Storytelling jako narzędzie kreowania wizerunku marki
Storytelling as a tool for creating a brand image

Author(s): Anna Głowacz
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: storytelling; brand; brand image; archetypes; DocMorris
Summary/Abstract: The article presents the essence of storytelling and the possibilities of using it in creating a brand image. The article consists of three elements. The first part of the article presents the concept of a brand and its image, as well as the principles and stages of creating a brand image. The second part explains the essence of storytelling and the types of tools used in storytelling. Archetypes are presented, which are an important element in creating a brand image. The last part of the work presents the creation of a brand image using storytelling on the example of the DocMorris Christmas campaign.

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