Publication
STORYTELLING TECHNOLOGY APPLICATION IN FMCG GOODS BRANDING IN THE RUSSIAN MARKET
(STEF92 Technology, 2019, I. S. Samoylenko, A. Y. Ladogina, V. V. Golovina, N. A. Razina, E. V. Petushkova)
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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 consumers 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. T...
SOCIAL SCIENCES: Section Business and Management2019
