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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
2005.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-5739OAI: oai:DiVA.org:su-5739DiVA: diva2:195621
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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