In order to catch the attention of the consumers it is no longer enough for a product to cover the basic needs; one has to differentiate the product from others. Consumers are no longer controlled by the basic needs – their willingness to buy is dominated by a need to express the self though the products. Storytelling is a way that companies can differentiate themselves. By using storytelling companies can express their points and values though figurative stories. In 2008 the multinational company Arla Foods AMBA, launched a new campaign “Closer to Nature”, to meet and echo the new values of the consumers. Commercials often use storytelling to create a universe and a story that correlates with the brand. Arla had been battling with an unfortunate image amongst the consumers, and was hoping to change this with the campaign. They were, however, reported to the authorities for misleading marketing by the environmental preservation organization. In this project we will take a closer look at one of the criticized commercials from the campaign, and we will research how Arla uses storytelling, if it seems authentic, and if it spawns a positive image amongst the consumers. Our research question is: How does the use of storytelling affect the corporate brand of Arla?
|Uddannelser||Virksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||14 jan. 2013|
- coporate brand