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Narrativities

In: Market Mediations

Author

Listed:
  • Benoît Heilbrunn

    (ESCP Europe)

Abstract

The brand is a device whose basic function is to tell its customers stories (in the literal and sometimes figurative sense!). Now, what is a story if not the confrontation of different characters through a certain number of stages? Speaking of tales concerning the brand is to assimilate it to other types of stories such as fairy tales, detective stories and more generally, any process based on the resolution of an initial intrigue.

Suggested Citation

  • Benoît Heilbrunn, 2015. "Narrativities," Palgrave Macmillan Books, in: Market Mediations, chapter 5, pages 138-146, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-50998-7_6
    DOI: 10.1057/9781137509987_6
    as

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