Research On The Construction And Communication Of Brand Narrative Theme

The research of brand narrative in this thesis is a new attempt which conduct a study on the strategy of using narrative(story-telling)way to communicate brand. As we all known, narration has always been the means of people transmitting information and expressing emotion, while the story is deeply loved by people because of its novel, suspensive and easily disseminative characteristics, So, how to use the means of narration that people love, how to propagate the brand image by wonderful stories, have become the strategies by more and more enterprises when they implementing brand strategies.This thesis selects the theme of brand narrative as a starting point, does research into the construction and communication of brand narrative theme, combining related theory of the narrative study, the marketing study, the communication study as well as psychology. This thesis contains some points as follows:Firstly, combing related theory of brand and narrative study, respectively explores the importance of brand communication in enterprise's establishing brand strategy , of brand narrative in brand's communication and of theme in brand's narrative; Secondly, using the theory of demand level by Maslow to classifies, summarizes the brand narrative theme to the consumers'different demand pattern, and extracts 12 brand narrative theme modes; Thirdly, combing related theory of marketing study, does research into other five important factors that influence the brand narrative construction apart from consumers'demands, analyzes one by one the possible influence of brand narrative theme construction, and explores how to make better use of these factors to be in the service of matching narrative theme construction; Finally, combing the related theory of communication study, analyzes the principle of the brand narrative theme in the process of communication, and comes to the three basic communication principles of consistency, coherence and integration, and provides the communication of the brand narrative theme theoretical guidance with practical value.