Change search
ReferencesLink to record
Permanent link

Direct link
Once upon a time - How advertisers look upon storytelling as a tool to build brand image?
Stockholm University, Faculty of Social Sciences, School of Business.
2005 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The power of a good story has long been recognized. Troubadours and minstrels earned their living telling stories and signing for their suppers. However, where stories used to cluster around things like nationalism, ancestry, history and afterlife, the dominant modern stories cluster around things as cigarettes, beer and car tires. If you think about it even the simplest things like coffee, denim, sneakers and batteries have a story behind them. Today, one can consider the stories in the context of commercial branding. Brand allegories are essentially symbolic stories including extended metaphors and archetypes which convey informative messages.

Place, publisher, year, edition, pages
National Category
Business Administration
URN: urn:nbn:se:su:diva-5739OAI: diva2:195621
Available from: 2007-01-05 Created: 2007-01-05

Open Access in DiVA

No full text

By organisation
School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 71 hits
ReferencesLink to record
Permanent link

Direct link