BRAND EXPERIENCE &

STORYTELLING

Submitted by Group 7
Prachi Mohan 14P033
Rishabh Sood 14P039
Srishti Jain 14P050
Devang Nahar 14P075
Diksha Mahajan 14P077

INTRODUCTION

The best brands are built on great stories

Ian Rowden, Chief Marketing Officer, Virgin Group
A brand story is more than just content and a narrative of the brand. The
story goes beyond whats written on a website, the text in a brochure or
the presentation used to pitch to customers
The story isnt just what you tell people its also what they believe about
you based on the signals your brand sends. The story is a complete
picture made up of facts, feelings and interpretations
Each element of business or brand, from the colors and texture of your
packaging and business cards, to the staff hired is part of the brand story
and every element should reflect the truth about your brand back to your
audience
Brand storytelling helps create:
ACOMPELLINGBRANDSTORYSTRATEGY,
BRANDNAMES,PRODUCTNAMES,BOOKTITLES&
TAGLINESTHATHELPITSTANDOUTFROMTHECROWD
UNIQUEMARKETINGSTRATEGY

NEED GAPS
With so much that storytelling does for the brand and
the business it is important to study its impact and
what has an impact on it
The overall impact of storytelling on the tangible and
intangible aspects of brand value
Brand storytelling might serve as a way to bind the
customers to a particular message, and thus increase
engagement
The key elements of brand story telling that increase
the brand recall

RESEARCH OBJECTIVE AND

RELEVANCE

The purpose of this research is to analyze the overall

impact of storytelling on the tangible and intangible
aspects of brand value. How brand experience and
brand value correlate. Also to understand what the
impact of brand storytelling and brand experience on
the brands perceived image.

Research questions:
How brand storytelling impacts the perceived brand
image
Does brand experience impact brand value positively
or negatively

HYPOTHESIS
1. Brand storytelling positively impacts the perceived
brand image
2. Brand value is positively correlated with brand
experience

DATA COLLECTION

Survey questionnaire: Survey was used as an

instrument of data collection
The sample size taken was - 80 out of which 11 were
discarded (MDI students)

QUESTIONNAIRE

HYPOTHESIS-1 ANALYSIS
Brand storytelling positively
impacts the perceived brand
image

Rate Apple as a brand (5 being the highest)

Suppose you were ignorant of the history and innovation and general customer
loyalty surrounding Apple. How would Apple fare then? (5 being the highest)

APPLE: UNINTENDED STORY

TELLING
44.9% people have given Apple the highest rating
as a brand
However, when asked to rate Apple, had they
been unaware of its history, innovation & general
customer loyalty, only 8.7% still gave Apple the
highest rating (only 19.3% retention)
This shows how the history, innovation &
awareness of the customer loyalty of Apple as a
brand has helped build the Apple brand through
unintended story telling

Pick the best campaign from the following:

E COMMERCE: IMPACT OF
DIFFERENT TYPES OF BRAND
STORYTELLING
This question explores the impact of different types of
storytelling for different brands in the same industry (E
commerce here)
Flipkart, being an online marketplace, used the element of
trust in its marketing communication, as part of its
storytelling, to connect with its target audience
In contrast its competing firms, Amazon & Snapdeal, used
variety and emotional connect respectively as its focus of
brand storytelling
The consumers rated the Flipkart ad campaign to be the
best amongst the 3
Brands in the same industry can build their brand image
using brand storytelling as part of its marketing
communication, the success of which will depend on the
connect of each with the customers

Rank the following ads (1 being the best)

DIFFERENT TYPES OF BRAND

COMMUNICATION
The last question explores how different kinds of
marketing communication, including brand
storytelling, mild storytelling, humor, product
details & celebrity endorsements impact brand
image
Here, the Google ad gets the maximum votes as
the best ad campaign, where in the brand used
brand storytelling and established an emotional
connect with its audience
Yippie & Alpenliebe got the lowest votes as they
communicated the core benefits of the brand,
without humor or emotional connect with the
customers

Recall the little kid in the 'jalebi?' ad (90's ad). Which cooking oil was shown in
the ad?

CORRELATION BETWEEN STORYTELLING &

BRAND NAME RECALL
This question attempts to explore how brand
storytelling could overpower the communication
of brand name
Sometimes there might not be a correlation
between the richness of the story and recall of the
brand name
We used the iconic Jalebi ad to explore this facet
of brand storytelling
However 55.1% of the total respondents were able
to recall the correct name of the brand, for the
other respondents, the storytelling overpowered
the brand recall

HYPOTHESIS-2 ANALYSIS
Brand value is positively
correlated with brand
experience

Apart from the coffee, what is the best thing about

Starbucks?

Suppose the option you picked in the above question ceased to exist, how would
you rate Starbucks, if you initially rated it 5/5?

STARBUCKS: BRAND EXPERIENCE

VALUE

The 1st question, asking people the best thing

about Starbucks, apart from the coffee, is just
exploratory
The 2nd question shows how the rating changes if
the perceived best element of the brand
experience is revoked, everything else remaining
constant
Only 5.5% of the respondents still rated
Starbucks to be the highest even after their most
important brand experience element was revoked
This primarily indicates the importance of brand
experience to the overall brand perception

CONCLUSION

Brand storytelling positively impacts the

perceived brand image
Unintended

brand story telling can also positively impact

brand image as in the case of Apple
Brands in the same industry can build their brand image
using brand storytelling as part of its marketing
communication
Brand storytelling that uses an emotional connect better
impacts brand image
Brand storytelling can, in some cases and to some extent,
overpower brand recall

Brand value is positively correlated with brand

experience

RECOMMENDATIONS

Brand storytelling is a powerful tool in creating

brand image and should be used by companies to
create an emotional connect with the consumers
Brand experience also positively impacts brand
value and hence companies should focus on
creating an experience around their brand to
increase perceived value of the brand

LIMITATIONS
Small sample set due to paucity of time
o Quantitative methods and statistical tools could be used for
future research by testing with a large sample size
o Bias could have occurred due to male female ratio
o

FUTURE SCOPE
Future research can be done by segregating
consumers on a demographic and psychographic
basis like region, income etc
Further understanding and impact of digital
elements in storytelling

THANK
YOU!