Research on the Communication Mechanism of Brand Narrative in Shaping Corporate Image

This study explores the communication mechanisms of brand storytelling in shaping corporate image. First, it analyzes the construction process of brand narratives, including key components such as defining core brand stories, creating narrative structures and plots, and developing character portrayals to resonate with consumers. Second, it examines the communication mechanisms of brand narratives from both internal and external perspectives, focusing on critical elements like employee engagement and cultural shaping, consumer touchpoints and strategies, as well as social media and viral marketing tactics. Through this research, we aim to provide valuable references for enterprises in brand building and communication strategies.