A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Brand Management: From Storytelling to Strategic Narratives
Strategic brand management presupposes the use of different strategies. The dimensions. In this theoretical chapter, the authors analyze how the most known concepts are related. As a result, brand equity plays a great importance in brand image and brand identity, implying different approaches in the communication process of brands. Consequently, storytelling plays a specific role in brand communications, especially digital storytelling. Creating appropriate narratives, brands can improve customer engagement, consumer’s emotional involvement and loyalty.
Brand Management: From Storytelling to Strategic Narratives
Strategic brand management presupposes the use of different strategies. The dimensions. In this theoretical chapter, the authors analyze how the most known concepts are related. As a result, brand equity plays a great importance in brand image and brand identity, implying different approaches in the communication process of brands. Consequently, storytelling plays a specific role in brand communications, especially digital storytelling. Creating appropriate narratives, brands can improve customer engagement, consumer’s emotional involvement and loyalty.
Brand Management: From Storytelling to Strategic Narratives
Springer ser. in des. and Innovation
Martins, Nuno (editor) / Brandão, Daniel (editor) / Paiva, Francisco (editor) / Dominique-Ferreira, Sérgio (author) / Praça, Sofia (author) / Prentice, Catherine (author)
2022-09-19
22 pages
Article/Chapter (Book)
Electronic Resource
English
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