Scholarly record

STORYTELLING TECHNOLOGY APPLICATION IN FMCG GOODS BRANDING IN THE RUSSIAN MARKET

I. S. Samoylenko, A. Y. Ladogina, V. V. Golovina, N. A. Razina, E. V. Petushkova

Abstract

The paper deals with the peculiarities of using the storytelling technology in the FMCG products branding as one of the techniques for value-oriented emotioning, i.e. purposeful formation of consumerВ’s emotional response [1]. The study of this aspect in branding is especially relevant today because in a highly competitive environment and with a lot of messages with similar rational arguments, it is difficult to achieve an impassioned and emotional response to the branded goods and to form a differentiated offer. The importance of a story which forms impassioned associations in branding is noted by market practitioners and, from our point of view, its study is expedient. In this paper, the analysis of the information on branding practice received from open sources is given, and the information from branding agencies engaged in the complex development of a brand, and agencies which activity profile is the development of visual communication of a brand is used. According to the results of the research, it was concluded that storytelling is one of the promising technologies used in modern branding. The reason for this is that an emotional story has a direct impact on the emotional state of consumers and is a trigger of interaction with a brand. The branding process itself can be considered as omnichannel storytelling, i.e. a technology that allows telling a single associative story formed with the help of a coordinated method of communications between attributes.

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DOI resolver: doi.org/10.5593/SWS.ISCSS.2019.2/S05.091

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