлено, что лингвистические особенности бренд-сторителинга подчинены его коммуникативным и прагматическим целям – их основная задача заключается в воздействии на читателя. Было отмечено, что для брендов типично использование простых предложений, не усложненных однородными членами предложения. Таким образом, авторы дают возможность аудитории с легкостью воспринимать и анализировать информацию, которую они предоставляют, склоняя читателя к действиям. Согласно нашему исследованию, основной задачей переводчика является достижение семантической эквивалентности исходного текста и перевода. Для достижения этой цели переводчик должен использовать переводческие трансформации. Проблематика перевода не может сводиться к механической замене текста одним языком на другой язык, то есть к примитивному перекодированию на уровне значения единиц языка.
The paper examines the concept of brand storytelling as a tool for communication with the audience. The results of research into the linguistic and translation aspects of brand storytelling are demonstrated. An analysis of the structure of brand storytelling has revealed a pattern whereby any brand story follows a classic script. First there is an introductory part describing the situation and events. This is followed by the main part and the final part. After a critical analysis of the illustrative material of the research paper, it was revealed that the linguistic features of brand storytelling are subordinated to its communicative and pragmatic objectives - their main task is to influence the reader. It was indicated that the use of simple sentences, uncomplicated by homogeneous sentence members, is typical for brand storytelling. In this way, the authors enable the audience to easily perceive and analyse the information they provide, inducing the reader to take action. According to our research, the translator's main task is to achieve semantic equivalence between the source text and the translation. In order to achieve this goal, the translator must use translation transformations. The problematic of translation cannot be limited to the mechanical replacement of one language text by another language, i.e. to the primitive decoding at the level of the meaning of language units.

Este trabajo busca analizar el uso de los elementos emocionales del storytelling asociados al atributo del producto para reforzar la identidad de marca de Ford. Sabemos que, en el Perú, la oferta en automóviles es muy grande, por lo que cada marca intenta comunicar diferentes cosas sobre sus productos, desde aspectos tangibles de un automóvil, hasta tratar de darle una personalidad a cada uno. También sabemos que la elección de un producto como este es muy complicada, por lo que las marcas deben optar por comunicar de cierta forma que atraiga al consumidor y logre reforzar su imagen de marca. Es por eso que el storytelling se convierte en la mejor opción. Para este trabajo queremos saber si realmente la asociación entre el storytelling y los atributos del producto refuerzan la imagen de marca. Es por esto que, en primer lugar, analizaremos los conceptos de cada uno de los términos a estudiar. Comenzaremos con atributo del producto y seguiremos con storytelling, branded content e imagen de marca. De la misma forma, analizaremos el porqué de la elección de la marca y el modelo Ford Raptor en la investigación. Por último, a través de un trabajo de campo, estudiando a los miembros de nuestro público objetivo y profesionales relacionados al caso y a la marca, llegaremos a descubrir si la asociación del storytelling y de los atributos del producto refuerzan la imagen de la marca Ford.
This work seeks to analyze the use of the emotional elements of storytelling associated with the product attribute to reinforce Ford's brand identity. We know that, in Peru, the offer in cars is very large, so each brand tries to communicate different things about its products, from tangible aspects of a car, to trying to give each one a personality. We also know that choosing a product like this is no longer very complicated, so brands must choose to communicate in a way that attracts the consumer and manages to reinforce their brand image. That is why storytelling becomes the best option. For this work we want to know if the association between storytelling and product attributes really reinforces the brand image, in this case of Ford. This is why, in the first place, we will analyze the concepts of each of the terms to be studied. We will start with the product attribute and continue with storytelling, branded content and brand image. In the same way, we will analyze the reason for the choice of the Ford Raptor make and model in the investigation. Finally, through fieldwork, studying the members of our target audience and professionals related to the case and the brand, we will discover if the association of storytelling and product attributes reinforces the image of the Ford brand.
Trabajo de investigación

Abstract A useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees. Purpose The purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding. Methodology The authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees. Conclusion The conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it’s easier for the employees to understand. Boomerang seems to understand the importance of working with images and texts to develop an understanding of the brand and the corporate story they represent. It can be concluded that the informal internal sources have greater impact on the employees, this may be because the informal internal sources is put more in context to their work, rather the more formal internal sources. There is a need for better balance in the use of corporate storytelling, between the sources and what is stated in the information. Keywords: Branding, Employee branding, Corporate storytelling, Formal internal messages, Informal internal messages, Psychological contract, Brand commitment.

Corporate storytelling is what happens when brands are telling their stakeholders stories. These stories can carry a vast array of messages, but in many cases, theyare just stories. Stories of founders, stories of people in the history of a company, stories of the heritage that a particular brand carries and has carried for centuries. We have decided to focus this thesis on brand heritage. Additionally, we have includedbrand utility, brand consistency and brand credibility.The main purpose of this thesis is to examine the effects of brandheritage, brand utility, brandconsistency andbrandcredibility on the dimensions of consumer-based brand equity. In order to fulfill this purpose, brand equity is conceptualised by four fundamental dimensions;brand associations, brand awareness, brand loyalty and perceived quality (Aaker, 1991).When reviewing previous research, we discovereda research gap when it comes to storytelling in a corporate marketing context. There havebeen previous studies conducted, but none of them with a quantitative approach. Further, there has never been any research conducted with brand heritage,brand utility, brandconsistency, brand credibility, brand associations, brand awareness, brand loyalty and perceived quality in the same context. And certainly not within the framework of corporate storytelling. The main population of respondents in our study consisted of residents in Umeå Municipality with a majority being female and between 21 and 50 years of age. The respondentswere asked to answer questions measuring their perceptionsof IKEAsbrand equity, brand heritage, brand consistency and brand credibility. The questionnaire was distributed in two groups on Facebook with an aggregated amount of about 15 000 members. The total number of respondents landed on 144 people and these answers were further analysed by using Cronbach’s alpha, descriptive statistics, Pearson’s correlationand multiple regression analyses.When assessing the results in our study,we could determinefrom our regression analyses that the constructs brand heritage, brand utility and brand credibility had a positive effect on brand associations. We could also conclude that brand utility had a positive effect on brand loyalty andperceived quality. We further determined that corporate storytelling, anchored in theory, should be emphasising heritage while delivering utility to the intended audience in a credible way. As for our practical recommendations, we advise practitioners of brand management to clearly identify and state their brand heritage by searching for stories internally, conduct surveys to identify the perceived utilities being held by their consumers and finally make efforts for being credible in all promises of quality delivery.

Mestrado em Marketing
No âmbito deste Trabalho Final de Mestrado (TFM), será desenvolvido um Plano de comunicação Integrada de Marketing. O estudo da marca, Tricots Brancal, tem por objetivo devolver à mesma a notoriedade de outros tempos, junto do seu público-alvo. A marca Tricots Brancal, conta com uma fábrica na Covilhã onde também se localiza o armazém, 23 lojas de Norte a Sul do país, bem como presença noutras lojas parceiras (Portugal e Espanha). Esta é uma marca que continua ligada a um passado áureo, sem se ajustar às novas necessidades. Para melhor entendimento do caminho a ser seguir, serão aprofundados conceitos como: Comunicação Integrada de Marketing (CIM), Marca, Storytelling e Notoriedade da marca. Os métodos de pesquisa a serem implementados serão multi-methods, onde os dados quantitativos chegarão essencialmente através de dados secundários e os qualitativos de dados primários ? entrevistas e focus group. Com a realização do plano pretende-se perceber quais as estratégias que devem tomar parte nas diferentes áreas de atuação e quais as estratégias a seguir. A intenção do plano é a de apresentar estratégias implementáveis com um orçamento limitado e que possam aumentar o reconhecimento e notoriedade da marca, mantendo os clientes existentes fidelizados e encontrar novos clientes.
Within the scope of the Master Thesis final project, it will be done an integrated Marketing Communication (IMC) plan. The study of Tricots Brancal Brand has, as an objective, to bring back the visibility that the brand had years ago, alongside with its target audience. Tricots Brancal Brand has a factory in Covilhã, city in which its warehouse is located has well, 23 stores from North to South of Portugal, and has partnerships in other stores (Portugal and Spain). This is a brand that stills tied to its golden pass, with little adjustments to the new market needs. For a better understanding of the path to follow, there will be explored concepts as: Integrated Marketing Communication (IMC), Brand, Maturity, Storytelling, Brand Awareness. The research methods to implement will be multi-methods, where the quantitative will mainly be from secondary data and the qualitative methods will come from primary data such as Interviews and focus group. With the execution of this plan is pretended perceive what are the strategies that should take place in the different actuation. The intention of the plan is to present implementable strategies with a limited budget that can increase the recognition and brand awareness, keeping the existing customers loyal and find new ones.
info:eu-repo/semantics/publishedVersion

Las nuevas tecnologías han ocasionado grandes cambios en nuestro contexto. Las marcas las han implementado como herramientas útiles como el marketing de influenciadores, los cuales se clasifican por rubro o cantidad de seguidores. La presente investigación cualitativa tiene como objetivo analizar la influencia del storytelling de mamás blogueras, y a su vez micro influencers, de Instagram en la construcción de imagen de marca, en el caso de Specialized Perú. Se desarrollará un diseño fenomenológico, ya que este nos permite conocer el fenómeno desde el punto de vista del individuo, mediante la información que nos brinde. Para ello, la muestra estará conformada por un grupo de madres jóvenes, con cuentas activas de Instagram y seguidoras del rubro de influencers seleccionado. De ellas se espera conocer cómo se construye la imagen de una marca cuando esta es desarrollada por una influenciadora y ésta utiliza herramientas como el storytelling; asimismo, identificar qué elementos contienen de gran relevancia en esta construcción, entre otros temas. Para obtener dicha información se utilizará una técnica de entrevistas a profundidad, que nos permita recoger datos relevantes por parte de la participante.
New technologies have caused great changes in our context. Brands have implemented them as useful tools such as influencer marketing, which are classified by their category or number of followers. The present qualitative research aims to analyze the influence of storytelling by mommy bloggers, and in turn micro-influencers, of Instagram in the construction of brand image, in the case of Specialized Peru. A phenomenological model will be developed, since this allows us to know the phenomenon from the point of view of the individual, through the information that it provides us. For this, the sample will be made up of a group of young mothers, with active Instagram accounts and followers of the selected category of influencers. From them it is expected to know how the image of a brand is built when it is developed by an influencer and she uses storytelling as a tool; likewise, to identify which elements contain great relevance in this construction, among other topics. To obtain this information, an in-depth interview technique will be used, which allows us to collect relevant data from the participant.
Trabajo de investigación

Коли бренд представлений у контексті наративу, а не в традиційній торговій формі (де основна увага приділяється продажу), у розумінні споживачів він набуває нового значення. Замість того, щоб отримати статистичні дані та економічні характеристики бренду, вони мають змогу дізнатися про нього за допомогою оповідання. Лінгвальний потенціал сторітелінгу сприяє розвитку образного мислення, що полегшує уявлення споживачів про те, як бренд може вписатися в їхнє життя.
Когда бренд представлен в контексте нарратива, а не в традиционной торговой форме (где основное внимание уделяется продажи), в понимании потребителей он приобретает новое значение. Вместо того, чтобы получить статистические данные и экономические характеристики бренда, они могут узнать о нем с помощью рассказа. Лингвальный потенциал сторителлинга способствует развитию образного мышления, облегчает представление потребителей о том, как бренд может вписаться в их жизни.
When a brand is presented in the context of a narrative, rather than in the traditional form of trade (where the focus is on sales), it acquires a new meaning in consumers' perception. Instead of getting statistics and economic characteristics of the brand, they have the opportunity to learn about it through a story. The lingual potential of storytelling promotes the development of figurative thinking, which facilitates consumers' understanding of how a brand can fit into their lives.

Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well.The strategies of how a brand extension should be done, have been published in several books during the last decades. Despite of this, some companies still do not see the link between brand extension and business development. There seem to be a certain lack of knowledge and understanding of the underlying factors that affect a brand extension. In this study, we would therefore like to examine and identify these different factors in order to create a greater understanding of branding strategies.Purpose: The purpose of this study is to research, describe and analyse the nature of horizontal brand extensions in order to create a theory regarding the essential key factors to take into consideration before considering an extension. Based on the theory, the hypothesis will be tested empirically in order to strengthen- or reject it.Methodology: This study is made with a deductive approach, where the theoretical framework, based on previous presented theories, has led to the conformation of our hypothesis, which has later on been applied to the findings from the empirical researches in order to confirm or discard our hypothesis.The empirical basis consists of qualitative interviews with respondents from two companies with experience from horizontal brand extension: Craft of Scandinavia and Peak Performance.Conclusion: Our conclusion from this research is that for a horizontal extension to be successful it must:‐ Be a part of a brand with a clear brand image and plan, for the brand ­‐ Fit the brand ‐ Live up to the original brand promise - Fit with the old associations and generate new, positive associations to the brand ­‐ Have high perceived quality and trust in the mind of the customer- Be a part of a risk evaluation in order to limit the risks and obtain a more realistic view of the extension.
Program: Textil produktutveckling med entreprenörs- och affärsinriktning

Konkurrensen mellan hotellen har ökat på grund av förändringar i samhället, även kundernas behov och önskemål har förändrats. I dagens samhälle blir det allt vanligare att hotell inte enbart kan konkurrera med bra service och pris. Det krävs något extra, något utöver det vanliga för att locka kunder och öka konkurrensfördelarna. Hotellen måste hitta nya sätt att differentiera sig på och det har blivit allt viktigare med ett starkt varumärke som kan ge ett mervärde till kunderna. Det har blivit vanligt att hotell använder sig av storytelling och tema för att bygga upp sitt koncept och varumärke. Syftet med uppsatsen är att undersöka hur hotell i Sverige kan använda sig av storytelling och tematisering för att bygga upp varumärket. Syftet är deskriptivt men även till viss del normativt. I studien används en deduktiv metod och ett antal telefonintervjuer har genomförts. Detta för att exemplifiera hur en varumärkesuppbyggande process kan se ut inom storytelling- och temahotell. Studien fokuserar på den interna varumärkesuppbyggande processen. Resultatet i denna studie är inte generaliserbart utan vägledande för hur man kan bygga upp sitt varumärke med hjälp av storytelling och tematisering. Denna studie bidrar med ny fakta inom ett relativt obeforskat område som tema och varumärken. Studien visar att den varumärkesuppbyggande processen skiljer sig mellan varusektorn och tjänstesektorn. Detta eftersom andra delar då blir mer betydelsefulla, detta redovisas i en egen modell i studiens analys. Slutsatserna av studien visar att det är viktigt att vid uppbyggandet av storytelling- och temahotell vara; konsekvent, trovärdig, ha bra och välinformerad personal som kan förmedla storyn och temat samt att det finns en röd tråd genom konceptet. Om hotellen inkluderar dessa delar när de bygger upp sitt varumärke kan detta leda till en minnesvärd upplevelse. Slutsatserna visar även att storytelling och tematisering kan bidra till ett ökat mervärde till gästerna vilket leder till gratis reklam genom word-of-mouth samt skapa ökad uppmärksamhet i media. Det skapar även ökade konkurrensfördelar då det går att differentiera sig från konkurrenterna. Detta bidrar till att ett immateriellt varumärke byggs upp. Avslutningsvis visar studien att storytelling kan vara ett starkare koncept jämfört med tematisering.

Competition in the hotel industry has increased depending on changes of today’s society and of the needs and wants of the hotel guests. Hotels today should compete with something more than just a good service and pricing, since it has become something ordinary. They need to have something special, something extraordinary to attract customers and add to their competitiveness. The purpose of this paper is to investigate how hotels in Sweden can use themes and stories to build their internal brand. In this study a deductive method has been used and telephone interviews have been made which are declared in the empirics. This has been done to exemplify how the internal brand building process may turn out in story-telling hotels and theme hotels. Our conclusions from this study are that the brand building process may be different depending on how companies build their immaterial brand. The difference is due to other parts of the process may become more important, which we also implicate with our brand building model that you will find in our analysis. The study also shows that it is very important for hotels with a theme and story-telling to be credible, have well informed staffs that are able to mediate the story or theme and to be coherent through the whole concept. If the hotel management has all this in mind while building their brand, it will lead to a memorable experience for the guests. It also helps to build an immaterially strong brand. The conclusion is also that the use of story-telling can be seen stronger than a theme. This study contributes with new information about theme and brands which still is a relatively unresearched area.

La sociedad peruana ha enfrentado diversos cambios de problemáticas y comportamientos sociales, sin embargo, uno de los problemas constantes en el Perú es la discriminación, que se manifiesta afectando cada vez más a grupos minoritarios como el caso de la comunidad LGTB. Frente a las problemáticas que aquejan la sociedad, surge la publicidad social bajo la premisa de ofrecer reflexiones que contribuyan a la solución de conflictos. Por ello, surge la necesidad de investigar, este tipo de publicidad y las herramientas que permitan enriquecerla, como es el storytelling. De manera que se busca indagar en las percepciones de los jóvenes limeños de 21 a 28 años de NSE B sobre el uso del storytelling para tratar la discriminación por orientación sexual en la campaña No da risa del Ministerio de Justicia. Por lo que se llevó a cabo una investigación cualitativa con aplicación de entrevistas semi estructuradas a hombres de 21 a 28 años de NSE B, que gusten de ver o conozcan programas cómicos nacionales. El resultado principal de la investigación fue que el uso del storytelling facilita la aceptación del problema de la transfobia entre los jóvenes y crea en ellos reflexiones, sin embargo, esto se da a corto plazo.
Peruvian society has faced various changes in social problems and behaviors, however, one of the constant problems in Peru is discrimination, which is increasingly affecting minority groups such as the LGTB community. Faced with the problems that afflict society, social advertising arises under the premise of offering reflections that contribute to the resolution of conflicts. For this reason, the need arises to investigate this type of advertising and the tools that enable enriching it, such as storytelling. Thus, it seeks to investigate the perceptions of young people from Lima between 21 and 28 years of NSE B on the use of storytelling to deal with discrimination based on sexual orientation in the No da risa campaign of the Ministry of Justice. Therefore, a qualitative research was carried out with the application of semi-structured interviews to men between 21 and 28 years of age from NSE B, who like to watch or know national comic programs. The main result of the research was that the use of storytelling facilitates the acceptance of the problem of transphobia among young people and creates reflections in them, however, this occurs in the short term.
Tesis

El desarrollo de nuevas plataformas y medios de comunicación ha significado un cambio en todo sentido para la publicidad y el marketing. La creación de nuevas maneras de comunicar mensajes o vender un producto, permite a las marcas y empresas expandir la manera de crear campañas y de lograr generar un vínculo con el público. Técnicas como el Storytelling están siendo utilizadas por marcas y el vínculo emocional ha tomado prioridad en la mente de los consumidores. Las marcas deben lograr penetrar en la mente de los consumidores para lograr crear una imagen de marca, así como la fidelidad del público. Con el fin de comprender de qué manera se desarrollan estas técnicas en la mente del consumidor y brindar un enfoque que aporte a futuras empresas o investigaciones; el estudio busca analizar el Storytelling, los elementos que lo conforman y cómo son usados para crear un posicionamiento anhelado por parte de la marca. La metodología de la investigación es de tipo cualitativa ya que consiste en un estudio de caso, el cual busca comprender las percepciones, sentimientos y asociaciones del público objetivo elegido.
The development of new platforms and mass media has considerably changed the meaning of advertising and marketing in every possible aspect. The building of new ways to communicate a message, or sell a product, allows brands and enterprises to expand ways to create campaigns, as well as effectively create a bond with the target. Techniques such as Storytelling are being used by brands; the emotional link has become a priority in the consumer’s minds, and now it’s not enough to describe the tangibility of a product. Brands must invade in consumers’ minds to accomplish a brand picture as well as remaining loyal to its public. For the purpose of understanding how these techniques are developed and to provide an approach that will contribute to future companies or investigations, this study aims to analyze the Storytelling, its elements, and ways to be used in order to achieve the desired brand positioning. The methodology of the following investigation is qualitative because it relies in a case study that seeks to understand the perceptions, emotions and correlations with the chosen target audience.
Trabajo de investigación

För att få drömjobbet inom en konkurrenskraftig bransch som grafiskdesign krävs det lilla extra. Syftet med denna undersökning är att ta redapå vad detta extra är och därigenom underlätta för arbetssökandegrafiska designers på vägen till drömjobbet.Genom tre djupgående intervjuer med anställda på medelstora byråer iMellansverige undersöktes vad arbetsgivare uppskattar och förväntar sigav en arbetssökande grafisk designer. Frågeställningen behandladeportfolions framtid med branschens digitalisering som bakgrund, samthur en arbetssökande fångar arbetsgivarens intresse.Resultatet visar att även om portfolion utgör en stor del av underlaget förrekrytering av personal, är personen bakom portfolion och vad den haratt berätta om innehållet det som är viktigast. En portfolio som intebeskriver sammanhang duger inte som marknadsföringsmaterial. Attvårda det personliga varumärket framstår som viktigt för framgång. Dendigitala portfolion dominerar marknaden, men fysiska arbetsproverupplevs som ett möjligt sätt att stå ut från mängden. Digitala nätverkmottas positivt av branschen, men webbplatser anses ha mer substans.
To get the job of your dreams in a competitive industry like graphicdesign you need that special something. The purpose of this survey is tofind out what that something is and thereby make it easier for jobseeking graphic designers on the road to their dream job.Through three in-depth interviews with employees at medium-sizedfirms in central Sweden investigations were made to find out what theemployers appreciate and expect from a job seeking graphic designer.The issues treated were the role of the portfolio with the industry'sdigitization as a background, and how a job seeker captures theemployer's interest.The results show that although the portfolio represents a large part of thebasis in recruitment of staff, the person behind the portfolio and what ithas to tell about the content is the most important. A portfolio that doesnot describe the context is no good as promotional material. To take careof the personal brand stands out as important to succeed. The digitalportfolio dominates the market, but physical work samples are seen as apossible way to stand out from the crowd. Digital networks arepositively received by the industry, but personal websites are consideredto have more substance.

Los esfuerzos de las marcas por fidelizar y conectar con sus clientes no solo se ven reflejados en la atención al cliente. Se reflejan en la forma en que estas pueden contar historias a través de personajes que empaticen, donde ellos transmiten valores, cultivan sentimientos en los clientes y generan emociones cada vez que tienen contacto. Estos objetivos se construyen a lo largo del tiempo, a través de estrategias de comunicación creativas que los ayudan a generar conexiones más cercanas con sus consumidores. El storytelling, es una herramienta que se utiliza para generar experiencias que ayudan a la marca a crear vínculos más cercanos con los clientes, donde se crea un ambiente en el que se comparten emociones y sueños. En esta experiencia, dentro de los servicios, los colaboradores tienen la responsabilidad de comunicar los valores de marca, creando momentos únicos que fortalezcan y ayuden en la construcción de esta. Para lo cual, el internal branding es de mucha utilidad. Esto se debe a que busca el compromiso de colaboradores en la transmisión de la esencia de marca, generando fidelidad. Un caso relevante en el uso de ambas herramientas es Starbucks, ya que comunica su valor a través de la experiencia que transmiten sus partners en los puntos de venta. Para este trabajo, será necesaria una investigación exploratoria de tipo cualitativa, llevando a cabo entrevistas a profundidad como técnica de recolección de datos, comprendiendo así si se construye una marca a través del uso del storytelling dentro del internal branding.
The efforts of brands to retain and connect with their customers are not only reflected in customer service. They are reflected in the way they can tell stories through characters who empathize, where they transmit values, cultivate feelings in clients and generate emotions every time they have contact. These goals are built over time, through creative communication strategies that help them build closer connections with their consumers. Storytelling is a tool that is used to generate experiences that help the brand to create closer links with customers, where an environment is created in which emotions and dreams are shared. In this experience, in the services area, employees have the responsibility of communicating brand values, creating unique moments that strengthen and help in the construction of the brand. For which, internal branding is very useful. This is because it seeks the commitment of collaborators in the transmission of the brand essence, generating loyalty. A relevant case in the use of both tools is Starbucks, since it communicates its value through the experience transmitted by its partners at the front desk. For this work, a qualitative exploratory research will be necessary, carrying out in-depth interviews as a data collection technique, thus understanding if a brand is built through the use of storytelling within internal branding.
Trabajo de investigación

I denna studie har kommunala destination management organization (DMOs) kring Vänern studerats och specifikt hur de implementerar sociala medier i deras marknadsföring. Vi har haft som syfte att studera hur användandet av sociala medier som marknadsföringskanal kan medföra en maktförflyttning och i förlängningen påverka en plats varumärke. Vi har även varit intresserade av att studera hur samskapande av budskap på sociala medier kan bidra till en maktfördelning för att öka platsens synlighet och konkurrenskraft. Studien tar upp begrepp som user generated content (UGC), hashtags och storytelling vilka är verktyg kopplade till maktförflyttningen av marknadsföringen av en plats.Studiens grundar sig i en kvalitativ enkät utförd med respondenter från kommunala turistorganisationer samt visuell observation av respondenternas sociala medier. Datainsamlingen har genererat information om hur kommunerna arbetar med sociala medier som marknadsföringskanal samt hur de använder tillgängliga verktyg på sociala plattformar. Vi har i vår analys tagit hjälp av ett modell som bygger på fyra begrepp kopplat till sociala medier som vi valt att anpassa till vår studie efter vår teoretiska ramverk. Bland annat skapar modellen ett ramverk för DMOs som en hjälp att stärka sitt varumärke. Ramverket består av Varumärke, Rörlighet, Samskapande samt Storytelling och bidrar med kunskap om hur kommuner kan använda det innehåll som användarna av sociala medier skapar och delar med sig av. Resultatet av vår studie visar att kommunerna har kontrollen över sitt varumärke, det har alltså inte skett en maktförflyttning i den bemärkelsen att besökaren har makten över varumärket. Däremot ser vi att samskapande och maktfördelning av kommunens varumärke kan öka konkurrenskraften och är ett underutnyttjat verktyg. Studien visar även att kommunerna är aktiva på sociala medier men vi upplever skillnader i engagemanget och i hur de samskapar med besökaren.
In this study destination management organizations (DMO) surrounding Lake Vänern have been studied and specifically how they incorporate social media in their marketing.The aim of the study was to study how the use of social media as a marketing tool can lead to a transfer of power and in prolongation affect a place brand. We have also had an interest in studying how co-creation of messages on social media can lead to a distribution of power to increase a “place” competitiveness and visibility. The study concerns concepts such as user generated content (UGC), hashtags and storytelling which are tools connected to distribution of power and marketing of a “place”.The study is based on a qualitative survey study performed by respondents from destination management organizations within the destinations surrounding Vänern and also a visual observation of the study's respondents' social media. Our collected data has generated knowledge on how destinations are working with social media as a marketing tool and also how they use the accessible tools that social media offer. Our analysis is inspired by a model that is based on four concepts connected to social media that we have chosen to adapt to our theoretical framework. Among other things the model creates a framework for DMO as a help to strengthen their place brand. The framework consists of brand image, mobility, co-creation and storytelling and contributes with knowledge of how destinations can use the content that the users of social media creates and shares. The study shows that the respondent destinations are in control of their brand, there has not been a transfer of power in the meaning that the visitors are in control of the brand image. However, co-creation and distribution of power of the destination brand to strengthen a place's competitiveness is an underutilized tool. The study also shows that respondent destinations are active on social media, however we experience differences in how they co-create with visitors and their commitment in engaging with visitors.

Dagens samhälle brukar betecknas som en upplevelseindustri där kundens drömmar, fantasier och upplevelser står i fokus. I flertalet turism- och resetidningar syns reportage där unika koncept ökat för att uppfylla den efterfrågan som råder på upplevelser. Idag krävs något utöver det vanliga för att utmärka sig på marknaden och de senaste tio åren har begreppet storytelling intagit folks medvetande och beskrivs som ett effektivt marknadsföringsverktyg, vilket handlar om att berätta en historia kring sin verksamhet. Då konkurrensen ständigt hårdnar är det viktigt att hitta en speciell inriktning som får folk att komma tillbaka samt prata om verksamheten. Storytelling är en differentieringsstrategi inom marknadsföring som fler och fler verksamheter anammar då de inser hur berättandets kraft kan skapa starka varumärken.

Syftet med denna studie är att beskriva och undersöka begreppet storytelling genom att se hur tre gotländska hotell väljer att arbeta med detta, samt undersöka vilka eventuella effekter storytelling har gett verksamheterna. En kvalitativ utgångspunkt har använts där undersökningen har skett genom semi-strukturerade intervjuer med tre hotell, en verksam storyteller samt marknadschefen på Gotlands turistförening. En omvärldsspaning har genomförts för att urskilja dagens användning av storytelling inom hotellbranschen samt övriga samhället.

Studien kopplar ihop storytellingbegreppet med teorier inom marknadsföring såsom differentiering, varumärkesuppbyggnad, word-of-mouth samt profil-, image- och identitetsskapande. Teorier valdes då storytelling är en differentieringsstrategi, där förhoppningen är att uppnå ett starkt varumärke genom att profil, image och identitet harmoniserar, och en vanlig effekt är word-of-mouth. I analysen ställs sedan teorier mot intervjuunderlag för att få svar på ställd problemfråga där bland annat förtroende och trygghet, storytellingens sanningsgrad och uppkomna effekter diskuteras.

Slutsatsen i denna uppsats visar att storytelling är en effektiv strategi som hotell kan använda när de vill stärka sitt varumärke. När profil, image och identitet harmoniserar i en verksamhet blir varumärket starkt. Positiva effekter som nämns av de responderande hotellen är den nyfikenhet som väcks i kundens medvetande, word-of-mouth samt kundtillströmning. Det är viktigt att berättelsen är trovärdig och sann, och att all hotellpersonal har samma kunskap om berättelserna samt delar samma värderingar. Dock kan sanningen till viss del modifieras för att få historien eller berättelsen mer intressant samt vinkla berättelsen så den blir målgruppsanpassad.

Today’s society is called the experience society where customers’ experiences and dreams are in focus. Companies are finding ways to differentiate themselves in the market and customers are demanding more than just good service. A new marketing strategy has emerged called storytelling. Storytelling is about telling a story about the organization to create an interest in, for example, the history of a hotel. It is important to find a way to get the guests to talk about your hotel and an effect of storytelling could be word-of-mouth.

The purpose of this study is to describe and analyze the word storytelling, how it is used in the hospitality industry as well as how it affects the hotels. The method used is qualitative and semi-structured interviews were conducted. The respondents chosen are three gotlandic hotels, a storyteller and the marketing manager at Gotland’s Tourist association.

The conclusion of the study, through the interviews combined with used theories, shows that storytelling is an effective strategy to use when hotels want to strengthen their brand. When profile, image and identity of a business are harmonized, the brand will be strong if the story is true. Positive aspects mentioned by the respondent hotels when using storytelling as a marketing tool was the curiosity it creates in the brand, word-of-mouth and customer flow. It is also important that the story is true and credible and that everyone working for the hotel has the knowledge of the story and shares the same values.

Los consumidores exigen un mayor compromiso social de las marcas y, en consecuencia, estas buscan alinear sus acciones de comunicación a las causas que le interesan a su audiencia. En este sentido, debido a la numerosa cantidad de marcas que ha decidido utilizar el femvertising como estrategia de comunicación para ejercer su activismo de marca, es relevante analizar y comprender cómo perciben las mujeres este tipo de publicidad que busca empoderarlas a través de su mensaje en lugar de promover el consumo. El presente trabajo analiza cómo influye el storytelling del femvertising en la imagen de marca. Desde el paradigma naturalista y un enfoque cualitativo se trata el caso de la campaña de Nike “Dream crazier”. Se realizan entrevistas grupales a mujeres de 18 a 25 años, de NSE B, de la ciudad de Lima. Las cuales arrojan resultados que permiten analizar la influencia del storytelling en la percepción del consumidor para ofrecer una visión del femvertising a las futuras campañas que se enfocarán en esta estrategia.
Consumers demand a greater social commitment from brands and, consequently, they seek to align their communication actions to the causes that interest their target. In this sense, due to the large number of brands that have decided to use femvertising as a communication strategy to exercise their brand activism, it is relevant to analyze and understand how women perceive this type of advertising that seeks to empower them through its message in instead of promoting consumption. This work analyzes how femvertising storytelling influences brand image. From the naturalistic paradigm and a qualitative approach, this is the case of Nike's “Dream crazier” campaign. Group interviews are conducted with women between the ages of 18 and 25, from NSE B, from the city of Lima. Which yield results that allow analyzing the influence of storytelling on consumer perception to offer a vision of femvertising to future campaigns that will focus on this strategy. Consumers demand a greater social commitment from brands and, consequently, they seek to align their communication actions to the causes that interest their target. In this sense, due to the large number of brands that have decided to use femvertising as a communication strategy to exercise their brand activism, it is relevant to analyze and understand how women perceive this type of advertising that seeks to empower them through its message in instead of promoting consumption. This work analyzes how femvertising storytelling influences brand image. From the naturalistic paradigm and a qualitative approach, this is the case of Nike's “Dream crazier” campaign. Group interviews are conducted with women between the ages of 18 and 25, from NSE B, from the city of Lima. Which yield results that allow analyzing the influence of storytelling on consumer perception to offer a vision of femvertising to future campaigns that will focus on this strategy.
Trabajo de investigación

Media & Communication
Ph.D.
The purpose of this dissertation is to 1) critically explore how contemporary advertisers are operating within a glocal framework to diffuse product information and branding to diverse, distant consumers; and 2) to assess the implications of these processes for consumer-audiences. This project explores what approaches global advertising producers utilize to distribute product information and branding to local audiences, how these processes then impact and shape the creation and diffusion advertising campaigns, and lastly, how do those processes impact the way advertisers imagine and target their audiences. The findings of this study shed light on how advertising producers imagine their work, their role within that work, and the audiences who consume their products. This project uncovers how the processes of global information diffusion impact partnerships between “headquarters” and local offices, the way in which messages are adapted and localized for various audiences, how these messages are extolled around the world, and conversely, what messages, stories, or cultural values might be minimized or lost as a result of this current environment. This project draws upon in-depth interviews with advertising professionals and other global stakeholders, as well as on industry trade reports, press articles, and academic research. Interviews were conducted with global stakeholders at Airbnb, Campbell Soup, and Under Armour. In addition to conducting in-depth interviews as a methodological approach, this dissertation engages with a case study logic as a way of understanding the context within which global advertisers localize global brands. Furthermore, employing a multiple-case study approach allowed me to compare and contrast processes and implications between and amongst this trio of brands and various global producers, balancing the intricacies of a single organization with larger themes and trends in industrial production. Themes related to the glocal framework emerged that spoke to the complex processes that global producers must navigate in order to do work on a global scale. These themes, the Global Mindset, which considers how producers conceptualize their role and their work; the Global Story, which explores how producers tell global stories to their consumers (and to themselves); and the Global Consumer, which illuminates the undercarriage of the delicate relationship between producers and consumers; have significant implications because understanding global production processes helps to explain under what context campaigns were conceptualized, how decisions were made, and why certain campaigns are more culturally relevant to local audiences. Beyond this, these findings shed light on the nuances of global brand diffusion pointing to larger trends in glocal advertising, and more broadly, the future of advertising on a global scale.
Temple University--Theses

Mestrado em Marketing
O propósito deste estudo é compreender como um discurso realizado por uma celebridade pode influenciar atitudes pró-feministas na audiência. Para avaliação desta influência, utiliza-se de uma pesquisa descritiva, de lógica dedutiva e adota o método qualitativo. De início, analisa-se o discurso de Madonna, feito em 2016 ao ganhar o prêmio de mulher do ano. Na análise foi possível identificar as dimensões feministas abordadas consideradas importantes para crença e autoidentificação. Avalia-se também as dimensões interpretadas pela audiência sobre este discurso, a fim de criar uma conexão com os pontos importantes que contribuem autoidentificação feminista. Por fim o estudo ainda trás resultados relevantes sobre consequências para a human brand, segundo a audiência. As entrevistas foram semiestruturadas e realizadas face-a-face e as análises foram realizadas no software MaxQDA. Como principal resultado tem-se a identificação de que um discurso único não é capaz de promover a autoidentificação, porém contribui para a reflexão da audiência e a propensão de maior empatia com a causa. Atualmente são poucas as investigações que ultrapassam a análise do simples endossamento de celebridade de produtos. Assim, diante da relevância económica que as human brands possuem e da influência que podem exercer nas pessoas, dá-se a importância um estudo mais profundo a fim de avaliar comportamentos esperados para a audiência a partir de atitudes de celebridades.
The purpose of this study is to understand how a speech by a celebrity can influence pro-feminist attitudes in the audience. To evaluate this influence, resort a descriptive research, of deductive logic and adopts the qualitative method. Initially, it analyzes Madonna's speech, held in 2016 when she won the tittle "woman of the year." Due to the analysis was possible to identify the feminist dimensions at the speech which are considered important for feminist belief and self-identification. It also evaluates the dimensions interpreted by the audience about this discourse, in order to create a connection with the important points to contribute to the feminist self-identification. Finally the study still yields relevant results on consequences for the human brand, according to the audience. The interviews were semi-structured and face-to-face, and the analyzes was performed with the software MaxQDA. The main result reveals that a single discourse is not capable of promoting self-identification, but contributes to the reflection of the audience and the propensity for greater empathy with the cause. At present, there are few investigations that go further the analysis of the simple endorsement of celebrity products. Thus, given the economic relevance that human brands have and the influence they can exert on people, a deeper study is important in order to evaluate behaviors expected for the audience from celebrity attitudes.
info:eu-repo/semantics/publishedVersion

Le contenu de marque désigne des contenus éditoriaux qui sont produits par les marques. Ce format de communication va à l’encontre des codes habituels : le produit n’est pas mis en avant et la marque se montre désintéressée pour mieux séduire son audience. Notre recherche vise à comprendre la nature de la pratique (ses motivations, ses effets, ses acteurs), le processus de formation de la stratégie et les logiques animant ses parties prenantes. Vingt entretiens individuels (annonceurs et publicitaires) et deux études de cas (voyage-sncf.com et Louis Vuitton) ont été menés. Nous proposons une conceptualisation du contenu de marque, ainsi qu’une typologie des pratiques existantes. Nous expliquons le caractère hybride de la stratégie ainsi que sa formation. Nous montrons qu’il existe des stratégies de contenu de marque planifiées (ou délibérées) et des stratégies émergeant d’initiatives non planifiées (émergentes). Nous relevons les tensions survenues au cours de la formation de la stratégie et nous expliquons leur résolution. Nous contribuons ainsi à la fois aux travaux relatifs à la marque et à son management, ainsi qu’au champ de la strategy as practice
Brand content refers to editorial contents that are produced by the brand itself. This form of communication appears to be disruptive compared to traditional advertising as it does never mention the product and thus does not appear to intend to sell anything to the consumer. The objective is more to seduce the audience with an interesting and entertaining content. Our research aims at understanding brand content strategies, as well as its actors and logics.Twenty individual interviews with communication experts and two brand case studies have been implemented.We propose a conceptualization of brand content, as well as a typology of existing practices. We explain the formation of the strategy and the logics of actors participating to the formation. We illustrate the fact that strategy can be formalized (deliberate) or that it can also arise from non-planned initiatives. We finally present the tensions emerging from the strategy formation.Our research contributes to both brand management and strategy as practice literatures

Syfte: Vårt syfte är att analysera och klargöra hur företags bakgrund och historia relateras till varumärkens identitet.   Forskningsfrågor: 1. Vilket inflytande kan företags grundare eller andra ledare personer ha för varumärkets identitet? 2. Vilka orsaker finns till att företag väljer att accentuera den historiska bakgrunden?   Metod: Uppsatsen är skriven med en kvalitativ forskningsmetod som har en abduktiv ansats. Studiens empiriska data utgörs av fem stycken semistrukturerade intervjuer med experter inom området.   Slutsats: Vi drar slutsatsen att företag som har möjlighet att använda sig av historieberättande eller sin bakgrund bör ta tillfället i akt. En historia skapar relationer och associationer och kan på så sätt differentiera varumärket från andra. Vidare framkommer att kultur inom organisationer kan vara den del som har störst möjlighet att påverka identiteten och att synliga och aktiva ledare är en stor del av kulturen.
Purpose: Our aim is to analyse and clarify how companies’ background and history can be related to corporate identity.   Research questions: 1. What influence can founders or other managing people of companies have for the corporate identity? 2. What reasons are there for companies to choose to accentuate the historical background?   Method: The essay is written with a qualitative research method, which has an abductive approach. The study's empirical data consists of five semi-structured interviews with experts in the field.   Conclusion: We conclude that companies that have the opportunity to make use of storytelling or their background should seize the opportunity. A history creates relationships and associations and can therefore differentiate the brand from others. Furthermore, it appears that the culture within organizations can be the part that has the greatest influence on corporate identity, visible and active leaders are a big part of the culture.

Denna studie är en kritisk diskursanalys av utvalda texter och förpackningar från glassföretagen Järnaglass och Gute Glass. Syftet är att synliggöra hur etiska värden kommuniceras i varumärkeskommunikation och problematisera hur språket kan reproducera social ojämlikhet och föreställningar om etisk konsumtion i en svensk kontext. Studien tar anspråk inom det socialsemiotiska fältet. Tillvägagångsättet har varit att utifrån berättelseanalys samt den multimodala analysen kvalitativt närgranska texternas och förpackningarnas semiotiska resurser. Metoderna synliggör utmärkande värden som företagen väljer att identifiera sig med och diskurser kring etisk glass. Studieresultatet visar att företagen genom varumärkeskommunikation kan skapa identifikation med värden som exempelvis ärlighet, ursprung och framgång. Dessa värden korrelerar med samtida diskurser kring mat som ska betona det personliga, småskaliga och självförverkligande. Utifrån det kritiska perspektivet synliggör studieresultatet att dessa värden och diskurser har möjlighet att reproducera föreställningar och normer om hur konsumenten förväntas agera etiskt och hur vi idag uppnår status. Dessa föreställningar och normer som cementeras genom samtidens varumärkeskommunikation och våra konsumtionsval kan därmed reproducera maktförhållanden som kan bidra till social ojämlikhet i samhället. Slutligen påvisar även studien att samspelet mellan etisk varumärkeskommunikation och människors konsumtionsval kan göra oss passiva i hur vi tar ställning i politiska och miljömässiga utmaningar.

I mitt examensarbete har jag valt att fokusera på att skapa en visuell identitet till mina föräldrarshantverksföretag och att etablera dem online. De har aldrig haft en grafisk identitet av någotslag, trots att de varit i branschen över 30 år. Den enda visuella identitet som existerat ärderas produkter, tomtarna, som fått tala för sig själva. Jag har därmed valt att bygga vidare påjust denna grund för att bibehålla deras varumärkesidentitet och genuinitet. Under arbetet harjag utvecklat en logotyp, en hemsida, skapat en närvaro på sociala medier på Facebook ochInstagram, designat ett utskick för mer åtråvärda kunder, samt gjort en kortfilm för att presenteradem och deras yrke. Som grund för arbetet har jag utgått från intervjuer, workshopsoch deltagande design i samarbete med mina föräldrar, för att få en känsla för vad just de villförmedla för framtida kunder. Företaget har även genomgått ett namnbyte för att bättre speglaverksamheten.
This is a study of a small craftwork establishment, and the balance between creating a graphicidentity and maintaining the essence and voice that has been developed through the company’s30 year history. Through close collaboration with the clients we have pinpointed thebrand personality and how they want their visual identity to be represented towards potentialfuture clients. To establish this I have used the methods of participatory design through interviews,workshop and business model canvas. For the end result I have developed a graphicidentity that contains a website, logotype, social media presence on Facebook and Instagram,and designed a sendout that will be targeted towards their more desirable clients. I have alsoproduced a short film to present both of them as creators and th eir products and will be thelarger piece of the storytelling aspect of my work. The company has also undergone a namechange to better reflect the business.

Syfte och Forskningsfråga Följande flerfallsstudie behandlar relationen mellan fenomenet filmturism och destinationsvarumärken. Utifrån fenomenet ställer studien frågan vilka förutsättningar film skapar för uppbyggnad av destinationsvarumärken. Syftet med studien är därmed att göra en inventering av destinationers möjligheter och begränsningar vid varumärkesbyggande vid filmturism.   Metod Flerfallsstudien har härletts ur en deduktiv ansats, där tre fall har utgjort analysobjekt. Insamling av empirisk data har skett genom fem intervjuer med informanter knutna till studiens fall där turismaktörens perspektiv representeras. De tre studerade fallen har utgjorts av Ystad med filmerna om Wallander, Skopelos med filmen Mamma Mia! och Arendal med filmen Frozen. En andra metod som genomförts är webbaserad enkätundersökning med 161 respondenter som representerar turistens perspektiv.   Resultat och Slutsats Studien har kunnat visa på vilket sätt fallen arbetar med sina destinationsvarumärken och vilken påverkan filmerna haft på destinationerna. Det har även framgått att flera förutsättningar uppstått som går att arbeta med vid uppbyggnad av destinationsvarumärken. Slutligen har ett tydligt band mellan film och destination identifierats inom studiens fall och även att redan existerande förutsättningar som funnits på destinationerna är av vikt vid etablering av filmturism. En slutsats som har dragits är att förutsättningar för varumärkesbyggande av destinationer är komplexa och kan påverkas av faktorer som gör varje destinations förutsättningar unika. Studien har kunnat visa på att filmturism inte är ett passivt marknadsföringsverktyg utan måste aktivt arbetas med för att bygga upp destinationens varumärke.
Purpose and research question The following multiple case study is treating the relationship between the phenomena of film tourism and destination branding. Within the subject, the thesis is asking the question which prerequisites films creates for building destination brands. The purpose of the study is therefore to do an inventory of destinations possibilities and limitations when building a brand through film tourism.   Method The study has been carried out with a deductive approach, where three cases has been the objects for analysis. Gathering of empirical data has been done by conducting five interviews with informants bound to the cases, representing the tourism actors perspective. The three cases of the study is Ystad with the movies about Wallander, Skopelos with the movie Mamma Mia! and Arendal with the movie Frozen. A second method which has been conducted is a web-based survey with 161 respondents, representing the perspective of the tourist.   Result and Conclusions The study has shown in what ways the cases are working with destination brands and which impact the films has made on the destinations. Findings has also been found in how multiple prerequisites has emerged, which can be used in the work with building a destination brand. As a conclusion, a clear bond between a film and a destination has been identified within the cases of the study, and also how the already existing prerequisites at the destinations is of importance when establishing film tourism. A conclusion which has been drawn is how prerequisites for building a destination brand, are complex and can be influenced by factors which makes every destination’s prerequisites unique. The study has shown how a film is not a passive tool for marketing, but has to be used actively by destinations to build a brand.

Bakgrund I samband med den teknologiska utvecklingen har begreppet interak=vitetblivit allt mer omdiskuterat, inte minst vid framställning av interak=vaberä<elser. Interak=v storytelling är e< rela=vt ny< forskningsområde somöppnat upp för e< ny< sä< a< driva marknadsföringskampanjer på.Däremot har ingen forskning påträffats gällande hur en interak=vmarknadsföringskampanj kan drivas och visualiseras på sociala medier medhjälp av omröstningsfunk=oner. Studien anses därav vara betydande förutvecklingen av e< ny< =llvägagångssä< för verksamheter a< interageramed sin målgrupp.SyJe SyJet med denna studie är a< kartlägga processen för hur företag kandriva och visualisera interak=va marknadsföringskampanjer, på socialamedier.Metod Studien lutar sig mot en design och skapande strategi där en kombina=onav olika metoder har används för insamling av relevant data. Metodernautgjordes av en kvalita=v li<eraturstudie, en visuell innehållsanalys, trewebbenkätundersökningar samt en prototypframställning. Metoderna harinsamlat data genom e< itera=vt förhållningssä<. Urvalet av den visuellainnehållsanalysen utgjordes av totalt 20 marknadsföringskampanjer medstorytelling som metod. Urvalet för webbenkätundersökningarna utgjordesav bekvämlighetsprincipen där urvalet bestod av 677 grafiska designers.Resultat Resultatet av studien visar a< det är möjligt a< skapa en interak=vkampanj med hjälp av =llgängliga omröstningsfunk=oner på socialamedier, där två =ll sex parallella handlingar möjliggörs via omröstningar.Vidare resulterade studien i en prototyp av en interak=v kampanj med tvåparallella handlingar.Slutsatser Studiens samlade resultatbild presenteras som en processkarta varsuppgiJ är a< guida företag a< visualisera och driva interak=vamarknadsföringskampanjer på sociala medier.
Background With the technological development, the concept of interac=vity hasbecome increasingly debated, not only in the produc=on of interac=vestories. Interac=ve storytelling is a rela=vely new area of research, whichhas opened a new way of running a marke=ng campaign. However, noresearch has been found regarding how an interac=ve marke=ngcampaign can be run and visualized, on social media. The study istherefore, considered significant for the development of a new approachfor businesses to interact with their target audience.Purpose The purpose of this study is to map out the process for how companiescan run and visualize interac=ve marke=ng campaigns, on social media.Method The study used design and crea=ve as a strategy, where the methods usedconsisted of a qualita=ve literature study, visual content analysis, threeweb surveys and prototyping. The methods have collected data throughan itera=ve approach. The selec=on of the visual content analysisconsisted of a total of 20 marke=ng campaigns with storytelling. Thesample for the web surveys consisted of the convenience sampling, wherethe sample consisted of 677 graphic designers.Results The result of the study indicates that it’s possible to create an interac=vecampaign using available poll func=ons on social media, where two to sixparallel ac=ons are made possible through vo=ng. Furthermore, the studyresulted in a prototype of an interac=ve campaign, with two parallelac=ons.Conclusions In conclusion the study resulted in the crea=on of a process map, with thepurpose of guiding companies to visualize and run interac=ve marke=ngcampaigns, on social media.

Organisationer har olika strategier för särskiljning och konkurrenskraft där kultur, arv och tradition tillämpas på olika sätt för att profilera sig både mot kunder och medarbetare. Företag vilka bygger och anspelar på lokal tradition återfinns inom de flesta sektorer, dock har få studier gjorts på medarbetarens upplevelse av tradition inom en organisation. Kunskapsluckan i traditionens betydelse för medarbetare inom samtida organisationer är således av vikt att studera. Vi vill genom denna undersökning förstå hur medarbetaren upplever en eventuell anspelning på lokal tradition inom en organisation. Undersökningen av sambandet mellan lokal tradition och medarbetaren ska bidra till ökad insikt om huruvida lokal tradition har aktualitet och betydelse för en organisationsmedlem. Genom kvalitativ metod med induktiv ansats behandlar vi fenomenet tradition. En fallstudie har tillämpats med intervjuer och observationer som primärdata. Genom denna studie har vi funnit att betydelsen och upplevelsen av tradition ter sig annorlunda bland tjänstemän och produktionsarbetare. Uppdelning av upplevelser i respektive grupp kan härledas till, förklaras genom och i vissa fall påverkas av andra organisatoriska aspekter, såsom corporate heritage, corporate heritage brand, identitet, internal branding, stolthet, storytelling samt gemeinschaft och gesellschaft.

Background: Some brands have reached popularity much because of their origin and the "made-in" label can possibly generate a positive differentiating effect to the brand. Adequate examples are the British Burberry or the Italian Gucci, the French Chanel or the American Apple. All these brands strategically communicate their origin as part of their brand and the inspiration for this thesis arose form the Country-of-Origin phenomenon in international marketing (COO). This refers to that brands use cues related to their origin as a component of their brand message. Even the Swedish origin can be a competitive advantage and more companies could perhaps benefit from turning to a COO strategy, as there is a current trend of being local in a global context. This would promote the using of firms' Swedishness to succeed in establishments on foreign markets. The authors of this thesis believe that if more Swedish companies would clearly distinguish as Swedish this could perhaps also enhance the positive image of Sweden. Therefore, this thesis is exploring to what extent some Swedish fashion apparel brands work with their origin as part of their international marketing. Research Question: How do companies exploit their Country-of-Origin as part of their brand in their international marketing communication? Purpose: The purpose of this thesis is to explore the exploitation of a Country-of-Origin effect in Swedish fashion apparel brands' international marketing. Methodology: The study ha taken a primarily qualitative research design, which has included two research techniques. A pre-study was conducted, that consisted of a focus group interview where the following issues were discussed: the general view of Sweden, Swedish brands and companies, and their examination with the Country-of-Origin label. The pre-study gave important insights that were used in the main study - semi structured interviews with Swedish companies working in the fashion apparel industry. From the whole population of companies in the Swedish fashion industry, a first sample of 57 companies was made. From this sample a second sample of 11 companies was drawn, that represented approximately 20 percent that was argued to be a fair number of respondents to be able to see some patterns. The data from the interviews were analyzed and interpreted in a qualitative analysis procedure that focused on the finding of keywords and patterns. Results: The results showed that a clear majority of the random interviewed companies, 9 of 11 use their COO in their brand and 8 companies said it is a more or less explicit strategy. The exploitation of their COO was made by using country-related cues in their marketing. The reason why these companies have turned to a COO strategy was that it could give them competitive advantages, since there was a positive match between associations of their brand and Sweden. The general conclusion that could be made was that the benefits from using a COO strategy differ with the product and the country. It can also be assumed that more Swedish companies could benefit from realizing  the potential in using a COO strategy.

碩士
輔仁大學
國際創業與經營管理學程碩士在職專班
107
Stories fascinate people and are often more easily remember than facts. It creates emotional journeys that make us want to act. There are more and more companies have started to use stories in branding and marketing. Storytelling is a powerful technique for building relationships. The aim of the paper is to discuss a possible extension of storytelling marketing does influence to customer behavior in term of brand story. Storytelling is recognized as a marketing tool to enhance customer emotional connection to the brand and win more reputation of a company. The booming use of storytelling as an advertising strategy for brands poses the question of their relative effectiveness compared to more factual types of ads. This thesis focuses on a case study of perfectly successful example from Johnnie Walker “The Man Walked Around the World” (2009) to illustrate the fact that design of brand story how to connect the role of character identification and character type in the effects of narrative transportation that occur from storytelling ads. Through the Freytag’s Pyramid model and The Seven Basic Plots: Why We Tell Stories of Christopher Booker to show the structure and type of the case story. Content analysis is applied to identify the core value of the story. The results show the main findings of the stories, the plots and the archetypes used. the comprehension Managerial implications of these findings are also discussed.

Subscription Video on Demand companies like Netflix and Amazon invest money in their own TV shows like never before. It seems to pay off, as in some places and age groups, their platforms already surpassed traditional TV in terms of viewing time and popularity. These shows do not only have an impact on our everyday entertainment, they also influence storytelling in general. Netflix and others are not the only ones who try to tell the most interesting stories to consumers. Just like that, brands, with their own stories and messages, are trying to break through the information clutter, on their daily quest to communicate to their consumers. This study first explains what storytelling is and moreover, what good storytelling requires. It will be examined in which ways storytelling on platforms like Netflix has changed and why this change has been successful. Research is conducted by the explanatory mixed method approach. The research goal of the first part of this study, is to find out about how consumers perceive these changes and what they expect from today’s stories. In the second part, equipped with the results of the answered questionnaires from the first part, four industry experts from the field of branding are interviewed. The aim is to resolve the question how today’s brands have to adapt to the changes in storytelling, in order to stay relevant. The combined results of the two parts indicate that first, people are attracted by complex stories and characters with emotional depth. Also, people like to watch content that somehow refers to current societal issues and overall, participants were in favour for brands to adapt SVOD storytelling techniques in order to make brand communication more interesting. Second, the four experts agree on the fact that storytelling is a highly important tool for brands nowadays to communicate. Specifically, regarding the question of what brands can learn and adapt from SVOD content, they indicated that brands, like films or series, best reach the consumer on an emotional level with interesting stories, and through a character that is strongly connected to it. Just like entertainment content, brands as well can build in surprising plot twists and humour into their stories when at the end the consumer still knows what the brand ultimately stands for. Honesty and authenticity are also key words when brands want to address topics into their communication that are not directly connected to the product itself. Where the experts clearly advise against, contrary to the findings from the survey, is to make brand storytelling too complex, as consumers supposedly prefer “easy to get” messages.
Empresas de Subscription Video on Demand (SVOD) como a Netflix e a Amazon investem, como nunca, na criação dos seus próprios programas de TV. Este investimento parece estar a ser compensador, pois em alguns países e grupos etários estas plataformas já ultrapassaram a TV tradicional em termos audiências e popularidade. Os programas produzidos por estas empresas não têm apenas um impacto no entretenimento das pessoas que os veem, mas também influenciam o conceito e a prática de storytelling em geral. A Netflix e outros players semelhantes não são os únicos a tentar contar as histórias mais interessantes aos consumidores. As marcas, com suas próprias histórias, tentam diariamente chegar aos seus consumidores, destacando-se por entre a infinidade de informações com que estes são impactados diariamente. Este trabalho de investigação começa por explicar o que é o storytelling e também o que requer uma boa narrativa. Serão analisadas as mudanças registadas no storytelling em plataformas como a Netflix e em que medida essas mudanças foram bem-sucedidas. Os resultados da pesquisa empírica foram analisados através da utilização do método misto explicativo. O objetivo da investigação relativo à primeira parte deste estudo é compreender como é que os consumidores interpretam estas mudanças e o que esperam das histórias de hoje em dia. Na segunda parte, já com os resultados dos questionários respondidos pelos consumidores na primeira parte da investigação, são entrevistados quatro especialistas da área do branding. O objetivo, nesta parte, é dar resposta a como as marcas de hoje necessitam adaptar-se às mudanças na forma de contar histórias para se manterem relevantes. A combinação dos resultados destas duas partes começa por indicar que as pessoas são atraídas por histórias e personagens complexos e com profundidade emocional. Além disso, as pessoas gostam de ver conteúdos que de alguma forma se refiram a questões sociais atuais e, em geral, são a favor de que as marcas adaptem as técnicas de narrativa usadas pelas empresas de SVOD para tornar a sua comunicação mais interessante. Em segundo lugar, os quatro especialistas entrevistados concordam com o fato de que contar histórias é uma ferramenta muito importante para as marcas comunicarem nos dias de hoje. Especificamente, no que se refere à questão do que as marcas podem aprender com os 6 conteúdos dos serviços de SVOD, os especialistas indicam que as marcas, assim como os filmes ou séries, atingem melhor o consumidor ao nível emocional com histórias interessantes e através de personagens com quem estes se identifiquem. Mais uma vez, assim como nos conteúdos de entretenimento, as marcas podem criar reviravoltas surpreendentes no argumento e humor nas suas histórias, mas no final o consumidor vai continuar a saber o que a marca representa. Honestidade e autenticidade são também palavras-chave quando as marcas pretendem abordar temas na sua comunicação que não estão diretamente relacionados com os seus produtos. O que os especialistas desaconselham claramente, ao contrário das conclusões retiradas da investigação teórica, é tornar a narrativa da marca muito complexa, já que os consumidores preferem receber mensagens fáceis.

碩士
國立臺灣師範大學
餐旅管理與教育研究所
99
For enterprises, storytelling is not only an effective management tool, but also a strategy of branding. Story not only communicates the cues of the organization; by working with storytelling and dramaturgy, an organization can create a holistic image of the concept, shape the brand and generate an experience in the servicescape for consumers. The three aims of this study were to, first, understand whether storytelling would be associated with participants’ brand experiences. The second purpose was to investigate the impacts of two different forms of storytelling on the participants’ brand experiences. Moreover, it was to examine the impact of brand experiences brought by storytelling on participants’ dining satisfaction. The study applied field experiment to fulfill the purposes. The experiment was conducted in Shian-Liang Tapanyaki Restaurant, while storytelling served as a treatment. Besides the control group, the experimental groups included oral storytelling form and written storytelling form. Each one of the 3 groups contained at least 35 participants, therefore, there were totally 111 participants included in the study. Major conclusions were as follows: 1.The degree of brand experiences brought by storytelling was significantly higher than those without storytelling. 2.Neither the oral form nor the written storytelling had significant impact on participants’ brand experience. 3.The brand experiences with storytelling treatment had a significant influence on participants’ satisfaction, as well as those without storytelling treatment.

碩士
輔仁大學
國際經營管理碩士學位學程
103
The purpose of this research is to discuss the influence of different types of storytelling marketing advertising (with storytelling marketing/ without storytelling marketing) and different types of humorous advertising (with humor appeal/ without humor appeal) and brand awareness (high brand awareness/ low brand awareness) on brand attitude. A total of 266 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study: (1) with humor appeal has higher brand attitude than without humor appeal; (2) high brand awareness has higher brand attitude than / low brand awareness; (3) With low brand awareness, with storytelling marketing has higher brand attitude than without storytelling marketing.

碩士
樹德科技大學
經營管理研究所
101
With the implementation of two-day weekend system and the increase in individual income of national accounts, people now pay much attention to the quality of living, which leads to the vigorous growth of leisure and tourism industry. The marketing methods are diversifying. And storytelling marketing has become a new wave of unrest. While the link between the imageries for the story and the tourism has been established, the tourists can have more choices of touring destinations or scenic spots, and they can also evokes more meanings about these spots than ever. On the other hand, they may generate interests because of the story, increase their behavioral intentions to touring, and thus establishing a brand and creating a more distinctive scenic spot with a great deal of attractions. This study focuses on investigating the effects that storytelling marketing and brand image bring about on brand identification and tourists behavioral intentions at Meinong Village. It applies quantitative research which includes descriptive statistics, reliability/validity analysis, factor analysis and structure equation method (SEM). The results showed that there were remarkable relations between storytelling marketing, brand image and the tourists’ behavioral intentions, and there was also a significant effect that the mediating effect of brand identification exerted the intention, which showed the brand image of Meinong Village, was the principle cause affecting tourists to travel. And the tourists’ behavioral intentions will increase if the storytelling marketing is strengthened and the visitors’ identity and interest to Meinong Village were improved.

碩士
大葉大學
國際企業管理學系碩士班
102
According to CommonWealth Magazine (No. 286; November, 2003), the winner of the upcoming century goes to the “Storytelling Industry.” A well-constructed and intriguing scenario of storytelling marketing of brand will result in greater customer evaluation and larger profit by implanting the corporate culture and brand value in the mind field of consumers. A heart-felt story can strike a chord and thus evoke nostalgia resonance from the consumers. By focusing on the correlations between the three elements (credibility, resonance, and extensibility) of storytelling marketing of brand, and brand identity and perceived value, the study examines the influence of the elements have on the consumers, and hopefully, to provide valuable references to the marketing decision-makers. Adopting the brand stories of two international brands, Starbucks and McDonald, a total of 512 questionnaires have been sent. Among the 505 returned, 474 are valid (31 invalid) with a returning rate of 92.58%. All collected data are further analyzed by using descriptive statistics, reliability analysis, factor analysis, Pearson product-moment correlation, and regression analysis. The results are summarized as follows: 1. A significant positive impact exists between storytelling marketing of brand and brand identity; 2. A significant positive impact exists between storytelling marketing of brand and perceived value; 3. A significant positive impact exists between brand identity and perceived value; 4. Brand identity exerts a moderate effect between storytelling marketing of brand and perceived value.

JEL Classification System: M31 Marketing - M37 Advertising
This thesis will show how storytelling is important to brands in the current days when so many companies sell similar products. This statement will be proven by an intensive research which will consist in the quoting of a lot of authors that studied the storytelling concept. It will also be presented many branding concepts such as: brand equity, brand image, brand personality, brand architecture, brand loyalty, emotional branding, the elements of a brand and, the process of creativity and the strategy behind it. Furthermore, this thesis will prove if indeed storytelling is a successful and important tool for brands to prosper in today’s business. This will be proved not only in a theoretical way but also, and more importantly, in a pratical way (this paper’s research question). To demonstrate the points above, a theoretical background will be presented first and then, a research method and its results will allow us to draw conclusions and answer this thesis’ research question.
Esta tese pretende mostrar como o storytelling é importante para as marcas nos dias de hoje, porquanto tantas empresas, vendem produtos muito similares. Esta afirmação será demonstrada através de uma intensa pesquisa que consistirá na citação de vários autores que estudaram este conceito de storytelling. Serão também apresentados vários conceitos de marca, tais como: valor da marca, imagem da marca, personalidade da marca, arquitectura da marca, lealdade da marca, marketing emocional, elementos da marca e, o processo da criativade e a estratégia por detrás da mesma. Além disso, a presente dissertação irá provar que o storytelling é um recurso fundamental e que, bem utilizado, cria sucesso para as empresas, hoje em dia, poderem prosperar. Tudo isto será revelado não só através de uma abordagem teórica mas também, e mais importante, de uma maneira prática (esta é aliás, a questão de pesquisa desta tese). Nesta sequência demonstrativa, a parte teórica será apresentada primeiramente, seguida do método de pesquisa e, por fim, a apresentação dos resultados irão permitir tirar conclusões que responderão à questão de pesquisa desta tese.