Corporate Storytelling for Branding

Corporate storytelling for branding is an important tool for improving communication and developing a professional culture. This edited volume provides a comprehensive treatment of the nature of corporate storytelling for branding, with a particular focus on Africa and the opportunities in that region to use storytelling to build a brand. Adopting a multi-stakeholder approach, the book covers the theories related to corporate storytelling for branding, how to evaluate the approaches and envisioning the future. This book also addresses the challenges faced by African economies in achieving sustainable development goals and how corporate storytelling can help overcome these challenges. By adopting a multi-stakeholder perspective encompassing the role of national governments, companies and consumers, this work provides an integrated perspective that will be valuable to the understanding of this important topic.

Addresses the important issues in corporate stories for branding and sustainability from an African perspective Leverages the timeless art of storytelling to create deep, emotional connections with the audience Explores how brands can create a powerful narrative to set them apart from the competition

Autorentext

Brighton Nyagadza is a Lecturer in Digital Marketing and Deputy Unit of Assessment Lead (Business & Management Studies) at York St. John University, London, UK. He is a CABS (UK) Certified Business and Management Educator (CMBE) who holds a Ph.D in Marketing. In addition, Brighton is a Fellow of the Academy of Marketing Science, USA.

Inhalt

Chapter 1: Emergency and Development of Corporate Storytelling for branding.- Chapter 2: Meaning of Corporate Storytelling for Branding.- Chapter 3: Theories related to Corporate Storytelling for Branding.- Chapter 4: Conceptualizing Corporate Storytelling for Branding.- Chapter 5: Evaluating Corporate Storytelling for Branding Approaches for Organisations.- Chapter 6: Corporate Storytelling for Branding Case Studies of Top Companies in Emerging Economies.- Chapter 7: Conclusion: Envisioning the future of Corporate Storytelling for Branding.