In the social sciences, identity is regarded as either a singular or a collective construction. The former relates to self-identity, while the latter relates to group identity. Another form of identity that has arisen recently is brand identity. García Ochoa and Lorimer argue that an unusual quality of brand identity is that it stands at the intersection of two important narratives: its own and that of its consumers who, through the brands they select, tell stories about themselves. This intersection of stories has traditionally worked as a dialogue. Lately, however, the balance has shifted toward consumers, whose personal narratives increasingly determine the formation of brand identity. This chapter analyzes the role of narrative in the construction of brand identity.
This is a preview of subscription content, access via your institution.
Tax calculation will be finalised at checkout
Purchases are for personal use onlyLearn about institutional subscriptions
Batey, Mark. 2008. Brand meaning. New York: Routledge.
Booker, Christopher. 2004. The seven basic plots: Why we tell stories. New York: Continuum.
Bruner, Jerome. 1990. Acts of meaning, Jerusalem-Harvard lectures. Cambridge, MA: Harvard University Press.
———. 1991. The narrative construction of reality. Critical Inquiry 18: 1–21.
———. 2003. Making stories: Law, literature, life. Cambridge: Harvard University Press.
Campbell, Joseph. 1975. The hero with a thousand faces. London: Sphere.
Dawkins, Richard. 1976. The selfish gene. Oxford: Oxford University Press.
de Fina, Anna, Deborah Schiffrin, and Michael G.W. Bamberg. 2006. Discourse and identity, Studies in interactional sociolinguistics. Cambridge: Cambridge University Press.
Eakin, Paul. 1988. Fictions in autobiography: Studies in the art of self-invention. Princeton: Princeton University Press.
———. 1992. Touching the world: Reference in autobiography. Princeton: Princeton University Press.
———. 1999. How our lives become stories: Making selves. Ithaca: Cornell University Press.
Greimas, Julien. 1966. Sémantique structurale: recherche de méthode. Paris: Larousse.
Hanlon, Patrick. 2006. Primal branding. New York: Free Press.
Harari, Yuval N. 2014. Sapiens: A brief history of humankind. London: Vintage Books.
Hartwell, Margaret P., and Joshua C. Chen. 2012. Archetypes in branding: A toolkit for creatives and strategists. Cincinnati: How Books.
Haven, Kendall. 2007. Story proof: The science behind the startling power of story. Westport: Libraries Unlimited.
Herman, David. 2009. Basic elements of narrative. Chichester: Wiley-Blackwell.
Hirschman, Elizabeth C. 2002. Metaphors, archetypes, and the biological origins of semiotics. Semiotica 142–1/4: 315–349.
Jung, Carl G. 1990. The archetypes and the collective unconscious. Trans. R.F.C. Hull. Bollingen Series, vol. 9. Princeton: Princeton University Press.
Lawler, Steph. 2002. Narrative in social research. In Qualitative research in action, ed. Tim May, 242–258. London: Sage.
Lévi-Strauss, Claude. 1979. Myth and meaning. New York: Schocken Books.
Löschnigg, Martin. 2010. Postclassical narratology and the theory of autobiography. In Postclassical narratology, ed. Jan Alber and Monika Fludernik, 255–274. Columbus: Ohio State University Press.
Mandler, Jean. 1984. Stories, scripts, and senses: Aspects of schema theory. Hillsdale: Lawrence Erlbaum Associates.
Mandler, Jean, and Nancy Johnson. 1977. Remembrance of things parsed: Story structure and recall. Cognitive Psychology 9: 111–151.
Mark, Margaret, and Carol Pearson. 2001. The hero and the outlaw: Building extraordinary brands through the power of archetypes. New York: McGraw-Hill.
Mathews, Ryan, and Watts Wacker. 2008. What’s your story? Storytelling to move markets, audiences, people and brands. Upper Saddle River: FT Press.
Mildorf, Jarmila. 2010. Narratology and the social sciences. In Postclassical narratology, ed. Jan Alber and Monika Fludernik, 234–254. Columbus: Ohio State University Press.
Mink, Louis. 1978. Narrative form as a cognitive instrument. In The writing of history: Literary form and historical understanding, ed. Robert H. Canary and Henry Kosicki, 129–149. Madison: University of Wisconsin Press.
Oswald, Laura. 2012. Marketing semiotics: Signs, strategies, and brand value. Oxford: Oxford University Press.
Pinker, Steven. 1997. How the mind works. New York: W.W. Norton.
———. 2007. The stuff of thought: Language as a window into human nature. New York: Viking.
Propp, Vladimir. 1968. Morphology of the folktale. Austin: University of Texas Press.
Ricœur, Paul. 1984. Time and narrative. Trans. K. McLaughlin and D. Pellauer. Chicago: University of Chicago Press.
Rossolatos, George. 2015. Handbook of brand semiotics. Kassel: Hess Kassel University Press.
Sachs, Jonah. 2012. Winning the story wars: Why those who tell—And live—The best stories will rule the future. Boston: Harvard Business Review Press.
Schaeffer, Jean-Marie. 2009. Fictional vs. factual narration. In Handbook of narratology, ed. Peter Hühn, John P.W. Schmid, and Jörg Schönert, 98–114. Berlin: De Gruyter.
Schafer, Roy. 1981. Narration in the psychoanalytic dialogue. In On narrative, ed. William J.T. Mitchell, 29–53. Chicago: University of Chicago Press.
Schank, Roger C., and Robert P. Abelson. 1995. Knowledge and memory: The real story. In Knowledge and memory: The real story, Advances in social cognition, ed. Robert S. Wyer, vol. 8, 33. Hillsdale: Lawrence Erlbaum Associates.
Signorelli, Jim. 2014. Storybranding 2.0. Austin: Greenleaf Book Group.
Spence, Donald. 1984. Narrative truth and historical truth: Meaning and interpretation in psychoanalysis. New York: Norton.
Steidl, Peter. 2012. Creating brand meaning. Charleston: Createspace.
Sternberg, Robert. 2006. Cognitive psychology. Belmont: Thomson/Wadsworth.
Venkatesh, Alladi, and Laurie A. Meamber. 2006. Arts and aesthetics: Marketing and cultural production. Marketing Theory 6: 11–39.
Wertime, Kent. 2002. Building brands & believers: How to connect with consumers using archetypes. Chichester: Wiley.
Wolf, Werner. 2011. Narratology and media(lity): The transmedial expansion of a literary discipline and possible consequences. In Current trends in narratology, ed. Greta Olson, 145–180. Berlin: De Gruyter.
Zaltman, Gerald. 2003. How customers think. Boston: Harvard Business School Press.
Editors and Affiliations
© 2017 The Author(s)
About this chapter
Cite this chapter
Ochoa, G.G., Lorimer, S. (2017). The Role of Narrative in the Creation of Brand Identity. In: Monk, N., Lindgren, M., McDonald, S., Pasfield-Neofitou, S. (eds) Reconstructing Identity. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-58427-0_11
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-58426-3
Online ISBN: 978-3-319-58427-0