Brand Storytelling as a Factor of Product Value Acquisition (in the Context of the Company «Nike»)

Abstract

Research Methodology. During the research with helping the bibliographic method, the scientific literature on original research’s theme was processed, the methods of observation and comparison allowed to gather and select necessary materials for the topic. The descriptive method was used to study the characteristic properties of storytelling. For gathering statistical data, was used content analysis. In turn, monitoring allows us to keep an eye on Nike Company’s development in the PR industry.

Results. Brands will get the market advantage, which able to constantly generate news and maintain communication with the consumer. Using PR-technologies successfully helps to support the attention of specialists, particularly storytelling. Every campaign is a platform for informational occasion – about product, brand, management, project – about new element in the plot’s chain. Brands become into peculiar news agencies, pompous headlines and unique stories fight for the consumer’s attention. During the research, we could take up the history of PR-activities of «Nike» sportswear manufacturer, emergent social processes in human life, audience’s behavior processes in a frame of mass communication and culture, their influence on brand’s goodwill. There was correlation between using PR-technologies, positive reputation and extra charge in the processing of acquiring products with high value. Stories appeal to generate emotions, trust and sensible choose, which is the key of a conscientious consumer. Meanwhile, positive reputation of a brand corroborates human’s conscientious choice, and consumer continues choosing this brand and agrees to overpay extra charge on the product. Plot, which are correctly constructed, are induce to beginnings strong emotional connection between company and consumer, or between brands and consumer, in the same way there are assimilation of values, which bring stories. Thanks to the interesting and caring storytelling, brands receives positive response from a special purpose audience, which leads to attachment, that prompt consumers’ own free will to pay extra charge, that’s why a product gains increased value, than it actually costs. There are theoretical and methodological aspects of the technologies of modern PR-activity, particularly storytelling, in this article. It is analyzes principles, approaches, techniques and methods of applying storytelling in the practice of foreign companies, also the research of correlation between sales’ success and indicated PR-technology.

Novelty. And that’s why the results of the research and analyzing experience of using storytelling with «Nike» company’s example can be used for improving the quality of PR-activities of domestic companies, also for increasing their image and rising of customers’ loyalty level.

Key words: storytelling, history, brand, goodwill, reputation, PR, public relation.