品牌故事研究述评:内涵、构成及功能

A Literature Review of Brand Story: Connotation, Constitution and Function

基于品牌故事的研究缺乏与重视不足的现状,旨在梳理和评述品牌故事的内涵、构成要素及功能。品牌故事的内涵演进体现在品牌背后故事、品牌传记、品牌原型故事三个层面;品牌故事的构成要素可以从构建次序、维度、元素、结构等角度进行划分;品牌故事不仅具有教育功能,而且对消费者情感、消费者-品牌关系具有正向作用,同时对消费者忠诚和品牌发展有积极影响。

In view of the current situation of lacking of researches on and attention to the brand stories, this paper is aimed at presenting and commenting the connotation, constituting elements and functions of brand stories. The connotation evolution of brand stories is reflected on the three levels： the story behind the brand, the brand biography, and the archetypal story. The constituting elements of brand story can be divided into such aspects as order, dimension, elements, structure and so on. Brand stories not only have the educational function, but also have positive effects on the consumer emotion and the consumer-brand relationship. Furthermore, brand stories have positive influences on consumer loyalty and brand development.