Fly Global, Act Local : a study into the role of storytelling in the projection and construction of brand : a thesis submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Communication Studies (MCS), 2014 / Jason Cox.
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...
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| Format: | Ethesis |
| Language: | English |
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| Online Access: | Click here to access this resource online |
| Summary: | 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. Author supplied keywords: Brand; Storytelling; Narrative; Globalisation; Glocalisation; Content analysis; Advertising. |
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| Physical Description: | 1 online resource Also held in print (ix, 121 leaves : illustrations ; 30 cm) in off-campus storage, box 130. |
| Bibliography: | Includes bibliographical references. |