Chapter Storytelling as a tool for creating a brand image

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Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Polnisch Verlag: [Erscheinungsort nicht ermittelbar] : Wydawnictwo Uniwersytetu Łódzkiego, 2022Beschreibung: 1 Online-Ressource (1 electronic resource 263-277 p.)ISBN:

9788382207101
9788382207118

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Zusammenfassung: The article presents the essence of storytelling and the possibilities of using it in creating a brand image. The article consists of three elements. The first part of the article presents the concept of a brand and its image, as well as the principles and stages of creating a brand image. The second part explains the essence of storytelling and the types of tools used in storytelling. Archetypes are presented, which are an important element in creating a brand image. The last part of the work presents the creation of a brand image using storytelling on the example of the DocMorris Christmas campaignPPN: PPN: 1983984590Package identifier: Produktsigel: ZDB-94-OAB

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Open Access. Unrestricted online access star

Namensnennung - Nicht-kommerziell - Keine Bearbeitungen 4.0 International CC BY-NC-ND 4.0 cc:

https://creativecommons.org/licenses/by-nc-nd/4.0/

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