Brand Narrative in the 21st Century

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Author(s): Edna Mngusughun Denga (American University of Nigeria, Nigeria)
Copyright: 2023
Pages: 26
Source title: The Role of Brands in an Era of Over-Information
Source Author(s)/Editor(s): Ricardo Fontes Correia (Polytechnic Institute of Bragança, Portugal), Dominyka Venciūtė (ISM University of Management and Economics, Lithuania)and Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal)
DOI: 10.4018/978-1-6684-8351-0.ch003

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

Consumers assess the credibility of a brand by examining its brand narrative, which is crafted to distinguish it from other brands. Marketing professionals create narratives to promote their brands. Brand narratives emerge when there is a consistent and recurring set of meanings associated with a brand, portraying its place in the world. These narratives play a crucial role in reinforcing brand awareness, promotion, and positioning. Brands must effectively convey unique stories that enhance and deepen consumer relationships. As social creatures, people connect with narratives, making a robust brand narrative a powerful tool for interacting, listening to, and engaging with customers. While brand narratives are not a novel concept, social media has transformed the way they are executed. It serves as a form of content marketing, intriguing audiences without overtly promoting products or businesses.

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Brand Narrative in the 21st Century

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