publication . Article . 2011

Corporate Narrations. An Instrument of Strategic Brand Management

Adela Rogojinaru;
Open Access English
  • Published: 01 Aug 2011 Journal: Styles of Communication (issn: 2065-7943, eissn: 2067-564X, Copyright policy)
  • Publisher: University of Bucharest Publishing House
Abstract
Using textual analysis as a method, our aim is to connect the disciplines of brand management to brand communication via text-based approaches. It has been part of the academic tradition to treat all textual perspectives within the exclusive domain of literary studies. We nevertheless consider that an interdisciplinary recovery of classic text-based methods is fertile in advancing our research methods in branding, especially for teaching purposes at master and doctoral level of the communication disciplines. The methodology is based on the analysis of the use of storytelling in four corporate books on four well-known brands: Coca-Cola, Pepsi, Avon, and Disney.
Subjects
free text keywords: collective memory, branding, strategic communication, brand palimpsest, Philology. Linguistics, P1-1091, Communication. Mass media, P87-96
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