Fly Global, Act Local: a study into the role of storytelling in the projection and construction of brand
Cox, Jason Brian
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A feature of this increasingly globalised world is the presence and strength of global brands. The investigation analyses how brands are constructed through storytelling and ascertains the effects, influences and outcomes that storytelling might have. Storytelling contributes to the construction and projection of brand. Brands can be based on cultural meaning by using narrative devices, characters and representative techniques that are culturally relevant, appropriate and appealing. This gives brands the ability to construct a brand personality and associate particular cultural phenomena to the brand to differentiate, create cultural meaning and deliver an experience to the consumer. Grounded in the context of globalisation, this study seeks to analyse how a global brand uses storytelling to market its product or service in culturally distinct markets. This research identifies, analyses and discusses several components of brand storytelling and addresses how these many elements come together to create a dynamic and multilayered story.