Strategic Brand Storytelling : Leveraging Narrative for Competitive Value Creation

Mills, Adam J. (EDT)

Routledge（2025/02発売）

• 製本 Hardcover:ハードカバー版／ページ数 170 p.
• 言語 ENG
• 商品コード 9781032974415
• DDC分類 658.827

Full Description

In a world where the power of a brand is etched through stories, this book emerges as a critical exploration into the essence and impact of narrative in branding. It delves into the strategic dimensions of brand storytelling and presents a comprehensive journey from the foundational theories to the practical implications of storytelling in marketing.
Readers will explore how brands leverage stories to forge deep connections, evoke emotions, and differentiate themselves in a cluttered marketplace. Through a series of insightful contributions, this book examines the architecture of brand stories, investigates their role in guiding marketing strategy, and discusses their impact on stakeholder engagement. This volume is an invaluable resource for marketing professionals, brand managers, and scholars, offering both a deeper theoretical understanding and practical frameworks to harness the transformative power of storytelling in strategic brand management.
The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.

Contents

Introduction: Strategic Brand Storytelling 1. Brand stories in marketing: A bibliographic perspective 2. The dynamic construction of brand storytelling 3. Story elements, narrative transportation, and schema incongruity: A framework for enhancing brand storytelling effectiveness 4. The role of plot in brand story construction: A neurophysiological perspective 5. How dark stories boost recall 6. Telling the tale: Applying a strategic brand storytelling process for STP planning 7. Building positive internal and external stakeholder perceptions through CSR storytelling 8. Brand activism change agents: strategic storytelling for impact and authenticity