The Importance of Storytelling in Today's Business

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In today's business there is an abundance of tools for communication to use. They all, however, contain a common denominator - they are all trying to tell a story or even several stories. In this work we investigate how one company can communicate and manage its brand identity through the implementation of storytelling. Theories, mainly from Aaker and Kapferer have been used to investigate brand identity. Based on theoretical and empirical material about storytelling we have found key issues of the notion of storytelling. ...

The Importance of Storytelling in Today's Business 2009, VDM Verlag, Saarbrucken

ISBN-13: 9783639167535

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