Corporate Branding and Storytelling

Introduction

The course prepares students to analyze and understand corporate branding, its psychological and sociological basis, fundamental concepts, and its role in strategic management. It integrates traditional perspectives of corporate branding with a narrative approach, viewing corporate branding through the lens of storytelling. Students will apply concepts and theories related to developing and managing Brand Stories.

The course bridges theory and practice, integrating content from lectures and guest speakers with course assignments, case analyses, and small-group exercises. The coursework culminates in a final brand-storytelling project and presentation, which will then be presented in a research paper. 

Course content

Topics covered:

1. The Value of Corporate Branding and Positioning:
   • Understanding the organization as a force for differentiation.
   • The Vision-Culture-Image (VCI) Alignment Model.
2. Corporate Branding in a Storytelling Perspective:
   • How the fundamental story elements relate to corporate branding
   • Corporate storytelling
3. Identity, Character, and Identification:
   • Identity understood through character attributes
   • Identification and alienation
   • Determinants of brand personality
4. Corporate Storytellers
   • Business Stories
   • Founder Stories
   • Customer Stories

Organizing storytelling and story building

1. Brand Communities
2. Multiplatform Storytelling

The course includes selected cases representing diverse corporate branding opportunities and challenges.