Effect of storytelling marketing on Brand Image of a company in the food and beverage industry.

Kozhabayeva Madina (2023) Effect of storytelling marketing on Brand Image of a company in the food and beverage industry. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This research provides an in-depth examination of the impact of storytelling marketing on the perception of brand image, focusing on prominent examples from McDonald's and Coca-Cola. The study highlights storytelling as not just a method of communication, but a powerful tool for forging emotional connections with customers, thereby shaping a brand's authenticity and perception in the market.The key findings of this research can be summarized as follows:1. Integration of Diverse Narratives: Storytelling marketing employs a range of narrative styles, including emotional, rational, and nostalgic, that have a significant influence on the brand's image and consumer perception of its authenticity. These narrative types are adept at creating strong emotional bonds between the brand and its customers, fostering a sense of connection and loyalty.2. Impact of Narrative Style on Engagement: The style of the narrative used in marketing campaigns - whether it is predominantly emotional, rational, or nostalgic - has a profound impact on consumer engagement and the overall perception of the brand. Different narrative styles, when used strategically, can effectively captivate consumer interest, leading to enhanced brand perception and loyalty.3.Storytelling in the Food and Beverage Industry: For companies in the food and beverage sector, like McDonald's and Coca-Cola, storytelling is a key strategy for raising brand awareness. It goes beyond mere product advertisement, narrating the brand's values, ethos, and the experiences it promises in a way that resonates emotionally with the audience. This form of differentiation is crucial in building a loyal customer base and fostering trust.4. Analysis of Specific Advertisements: The research delves into specific advertisements from McDonald's and Coca-Cola, demonstrating how these brands effectively utilize storytelling elements. Key aspects such as emotional engagement, the use of universal themes like happiness, and the inclusion of diverse narratives, all contribute to creating a positive brand image and a strong connection with consumers.The study concludes that storytelling marketing is a highly effective strategy for crafting a brand's authenticity and enhancing its awareness, especially in the competitive food and beverage industry. When executed proficiently, storytelling marketing has the potential to establish andmaintain lasting relationships with customers, thereby playing a crucial role in the long-term success and sustainability of the brand. This approach underscores the importance of not just selling a product, but also narrating a story that resonates with the audience, thereby elevating the brand's position in the consumer's mind.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, business marketing, communication, food industry, marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:06
Utolsó módosítás:	2024. Feb. 20. 15:06

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