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- Title
Creating Strong Brand through Storytelling on an Application- Based Transportation Industry.
- Authors
Widyakusumastuti, Maria Anggia; Wiguna, Daniel Bermo Satria
- Abstract
This study looks at public relations in conducting brand storytelling. It discusses how to create a strong brand through storytelling. Public relations used employees' and customers' positive experiences to develop and communicate brand values through storytelling. The brand story must be consistent, compelling, and genuine. The use of social media in brand storytelling also improved public engagements, and it eventually made public feel that they are part of the brand. This research is a descriptive qualitative research.
- Subjects
BRAND image; STORYTELLING in business; BRAND equity; SOCIAL media in marketing; QUALITATIVE research
- Publication
Pertanika Journal of Social Sciences & Humanities, 2018, Vol 26T, p231
- ISSN
0128-7702
- Publication type
Article