Branding Through Storytelling

The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling

“…It is widely accepted among scholars that storytelling is imperative in branding a product (Fog, Budtz, and Yakaboylu 2005; Lund, Cohen, and Scarles 2018; Woodside 2010). Essentially, storytelling is at the heart of how brands are shaped; without a special story, there is nothing distinctive about them (ibid.).…”

“…It provides brands with a personality as they possess familiar human traits such as persistence, courage, and imagination (Herskovitz and Chrystal 2010). Stories come with many touch points to the lives of listeners, facilitating an emotional connection with the brand (Fog, Budtz, and Yakaboylu 2005; Woodside 2010). Brands can thus differentiate themselves through authentic stories with interesting characters rooted in the reality of the product (Gunelius 2013).…”

“…Travelers are increasingly sharing their experiences on social media, which affect tourists’ perceptions and decision making (Liu, Wu, and Li 2019), and these experiences are usually delivered through stories (Lund, Cohen, and Scarles 2018), which communicate values and ideas as people are transported into the imaginary world of the stories empathizing with the characters and adopting the message (Van Laer et al 2014; Martin 2010). Stories are imperative in providing destination brands with uniqueness, personality, and an emotional connection (Bierman 2012; Fog, Budtz, and Yakaboylu 2005; Hosany et al 2017). In online spaces, storytelling boosts the persuasive impact of brands, which drives consumers into action (Dessart 2018; Pera and Viglia 2016; Van Laer, Feiereisen, and Visconti 2019).…”

Apple’s Tale: The Engagement and Sense-Making of Apple’s Story-Based Advertisements

“…According to Fog et al (2010), in a market where product quality and pricing are no longer the sole factor contributing to one’s purchase decision, a story is needed. The market is in a saturated state that customers need products that can provide them with positive emotions and experience.…”

“…Storytelling allows brands to establish a relationship with the customers than merely communicating the products’ pricing. Fog et al (2010) also added that a brand is the additional associations towards a company or a product that can influence one’s loyalty to the company. What differentiates one brand from the other is no longer the products, but the story, since the story is what constructs the relationship between the brand and the customer (Fog et al, 2010).…”