Application Research of Brand Story in Marketing
Abstract
Brand stories play a vital role in modern marketing. It can not only enhance the brand awareness, but also enhance the brand loyalty
of consumers through emotional resonance. The construction of a brand story usually consists of four parts: beginning, development, climax,
and ending. The beginning part introduces the origin and original intention of the brand, the development stage describes the growth and challenges of the brand, the climax part shows the success and brilliance of the brand, and the ending part looks forward to the future of the brand.
This paper will explore the elements of the brand story and its application strategy in marketing, and analyze its practical effects through the
Nike case.
of consumers through emotional resonance. The construction of a brand story usually consists of four parts: beginning, development, climax,
and ending. The beginning part introduces the origin and original intention of the brand, the development stage describes the growth and challenges of the brand, the climax part shows the success and brilliance of the brand, and the ending part looks forward to the future of the brand.
This paper will explore the elements of the brand story and its application strategy in marketing, and analyze its practical effects through the
Nike case.
Keywords
Brand story; Marketing; Emotional resonance
Full Text:
PDFReferences
[1] Xu Ting. Study on the impact of brand stories on brand loyalty [D]. Guangxi Normal University, 2021.
[2] Lin Jiahun. Research on brand story construction and communication of growing enterprises [D]. South China University of Technology, 2021.
[3] Li Shumei. Study on the influence of brand story on regional brand purchase intention of agricultural products [D]. Shihezi University,
2020.
[4] Tang Shan. Brand story influences consumer purchase willingness study [D]. Beijing Jiaotong University, 2019.
DOI: http://dx.doi.org/10.18686/frim.v2i4.4342
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