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 111
- Downloads 0
The Innovative Potential of the Hidden Champions of the Polish Economy
The concept of the hidden champions, developed by H. Simon, indicates that apart form large transnational corporations there are also other groups of companies that operate behind a veil of discretion which play a crucia...
Mapowanie a foresight – wybrane aspekty metodologiczne jednego ze współczesnych nurtów badawczych w naukach o zarządzaniu
System jakości ISO 9001 jako ramy osiągania korzyści strategicznych i wdrażania innowacji organizacyjnych
Systemy jakości ISO 9001 są dość mocno rozpowszechnione wśród przedsiębiorstw i mimo pewnej krytyki ciągle zyskują na popularności. Szerokie wykorzystanie systemów nie idzie jednak w parze z klarowną oceną korzyści jakie...
Innovation cooperation of industrial enetrprises in supply networks. Lubuskie voivoidship case study between the years 2008–2010
Among all the surveyed industrial enterprises in Lubuskie less than half of the surveyed en-tities collaborate in the area of innovation. In the tested group of companies, it was larger companies who were shown to have m...
Managerial Innovation Effects in Public Cultural Institutions – Monitoring Issues
[b]Background. [/b]It is essential to develop methodology for the collection of innovation data in the public sector. It pertains also to monitoring the outputs and outcomes of managerial innovations. As the methodology...