說故事打造品牌：一個分析的架構

Abstract

本文彙整故事管理、敘事研究、打造品牌等方面文獻，闡述說故事為何有助於打造品牌，並為未來之經驗性研究，提供一個分析架構，以分析產業界如何應用說故事的方式來打造品牌。此分析架構涵蓋三個構面：一、以說故事打造品牌時，說的是什麼故事？二、以說故事打造品牌時，誰在對誰說故事？三、以說故事打造品牌時，應該如何說故事？可以如何說故事？

This paper synthesizes three bodies of literature on story management, narrative studies, and branding into a theory of branding by storytelling. It argues, firstly, that storytelling can facilitate and benefit branding. This paper then presents an analytic framework which can be employed to examine three aspects of storytelling in the practice of branding. First, what kinds of story are more likely to be told in story branding? Second, who are the speakers (or authors) and listeners (or readers) in the process of story branding? What is the point of view imbedded in a brand narrative? Third, how should brand narratives be given and in what way are they usually constructed?