Storytelling in Brand Building

As society advances and changes, its perceptions and behaviors also change. Product quality or service and its price are no longer the only determining factors in the purchase decision and the consumer demand for brands that have values that match theirs is increasingly evident. Thus, storytelling emerges as a persuasive technique that excels in transmitting emotional narratives that arouse feelings in the consumer. In this article is made a brief approach to the story and contextualization of storytelling and its concept is clarified. Finally, the narrative is analyzed in its relationship with the brand building.