Storytelling - nowa koncepcja budowania wizerunku marki w epoce kreatywnej

• Autorzy: Monika Hajdas

Warianty tytułu

Storytelling - a New Concept of Building a Brand Image in the Creative Economy

• Języki publikacji: PL

Abstrakty

W referacie omówiono koncepcję budowania marki poprzez storytelling. Zwrócono uwagę na koncepcję storytellingu jako jedną kluczowych kompetencji w epoce kreatywnej. Wskazano elementy opowieści marki oraz przykłady marek posługujących się koncepcją storytellingu. Przedstawiono także stan badań nad skutecznością koncepcji storytellingu oraz obszary dalszych badań. (abstrakt oryginalny)

EN

The paper discusses the concept of branding through storytelling. The aim is also to order the results of research concerning the effectiveness of this method. The author draws attention to the concept of storytelling as a key competence in the era of creativity, describes key components of brand story and indicates examples of brands that use the concept of storytelling. The paper presents the state of research on the effectiveness of the concept of storytelling and identifies areas for further research. Based on the conducted research the author raises the question concerning the future directions of using the concept of storytelling. For the cognitive processes, for instance, it is worth to undertake the research on the influence of storytelling, including such areas as communication and behavioral effects concerning brands, relations with media and public opinion etc. (original abstract)

Słowa kluczowe

PL

Marka; Marka produktu; Kreatywność; Budowanie marki

EN

Brand; Product brand; Creativity; Brand building

• Czasopismo: Współczesne Zarządzanie
• Rocznik: 2011
• Numer: nr 1
• Strony: 116--123

Twórcy

autor

Monika Hajdas

• Uniwersytet Ekonomiczny we Wrocławiu

Bibliografia

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