Fly Global, Act Local: a study into the role of storytelling in the projection and construction of brand

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aut.embargoNoen_NZ
aut.thirdpc.containsNoen_NZ
aut.thirdpc.permissionNoen_NZ
aut.thirdpc.removedNoen_NZ
dc.contributor.advisorPiatti-Farnell, Lorna
dc.contributor.authorCox, Jason Brian
dc.date.accessioned2014-07-23T00:45:05Z
dc.date.available2014-07-23T00:45:05Z
dc.date.copyright2014
dc.date.created2014
dc.date.issued2014
dc.date.updated2014-07-22T09:14:45Z
dc.description.abstractA feature of this increasingly globalised world is the presence and strength of global brands. The investigation analyses how brands are constructed through storytelling and ascertains the effects, influences and outcomes that storytelling might have. Storytelling contributes to the construction and projection of brand. Brands can be based on cultural meaning by using narrative devices, characters and representative techniques that are culturally relevant, appropriate and appealing. This gives brands the ability to construct a brand personality and associate particular cultural phenomena to the brand to differentiate, create cultural meaning and deliver an experience to the consumer. Grounded in the context of globalisation, this study seeks to analyse how a global brand uses storytelling to market its product or service in culturally distinct markets. This research identifies, analyses and discusses several components of brand storytelling and addresses how these many elements come together to create a dynamic and multilayered story.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/7484
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectBranden_NZ
dc.subjectStorytellingen_NZ
dc.subjectNarrativeen_NZ
dc.subjectGlobalisationen_NZ
dc.subjectGlocalisationen_NZ
dc.subjectContent analysisen_NZ
dc.subjectAdvertisingen_NZ
dc.titleFly Global, Act Local: a study into the role of storytelling in the projection and construction of branden_NZ
dc.typeThesis
thesis.degree.discipline
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Communication Studiesen_NZ
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