WK12: Branding

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WK12: Branding

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Brand Value

Brand Equity

Anthropomorphisation

Brand Personality

Brand Tone of Voice

Experential Narration

Event- centric Narration

Narrative (Definition)

Stages of Narrative

Evaluation in Narrative

Narrative model: ACT

Narrative model: AGENCY

Narrative model: SCENE

Narrative model: PURPOSE

Narrative model: AGENT

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Abstract, Orientation, Complicating action, Evaluation, Resolution, Coda

the metaphorical brand person with which the stakeholder is intended to identify ie. M&Ms and use of first person singular on packaging

the telling of a series of two or more interconnected events. Stories need to have a point to be tellable in context it occurs in

What took place in thought or deed

the representation of events as it actually happened

denotes the language styles or register a company uses to communicate its unique personality

Where and when the act occurred

How and by what means the act was performed

Why the act as performed, its implied or stated goal

the attributes of the brand’s character that differentiate it from others.

focus on how the agent experiences the acts/events.

the actual (‘measurable’ in Background reading, p.4) financial worth of the brand.

the descriptive aspects of a brand—whether symbols, imagery, or consumer associations and the strength of those reflections, dependent on customer perception. ie. mental representations of a brand

can feature at any stage, or run through the whole story. This is the element that reveals the reason for telling the story

Who performed the act