The power of storytelling - a critical theory-based analysis

Whether in films, books, advertising or strategic brand management, stories are omnipresent and give the material world an emotional component that offers consumers orientation and a welcome distraction from the flood of information due to ever-increasing advertising penetration. This paper serves as a critical analysis of the possible applications, success criteria and future prospects for successful storytelling in relation to strategic brand management in companies. The thesis deliberately excludes other strategic aspects and possible applications of storytelling, such as support in management processes or long-term employee loyalty to the company, in order to make the most of the limited space available in a master's thesis by analysing the relevant scientific models and limiting the scope to relevant cases in the field of strategic marketing management.

Autorentext

Tim Neuhaus, born in Solingen in 1990, studied Strategic Marketing Management at the International School of Management and Oxford Brookes University in Great Britain. His research and project work focused on strategic market research in the field of brand strategy and sustainable brand management in B2B.