Meaning 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 3 in Corporate Storytelling for Branding, 2026, pp 23-38 from Springer

Abstract: Abstract Aim of this chapter is to unpack the concept of storytelling for branding of corporates, giving it proper meaning to the general study of marketing. Marzec (Telling the corporate story: Vision into action. Journal of Business Strategy, 28(1), 26–36, 2007) suggests that corporate stories for branding have great probability of establishing links and connections that lead to emotional attachment between stakeholders and their organisations. Storytelling for branding of corporates is an anchor to marketing since products and services evolve through interactions between consumers and the company, where stories are told and shared. Linked to this, stories are a common way people live as they connect with the thought process and the socialisation, especially relating to the “corporate culture, which spans from days to generations”. Stories for branding of corporates are for people, they work for people within organisations they cannot do without them, and they influence the way they work. Corporate storytelling for branding as an organisational concept, has been applied in the past years for the purposes of improving efficiency and effectiveness.

Keywords: Meaning; Storytelling; Corporate culture; Branding; 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_3

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DOI: 10.1007/978-3-032-03496-0_3

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