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Brand Personas with a Story - How they are created and categorized

Chauvet, Céline LU and Vesterlund, Ida LU (2018) BUSN39 20181
Department of Business Administration
Abstract
Purpose: The purpose of this study is to explore how the phenomenon of brand personas
with a story can be constructed and categorized by integrating literature theory, illustrated by
case examples. There is a need for this type of study, as a profound knowledge gap exists in
relation to brand personas, their stories and the creation of them as characters. Thus, the study
is foundational and conceptual.

Theoretical perspective: The phenomenon of brand personas with a story within the field of
strategic brand management is explored through the lense of literature theory.

Methodology: A document analysis with case examples that illustrates the phenomenon has
been conducted. The case examples have been analyzed through thematic... (More)
Purpose: The purpose of this study is to explore how the phenomenon of brand personas
with a story can be constructed and categorized by integrating literature theory, illustrated by
case examples. There is a need for this type of study, as a profound knowledge gap exists in
relation to brand personas, their stories and the creation of them as characters. Thus, the study
is foundational and conceptual.

Theoretical perspective: The phenomenon of brand personas with a story within the field of
strategic brand management is explored through the lense of literature theory.

Methodology: A document analysis with case examples that illustrates the phenomenon has
been conducted. The case examples have been analyzed through thematic analysis.

Empirical data: Secondary data created by the companies behind the brand personas that tell
their story in the form of documents such as websites, advertorials and videos. The selected
material must be publicly accessible and published and/or created by the company.

Findings: This study has identified and defined the phenomenon of brand personas with a
story. The study has identified six elements that can be used in storytelling as well as the
Brand Persona with a Story Continuum that outlines different kinds of brand personas with a
story. The Brand Persona Categorization Framework has been created that categorizes brand
personas with a story.

Conclusions: Brand personas with a story can be constructed in the same manner as
characters within literature, and their categorization depends on how storytelling elements are
used and combined when building the persona. The managerial implication is that the
framework can be used by organizations when constructing a brand persona whilst building
their brand. The theoretical contribution is the merge of two academic fields in order to
broaden the knowledge within the area of brand persona building.

Originality: The study pinpoints a gap in previous research and is foundational in its field as
no prior study has integrated strategic brand management theory with literature theory in
regards to how brand personas are created, making this study unique. Further, the
phenomenon of brand personas with a story has been identified in this study – a phenomenon
that has not previously been explored by scholars. (Less)
Please use this url to cite or link to this publication:
author
Chauvet, Céline LU and Vesterlund, Ida LU
supervisor
organization
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
brand persona, storytelling, literature characters, Forster’s theory, stories, brand personality, strategic brand management
language
English
id
8951865
date added to LUP
2018-07-04 14:18:41
date last changed
2018-07-04 14:18:41
@misc{8951865,
  abstract     = {Purpose: The purpose of this study is to explore how the phenomenon of brand personas
with a story can be constructed and categorized by integrating literature theory, illustrated by
case examples. There is a need for this type of study, as a profound knowledge gap exists in
relation to brand personas, their stories and the creation of them as characters. Thus, the study
is foundational and conceptual.

Theoretical perspective: The phenomenon of brand personas with a story within the field of
strategic brand management is explored through the lense of literature theory.

Methodology: A document analysis with case examples that illustrates the phenomenon has
been conducted. The case examples have been analyzed through thematic analysis.

Empirical data: Secondary data created by the companies behind the brand personas that tell
their story in the form of documents such as websites, advertorials and videos. The selected
material must be publicly accessible and published and/or created by the company.

Findings: This study has identified and defined the phenomenon of brand personas with a
story. The study has identified six elements that can be used in storytelling as well as the
Brand Persona with a Story Continuum that outlines different kinds of brand personas with a
story. The Brand Persona Categorization Framework has been created that categorizes brand
personas with a story.

Conclusions: Brand personas with a story can be constructed in the same manner as
characters within literature, and their categorization depends on how storytelling elements are
used and combined when building the persona. The managerial implication is that the
framework can be used by organizations when constructing a brand persona whilst building
their brand. The theoretical contribution is the merge of two academic fields in order to
broaden the knowledge within the area of brand persona building.

Originality: The study pinpoints a gap in previous research and is foundational in its field as
no prior study has integrated strategic brand management theory with literature theory in
regards to how brand personas are created, making this study unique. Further, the
phenomenon of brand personas with a story has been identified in this study – a phenomenon
that has not previously been explored by scholars.},
  author       = {Chauvet, Céline and Vesterlund, Ida},
  keyword      = {brand persona,storytelling,literature characters,Forster’s theory,stories,brand personality,strategic brand management},
  language     = {eng},
  note         = {Student Paper},
  title        = {Brand Personas with a Story - How they are created and categorized},
  year         = {2018},
}