Narrativities

Benoît Heilbrunn
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Benoît Heilbrunn: ESCP Europe

Chapter 5 in Market Mediations, 2015, pp 138-146 from Palgrave Macmillan

Abstract: Abstract The brand is a device whose basic function is to tell its customers stories (in the literal and sometimes figurative sense!). Now, what is a story if not the confrontation of different characters through a certain number of stages? Speaking of tales concerning the brand is to assimilate it to other types of stories such as fairy tales, detective stories and more generally, any process based on the resolution of an initial intrigue.

Keywords: Fairy Tale; Brand Relationship; Figurative Sense; Detective Story; Market Mediation (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-50998-7_6

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DOI: 10.1057/9781137509987_6

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