Research on the Communication Mechanism of Brand Narrative in Shaping Corporate Image
Journal: Journal of Higher Education Research DOI: 10.32629/jher.v6i4.4308
Abstract
This study explores the communication mechanisms of brand storytelling in shaping corporate image. First, it analyzes the construction process of brand narratives, including key components such as defining core brand stories, creating narrative structures and plots, and developing character portrayals to resonate with consumers. Second, it examines the communication mechanisms of brand narratives from both internal and external perspectives, focusing on critical elements like employee engagement and cultural shaping, consumer touchpoints and strategies, as well as social media and viral marketing tactics. Through this research, we aim to provide valuable references for enterprises in brand building and communication strategies.
Keywords
brand storytelling; corporate image; communication mechanisms; internal communication; external communication; social media
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[2] Li, X., & Chen, Y. Corporate Image Construction Through Authentic Brand Storytelling: A Case Study of Chinese National Brands. International Journal of Advertising, 2022, 41(3): 567-589.
[3] Smith, J. A., & Johnson, K. L. Digital Storytelling and Brand Equity: The Mediating Role of Consumer Identification. Journal of Consumer Marketing, 2023, 40(2): 189-203.
[4] Brown, S., & Lee, M. Cultural Branding in the Digital Age: How Multinational Corporations Adapt Narratives to Local Markets. International Marketing Review, 2024, 41(4): 321-340.
[5] Wilson, R., & Davis, E. Sustainable Brand Storytelling: Aligning Corporate Social Responsibility with Consumer Values. Business Strategy and the Environment, 2025, 34(1): 78-92.
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