Setting the Narrative: An Audience Agency Approach to Brand Development

Mathias Møller Preisler, Martin Jensen & Mathias Foged

Studenteropgave: Kandidatprojekt


This project constitutes a study into the benefits of recognizing audience agency as the primary driver behind strategic communication. The central element of the research is the creation of a company brand, with the interpretations and perceptions of it's key audience as the frame and starting point for the definition of the brand. By establishing the dialogical nature of communication as the foundation for creating strategic communication, the project utilizes a qualitative, interpretivist framework along with theoretical perspectives on community formation and brand narratives, with the aim of creating a substantiated and meaning value proposition aimed at the central stakeholder consisting of the defined target group. The findings of the study consists of an empirical estimation of the complex meaning structures that the relevant audience inhabit and the further formulation of a positioned brand narrative, the core of which takes its outset in the categorized and thematized empirical data. The findings of the study arguably reveals the potential benefits of a clear and in-depth understanding of the key audience and the relevance of this understanding as an intangible resource, which can be utilized when formulating strategic communication.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato29 maj 2018
Antal sider51
VejledereKim Sandholdt


  • Branding
  • Community