Brand Narrative in the 21st Century

Abstract

Consumers assess the credibility of a brand by examining its brand narrative, which is crafted to distinguish it from other brands. Marketing professionals create narratives to promote their brands. Brand narratives emerge when there is a consistent and recurring set of meanings associated with a brand, portraying its place in the world. These narratives play a crucial role in reinforcing brand awareness, promotion, and positioning. Brands must effectively convey unique stories that enhance and deepen consumer relationships. As social creatures, people connect with narratives, making a robust brand narrative a powerful tool for interacting, listening to, and engaging with customers. While brand narratives are not a novel concept, social media has transformed the way they are executed. It serves as a form of content marketing, intriguing audiences without overtly promoting products or businesses.