Corporate storytelling for branding is an important tool for improving communication and developing a professional culture. This edited volume provides a comprehensive treatment of the nature of corporate storytelling for branding, with a particular focus on Africa and the opportunities in that region to use storytelling to build a brand. Adopting a multi-stakeholder approach, the book covers the theories related to corporate storytelling for branding, how to evaluate the approaches and envisioning the future.
This book also addresses the challenges faced by African economies in achieving sustainable development goals and how corporate storytelling can help overcome these challenges. By adopting a multi-stakeholder perspective encompassing the role of national governments, companies and consumers, this work provides an integrated perspective that will be valuable to the understanding of this important topic.
Chapter 1: Emergency and Development of Corporate Storytelling for
branding.
Chapter 2: Meaning of Corporate Storytelling for Branding.-
Chapter 3: Theories related to Corporate Storytelling for Branding.
Chapter
4: Conceptualizing Corporate Storytelling for Branding.
Chapter 5:
Evaluating Corporate Storytelling for Branding Approaches for Organisations.-
Chapter 6: Corporate Storytelling for Branding Case Studies of Top Companies
in Emerging Economies.
Chapter 7: Conclusion: Envisioning the future of
Corporate Storytelling for Branding.
Brighton Nyagadza is a Lecturer in Digital Marketing and Deputy Unit of Assessment Lead (Business & Management Studies) at York St. John University, London, UK. He is a CABS (UK) Certified Business and Management Educator (CMBE) who holds a Ph.D in Marketing. In addition, Brighton is a Fellow of the Academy of Marketing Science, USA.
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