Brand Storytelling, das begeistert. Leitfaden zur Entwicklung einer einzigartigen Markenerzählung
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Brand Storytelling, das begeistert. Leitfaden zur Entwicklung einer einzigartigen Markenerzählung

Brand Storytelling, das begeistert. Leitfaden zur Entwicklung einer einzigartigen Markenerzählung


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About the Book

Projektarbeit aus dem Jahr 2023 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule Fresenius Idstein (onlineplus), Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, ein umfassendes Verständnis der strategischen Bedeutung von packendem Storytelling für Unternehmen zu vermitteln. Dabei wird der aktuelle Forschungsstand anhand aktueller Literatur und Internetquellen untersucht sowie eine exemplarische Markenerzählung am Beispiel von Patagonia entwickelt. Aufbauend auf diesen Erkenntnissen wird ein Leitfaden für andere Unternehmen entwickelt. In einer Welt, in der die Aufmerksamkeitsspanne von Konsumierenden immer kürzer wird und die Konkurrenz ständig wächst, steht die Kunst der Markenkommunikation vor neuen Herausforderungen. So müssen Unternehmen Wege finden, ihre Botschaften in einer überfluteten Medienlandschaft hervorzuheben und eine Verbindung zu ihrem Publikum herzustellen. Eine Möglichkeit, dies zu erreichen, liegt in der Entwicklung einer begeisternden Markenerzählung, die die Herzen und Köpfe der Konsumierenden erobert. Eine einzigartige Markenerzählung ist dabei nicht nur eine Aneinanderreihung von Informationen über ein Produkt oder eine Dienstleistung. Sie ist ein fesselndes und faszinierendes Narrativ, das die Essenz der Marke einfängt und Käufer: innen in eine emotionale Reise entführt. Wenn eine Markengeschichte richtig erzählt wird, kann sie einen nachhaltigen Eindruck hinterlassen, Kundenloyalität aufbauen und das Potenzial haben, sich viral zu verbreiten. Inmitten der steigenden Flut an digitalen Informationen und in einem ständig wachsenden Wettbewerbsumfeld hat sich eine Marke hervorgetan: Patagonia. Ein Unternehmen, das es versteht, seine Markenbotschaft in eine fesselnde Geschichte zu verwandeln. Patagonia setzt dabei nicht nur Trends in der Outdoor-Branche, sondern auch in der Kunst des Storytellings. Ihr engagierter Fokus auf Umweltbewusstsein und Nachhaltigkeit wird nicht


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Product Details
  • ISBN-13: 9783964875839
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 396487583X
  • Publisher Date: 12 Jan 2024
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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