A Study on Brand Story Communication from the Perspective of Narrative Theory

Abstract

With the advent of information explosion in the digital era, promoting the high-quality development of Chinese brands has become the focus of attention from all walks of life. This paper aims to explore the strategy of brand storytelling communication in depth, combine the interdisciplinary theories and practical cases of communication, narratology and advertising, and analyze how to effectively shape positive brand image through carefully constructed storytelling means to help enterprises achieve long-term stable development. Firstly, this paper summarizes the concepts and key elements of brand narrative theory and story-based communication. Secondly, it analyzes in detail the presentation of narrative theme and its utility in brand storytelling communication; then, it systematically combs and analyzes narrative structure from three dimensions: character, plot and scene. Finally, the thesis puts forward some strategic suggestions to optimize narrative subject, narrative mode and presentation method, aiming at providing practical guidance for Chinese brand storytelling communication.