Storytelling – a new concept of building a brand image in the creative economy
Journal Title: International Journal of Contemporary Management - Year 2011, Vol 10, Issue 1
Abstract
The paper discusses the concept of branding through storytelling. The aim is also to order the results of research concerning the effectiveness of this method. The author draws attention to the concept of storytelling as a key competence in the era of creativity, describes key components of brand story and indicates examples of brands that use the concept of storytelling. The paper presents the state of research on the effectiveness of the concept of storytelling and identifies areas for further research. Based on the conducted research the author raises the question concerning the future directions of using the concept of storytelling. For the cognitive processes, for instance, it is worth to undertake the research on the influence of storytelling, including such areas as communication and behavioral effects concerning brands, relations with media and public opinion etc.
Authors and Affiliations
Monika Hajdas
Keywords
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