Author(s)

Qunyi Chen

Corresponding Author

Qunyi Chen

Abstract

This paper focuses on the field of brand storytelling, aiming at constructing its theoretical framework and exploring the way to tell business legends well by using artistic language. Through the comprehensive use of multidisciplinary theoretical research methods, this paper deeply analyzes the related concepts of brand storytelling, the application of artistic language, theoretical basis, and creative principles and strategies. It is found that brand storytelling integrates knowledge of communication, psychology, marketing and other disciplines, and artistic language plays a key role in the creation and dissemination of brand stories, which should follow creative principles such as authenticity, uniqueness and coherence, and use strategies based on brand positioning and excavating cultural connotation. The conclusion of this paper provides support for the theoretical development of brand storytelling, provides targeted guidance for the practice of enterprise brand building, helps enterprises to enhance their competitiveness with brand stories, and shapes popular business legends with artistic language.

Keywords

Brand Storytelling; Artistic Language; Business Legend; Creative Principle