A STUDY ON THE CONSTRUCT OF BRAND STORY FROM PAST TO PRESENT

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Produced by the brand, the brand story is a coherent narrative reflecting its own emotions. In addition to product, price, quality, marketing, purpose and values aiming to put the brand on an effective position, a convincing story inspires a brand. The purpose of this study is to reveal the factors that are effective in the emergence process of brands from past to present and categorize them. In this regard, a content analysis will be done on the reasons of the emergence of the brand stories included in the sample to categorize and the factors acting role on the formation of brand stories will be revealed. In this sense, out of 100 best global brands of the world declared by one of the most prominent brand consulting firm Interbrand, 30 brands and their stories selected through purposive sampling are analysed. The story of the sample brands are accessed from various sources (official web sites, publications etc.). As the result of the study, it is seen that there are various reasons like personal reasons, to be successful as a result of perseverance and determination, seeking social benefit, depending on technological innovations etc. taking place in the construction process of brand story and the new ones have been added on these elements in time.

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Brand , Brand Component , Brand Story , Interbrand

Abant Sosyal Bilimler Dergisi

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Abant Sosyal Bilimler Dergisi