Amul's brand storytelling : from communicative narratives to action / Uttam Chakraborty, Santosh Kumar Biswal.

Format:

Book

Author/Creator:

Chakraborty, Uttam, active 2024, author.

Biswal, Santosh Kumar, 1979- author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Storytelling--Case studies.

Storytelling.

Product management--India--Case studies.

Product management.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Storytelling is a narrative form of brand communication. Because consumers are bombarded with numerous advertising messages, brand storytelling enables a brand to overcome the cluttered environment. Advertising is one of the forms of brand storytelling that is utilized for multiple purposes: influencing consumer behavior, achieving and retaining brand loyalty, product differentiation, and overall brand equity. Amul is the largest, best-selling, and fastest-growing dairy brand in India with annual revenue of USD 392 billion. Amul's storytelling enables its brand to create and maintain a distinct place for itself among competing brands. As it connects factually, visually, and emotionally to the consumers, this narrative and creative message remains effective and influences the market share of a given brand. Students will be asked to discuss the importance of brand storytelling, brand differentiation, and brand positioning and to design and evaluate a brand story. Students will also encounter the elements, transmedia, and evaluation of brand storytelling.

Notes:

Description based on XML content.

ISBN:

1-0719-2299-8

9781071922996

OCLC:

1417357966