A Storytelling and Brand Identity Connection

Sammanfattning: Title: A Storytelling and Brand Identity Connection - A multiple case study on companies communicating through storytelling and how it can connect to their brand identity. Date of Seminar: June 2, 2022. Course: BUSN39, Degree Project in Global Marketing. Authors: Erik Andrén and Therese Hermelin. Supervisor: Mats Urde. Key Words: Corporate Brand Management, Corporate Brand Identity, Storytelling, Connection, Scandinavian Airlines, Bona, Volvo Cars. Purpose: The purpose of theís study is to explore the phenomenon of storytelling as a theory for connecting brand identity with storytelling. And how it can contribute to effective brand communication. This will be conducted by looking at the three case companies: Volvo Cars, Scandinavian Airlines and Bona, and analyzing their brand identity and storytelling. Methodology: The methodology of this study revolves around a qualitative multiple case study with a relativist and social constructionist perspective. Furthermore, this study has opted for an abductive approach. Theoretical perspective: The theoretical perspectives of this thesis will primarily consist of Aristotle's Dramaturgy Model as the theoretical foundation of storytelling. Furthermore, the study will also apply two matrices within Corporate Brand Management, namely the Corporate Brand Identity Matrix, and The Storytelling Matrix as well as the theory of Signature Stories. Empirical data: The empirical data consists of primary sources, which will be used in order to create the necessary identity matrices for the case companies, and secondary sources concerning the companies ́ storytelling which will be further analyzed with the identity matrices and the storytelling matrix. Conclusions: A storytelling and brand identity connection concerns when a brand ́s elements in their brand identity matches the same elements in their storytelling. This is established by mapping the different lines in the matrices and later on comparing them with each other. The case companies have a certain connection in terms of storytelling and brand identity regarding the competition and strategy diagonal, and the communication horizontal.