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- W4385796035 abstract "Consumers assess the credibility of a brand by examining its brand narrative, which is crafted to distinguish it from other brands. Marketing professionals create narratives to promote their brands. Brand narratives emerge when there is a consistent and recurring set of meanings associated with a brand, portraying its place in the world. These narratives play a crucial role in reinforcing brand awareness, promotion, and positioning. Brands must effectively convey unique stories that enhance and deepen consumer relationships. As social creatures, people connect with narratives, making a robust brand narrative a powerful tool for interacting, listening to, and engaging with customers. While brand narratives are not a novel concept, social media has transformed the way they are executed. It serves as a form of content marketing, intriguing audiences without overtly promoting products or businesses." @default.
- W4385796035 created "2023-08-14" @default.
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- W4385796035 date "2023-06-30" @default.
- W4385796035 modified "2023-10-14" @default.
- W4385796035 title "Brand Narrative in the 21st Century" @default.
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- W4385796035 doi "https://doi.org/10.4018/978-1-6684-8351-0.ch003" @default.
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