Class Branding and Storytelling

The course introduces branding as a concept and set of practices that elevates brand management to a specific discipline and an area of professional specialization, placing this new reality in tension with the critique of marketing and consumption. Since the use of Storytelling is one of the differentiating factors of Branding, there will be a theoretical, methodological and practical approach to the art of narrating and telling stories. Contact with professionals in the field completes the students' training in these two areas of knowledge.   

Not applicable

1. Introduction to branding 1.1 Concepts and theoretical approaches 1.2 Evolution through History 1.3 Objectives of Branding 1.4 Branding Dimensions 2. Branding Strategy 2.1 Definition: from idea to identity 2.2 Implementation: from positioning to communication 2.3 Operational management and legal issues 2.4 The search for innovation 3. Storytelling applied to Branding 3.1 Narrative and memory 3.2 The power of a good story to connect 3.2.1 Brand identity and image 3.2.2 Experience, emotion, and search for meaning 3.2.3 What the brand stands for and what the brand shares 3.3 Storytelling in a society saturated with information 4. The technique of Storytelling - From traditional to digital 4.1 The art of storytelling 4.2 Fundamental elements, sequence and valorization of the story 4.3 Effects on audience behavior 4.4 Storytelling and digital media 4.5 The skill profile of the copywriter 5. Criticism of communication applied to consumption: from Baudrillard to Coccia 6. Storytelling project in a real context

The course unit will be taught using: - Expository method - exposure of content during classes with the use of multimedia supports and realization of lectures by experts; - Interrogative method - animation of discussions on the themes of the UC; - Active method - exploration of content in various media (texts, audiovisuals, ...), conducting case studies, implementation of the Storytelling project and organization of direct contact session with professionals in the area (tertulia and networking). The evaluation will have two components: a) Formative assessment, in which the Storytelling project applied to Branding is included - 50%; b) Summative evaluation, which includes the writing of a critical essay of up to 12 pages on one of the themes of the course - 50%.

Baudrillard, J. (2008). A sociedade de consumo. Edições 70. Biesenbach, R. (2018). Unleash the Power of Storytelling: Win hearts, Change minds, Get results. Illinois: Eastlawn Media. Coccia, E. (2017). O Bem nas Coisas: a publicidade como discurso moral. Documenta. Delgadillo, Y., and J.E. Escalas. (2004). Narrative word-of-mouth communication: exploring memory and attitude efects of consumer storytelling. Advances in Consumer Research, 31, pp. 186–192. https://doi.org/10.1134/S1067413608020082. Dias, P. & Cavalheiro, R. (2022).  The role of storytelling in the creation of brand love: the PANDORA case. Journal of Brand Management, volume 29, pp. 58–71 Fog, K.; Budtz, C.; Munch, P. & Blanchette, St. (2010). Storytelling – Branding in Practice (2nd Edition). Springer. Malinic, R. (2019). Book Of Branding. A Guide To Creating Brand Identity For Start-Ups And Beyond. Brand Nu Limited. de Radim Malinic