The role of storytelling in building a brand

Abstract

Nowadays, storytelling is a well-known tool used in process of building a brand. Despite of popularity of corporates’ stories, the elements a good brand story and condition under which story creates a value of a brand remains unclear. The present article is aimed to give an outlook on the role of storytelling in building a brand and how to design a good brand story. This paper is based on literature review. The analysis of polish and foreign surveys reveal that brand story rises positive emotions, unique association and better assessment to a brand. Researchers listed various elements that comprised a good brand story, e.g. authenticity, benefits, first-person narrator, sense of humor. Storytelling gives opportunity

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