The dynamic construction of brand storytelling

Branding literature has long recognized storytelling as a powerful tool to provide meaning to the brand, and to build relationship between customers and brands. In the literature, there has been a lot of focus on consumer behavior and narrative process, but only a few studies have investigated storytelling from a managerial or strategic branding perspective. This paper aims to bridge this gap by using a single case study based on 18 semi-structured interviews with brand and communication managers. Building on the stakeholder's co-creation of brand meaning perspective, this research makes use of an in-depth case study in an effort to understand, from the inside, how brand storytelling is implemented and embedded in the communication process, as well as how the new digital ecosystem may challenge the brand storytelling. It provides detailed insights into the dynamic construction of brand storytelling and extends the scope of the brand meaning's co- creation from consumers to intra-organizational stakeholders.