Emergency and Development of Corporate Storytelling for Branding

Brighton Nyagadza
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Brighton Nyagadza: York St. John University, Department of Business, Management and Health Studies

Chapter 1 in Corporate Storytelling for Branding, 2026, pp 1-13 from Springer

Abstract: Abstract Areas to be covered in this chapter include brief historical development of storytelling, defining the concept of storytelling for branding creation elements or fragment, the characters, the archetypes and corporate storytelling for branding instrumentation. A well-designed compelling corporate narrative is important to an organisation for effective branding, as it enhances reputation of the corporate brand and underscores the importance of foundational reputation building platforms. Brand stories that are well developed help audiences to see the organisation as original, different, transformative in nature and relatable, which ultimately improves the public image. Likewise, the connection between emotions to corporates brands are reflected through various relationship elements such as love mark, brand love, brand communities and brand commitment, with issues like passion and intimacy highly examined across related fields.

Keywords: Corporate stories for branding; Historical development of storytelling; Transforming and lovable; M31; L82; Z10 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-03496-0_1

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DOI: 10.1007/978-3-032-03496-0_1

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