Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancing clients¡¦ involvement. Consequently, the ¡§Storytelling¡¨ era has begun. Enterprises nowadays use ¡§Brand Story¡¨ to draw customers¡¦ attention. Based on this perspective, the study examines how brand stories affect the brand image and brand personality. By using qualitative research, the managers of these four interviewed companies shared experiences of developing brand stories, allowing us to understand the brand spirit and brand position through the use of touching true stories that express the unique image and personality of the brand. The study shows how brand stories influence consumers, employees and other stakeholders bringing the benefits and increasing recognitions, brand image and word-of-mouth. The influencing power of brand stories is truly beyond imagination.

Esta dissertação busca compreender como e porque as marcas utilizam referências históricas e narrativas passadas em suas estratégias presentes, e qual o impacto desta prática na relação com seus consumidores. Para isso, recorremos primeiramente às teorias pós-modernas, que justificam essa tendência como uma resposta à atual carência de afeto e relacionamento das pessoas. A dificuldade cada vez maior de construir laços efetivos com outros indivíduos faz com que o homem procure estes valores em outras instâncias, como no consumo e nas marcas, que se revestem, cada vez mais, de referenciais emocionais. Além das estratégias tradicionais de preservação e disseminação da memória empresarial - como Centros de Memória e Museus Corporativos -, observamos a presença de um conceito novo, a pseudo-história, narrativa fictícia criada por empresas recentes, com o objetivo de criar um \"passado mitológico\" para a organização e criar uma atmosfera de encantamento para seus públicos. A pseudo-história envolve a presença de um herói fictício (o fundador da empresa), que vive uma jornada épica até a fundação do negócio. Por meio de uma pesquisa quantitativa com os consumidores da Hollister - organização que utiliza a pseudo-história como estratégia - buscamos compreender como esta narrativa é percebida e recebida pelos seus clientes. / This dissertation analyzes how and why brands use historical references and narratives in their contemporary strategies, and the impact this practice has in relation to its consumers. To achieve this objective, we first analyzed postmodern theories that support this trend as a response to the current lack of affection and relationship between people. The increasing difficulty of building effective links with other individuals makes one look for these values in other contextes, such as in consumption and brands - which are trying to communicate emotional references. In addition to the traditional strategies of preservation and dissemination of corporate memory - as Centers of Memory and Corporate Museums - we observed the existence of a new concept, the pseudo-story, a fictional narrative developed by new companies, with the goal of creating a \"mythological past\" for the organization and an atmosphere of enchantment for their audiences. The pseudo-story involves the presence of a fictional hero (often the founder) who experiences an epic journey in the process of founding the business. Through quantitative research with consumers of Hollister - an organization that uses pseudo-history as a strategy - we seek to understand how this narrative is perceived and received by its customers.

Esta dissertação busca compreender como e porque as marcas utilizam referências históricas e narrativas passadas em suas estratégias presentes, e qual o impacto desta prática na relação com seus consumidores. Para isso, recorremos primeiramente às teorias pós-modernas, que justificam essa tendência como uma resposta à atual carência de afeto e relacionamento das pessoas. A dificuldade cada vez maior de construir laços efetivos com outros indivíduos faz com que o homem procure estes valores em outras instâncias, como no consumo e nas marcas, que se revestem, cada vez mais, de referenciais emocionais. Além das estratégias tradicionais de preservação e disseminação da memória empresarial - como Centros de Memória e Museus Corporativos -, observamos a presença de um conceito novo, a pseudo-história, narrativa fictícia criada por empresas recentes, com o objetivo de criar um \"passado mitológico\" para a organização e criar uma atmosfera de encantamento para seus públicos. A pseudo-história envolve a presença de um herói fictício (o fundador da empresa), que vive uma jornada épica até a fundação do negócio. Por meio de uma pesquisa quantitativa com os consumidores da Hollister - organização que utiliza a pseudo-história como estratégia - buscamos compreender como esta narrativa é percebida e recebida pelos seus clientes. / This dissertation analyzes how and why brands use historical references and narratives in their contemporary strategies, and the impact this practice has in relation to its consumers. To achieve this objective, we first analyzed postmodern theories that support this trend as a response to the current lack of affection and relationship between people. The increasing difficulty of building effective links with other individuals makes one look for these values in other contextes, such as in consumption and brands - which are trying to communicate emotional references. In addition to the traditional strategies of preservation and dissemination of corporate memory - as Centers of Memory and Corporate Museums - we observed the existence of a new concept, the pseudo-story, a fictional narrative developed by new companies, with the goal of creating a \"mythological past\" for the organization and an atmosphere of enchantment for their audiences. The pseudo-story involves the presence of a fictional hero (often the founder) who experiences an epic journey in the process of founding the business. Through quantitative research with consumers of Hollister - an organization that uses pseudo-history as a strategy - we seek to understand how this narrative is perceived and received by its customers.

Purpose: The purpose of this study is to explore video brand storytelling’s affect on the antecedents of brand perceptions. Design/Methodology/Approach: This study has a qualitative and an exploratory nature. The data collection method is in-depth semi-structured interviews. The authors conducted a pre-study in order to gain more knowledge about the topic , and enhance the operationalization for the main data collection method. Findings: The study concludes that video brand storytelling and its elements affect all the brand perceptions’ antecedents. Video brand storytelling is proved to be a powerful tool in content marketing since it can positively affect, even when consumers' perceptions towards the story are negative. A new antecedent of brand perceptions is proposed. Furthermore, a new element of video brand storytelling is also created. This study goes even deeper by connecting each of the elements of brand storytelling to the brand perceptions’ antecedents. Managerial and Theoretical contribution: This paper can be of great value to marketers and practitioners, since they will get suggestions about video brand storytelling’s use, in order to affect consumers as intended. The theoretical contributions of this study are also of great value since videos, brand storytelling and brand perceptions were never researched in the same context. New concepts and a new model are created, which can be a basis for future research. Quality: To add quality and validity to this study the authors include detailed processes through all the paper and provide thick descriptions and explanations.