广告中品牌故事讲述的常见问题与改进建议
摘要
在当今竞争激烈的市场环境中，品牌故事讲述已成为广告传播中不可或缺的一环。它不仅是品牌与消费者建立情感联系的重要桥梁，更是塑造品牌形象、传递品牌价值观的关键手段。然而，当前广告中的品牌故事讲述普遍存在内容与品牌脱节、表达形式单一、缺乏情感共鸣及传播效果有限等问题。这些问题不仅影响了广告的传播效果，也制约了品牌价值的提升。本文旨在探讨广告中品牌故事讲述的常见问题及其改进对策。首先，从品牌叙事理论、广告传播理论和消费者行为学视角出发，对品牌故事讲述的相关理论进行了概述。随后，分析了广告中品牌故事讲述在增强品牌识别度与记忆点、构建品牌价值观与个性、促进消费者情感连接与忠诚等方面的作用。接着，针对当前广告中品牌故事讲述普遍存在的故事内容与品牌脱节、表达形式单一、缺乏情感共鸣及传播效果有限等问题进行了深入剖析。最后，从强化故事内容与品牌的关联性、丰富故事表达形式、深化情感共鸣及拓宽传播渠道增强互动性四个方面提出了具体的改进对策。本文的研究不仅为广告主提供了品牌故事讲述的改进方向，也为广告行业的健康发展提供了有益参考。
关键词：品牌故事；品牌识别度；叙事手法
Abstract
In today's highly competitive market environment, brand storytelling has become an indispensable part of advertising communication. It is not only an important bridge for brands and consumers to establish emotional connection, but also a key means to build brand image and convey brand values. However, the brand story telling in current advertisements generally has problems such as disconnection between content and brand, single form of ex pression, lack of emotional resonance and limited communication effect. These problems not only affect the communication effect of advertising, but also restrict the promotion of brand value. This paper aims to explore the common problems of brand story telling in advertising and its improvement countermeasures. First, the relevant theory of brand narrative is summarized from the theory of brand narrative, advertising communication and the theory of consumer behavior. Subsequently, it analyzes the role of brand story telling in advertising in enhancing brand recognition and memory points, building brand values and personality, and promoting consumers' emotional connection and loyalty. Then, the content of the brand story and the brand, and the lack of emotional resonance and limited communication effect in the current advertisement. Finally, specific improvement countermeasures are proposed from four aspects: strengthening the relevance between the story content and the brand, enriching the story ex pression form, deepening the emotional resonance and broadening the communication channels and enhancing the interactivity. The research in this paper not only provides advertisers with the improvement direction of brand story telling, but also provides a useful reference for the healthy development of the advertising industry.
Keywords： brand story; brand recognition; narrative technique
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的及内容 2
二、相关理论概述 3
（一）品牌叙事理论 3
（二）广告传播理论 3
（三）消费者行为学视角 4
三、品牌故事讲述在广告中的作用 5
（一）增强品牌识别度与记忆点 5
（二）构建品牌价值观与个性 5
（三）促进消费者情感连接与忠诚 5
四、广告中品牌故事讲述的常见问题 7
（一）故事内容与品牌脱节 7
（二）故事表达形式单一 7
（三）故事缺乏情感共鸣 8
（四）故事传播效果有限 8
五、改进广告中品牌故事讲述的对策 9
（一）强化故事内容与品牌的关联性 9
（二）丰富故事表达形式 9
（三）深化情感共鸣 10
（四）拓宽传播渠道，增强互动性 10
结 论 12
参考文献 13
摘要
在当今竞争激烈的市场环境中，品牌故事讲述已成为广告传播中不可或缺的一环。它不仅是品牌与消费者建立情感联系的重要桥梁，更是塑造品牌形象、传递品牌价值观的关键手段。然而，当前广告中的品牌故事讲述普遍存在内容与品牌脱节、表达形式单一、缺乏情感共鸣及传播效果有限等问题。这些问题不仅影响了广告的传播效果，也制约了品牌价值的提升。本文旨在探讨广告中品牌故事讲述的常见问题及其改进对策。首先，从品牌叙事理论、广告传播理论和消费者行为学视角出发，对品牌故事讲述的相关理论进行了概述。随后，分析了广告中品牌故事讲述在增强品牌识别度与记忆点、构建品牌价值观与个性、促进消费者情感连接与忠诚等方面的作用。接着，针对当前广告中品牌故事讲述普遍存在的故事内容与品牌脱节、表达形式单一、缺乏情感共鸣及传播效果有限等问题进行了深入剖析。最后，从强化故事内容与品牌的关联性、丰富故事表达形式、深化情感共鸣及拓宽传播渠道增强互动性四个方面提出了具体的改进对策。本文的研究不仅为广告主提供了品牌故事讲述的改进方向，也为广告行业的健康发展提供了有益参考。
关键词：品牌故事；品牌识别度；叙事手法
Abstract
In today's highly competitive market environment, brand storytelling has become an indispensable part of advertising communication. It is not only an important bridge for brands and consumers to establish emotional connection, but also a key means to build brand image and convey brand values. However, the brand story telling in current advertisements generally has problems such as disconnection between content and brand, single form of ex pression, lack of emotional resonance and limited communication effect. These problems not only affect the communication effect of advertising, but also restrict the promotion of brand value. This paper aims to explore the common problems of brand story telling in advertising and its improvement countermeasures. First, the relevant theory of brand narrative is summarized from the theory of brand narrative, advertising communication and the theory of consumer behavior. Subsequently, it analyzes the role of brand story telling in advertising in enhancing brand recognition and memory points, building brand values and personality, and promoting consumers' emotional connection and loyalty. Then, the content of the brand story and the brand, and the lack of emotional resonance and limited communication effect in the current advertisement. Finally, specific improvement countermeasures are proposed from four aspects: strengthening the relevance between the story content and the brand, enriching the story ex pression form, deepening the emotional resonance and broadening the communication channels and enhancing the interactivity. The research in this paper not only provides advertisers with the improvement direction of brand story telling, but also provides a useful reference for the healthy development of the advertising industry.
Keywords： brand story; brand recognition; narrative technique
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的及内容 2
二、相关理论概述 3
（一）品牌叙事理论 3
（二）广告传播理论 3
（三）消费者行为学视角 4
三、品牌故事讲述在广告中的作用 5
（一）增强品牌识别度与记忆点 5
（二）构建品牌价值观与个性 5
（三）促进消费者情感连接与忠诚 5
四、广告中品牌故事讲述的常见问题 7
（一）故事内容与品牌脱节 7
（二）故事表达形式单一 7
（三）故事缺乏情感共鸣 8
（四）故事传播效果有限 8
五、改进广告中品牌故事讲述的对策 9
（一）强化故事内容与品牌的关联性 9
（二）丰富故事表达形式 9
（三）深化情感共鸣 10
（四）拓宽传播渠道，增强互动性 10
结 论 12
参考文献 13
