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
Related Articles
- EP ID EP57958
- DOI -
- Views 105
- Downloads 0
The Role of Managers in Effective Strategy Implementation
Background. The subject of strategy execution is now one of current areas of research, and the role of managers responsible for a proper organization of the implementation process is mentioned among many barriers. Theref...
Flexible Employment and Personnel Risk
The article presents personnel risk in the context of flexible forms of employment. There are two types of personnel risk, that is, employer risk and employee risk. Both risks depend on the use of an employment form. It...
Evaluation of determinants of innovation in agricultural producer groups
The aim of the article was to assess the climate for innovative farms affiliates. The study was conducted using a questionnaire survey in three groups of agricultural producers (two co-operatives and company), operating...
Implementacja korporacyjnych metod zarządzania w sektorze publicznym – moda czy konieczność?
Opracowanie zawiera prezentację stosowanych w sektorze publicznym instrumentów zarządczych. Pokazuje stopniową metamorfozę instytucji publicznych i metody diagnozowania efektów zmian, które umożliwiają podsumowanie i ewa...
Zmiana organizacyjna w administracji państwowej w perspektywie historycznej – aspekty społeczno-kulturowe
W artykule przedstawiono zagadnienie wprowadzenia zmiany organizacyjnej w administracji państwowej w Polsce w okresie międzywojennym. Zwrócono uwagę na kategorie służące opisowi rzeczywistości organizacyjnej i ukazano ak...