Stories and Retailer Brands: A Study of the UK’s Leading Retailers

Peter Jones(1), Daphne Comfort(2),


(1) Business School, University of Gloucestershire, Cheltenham, United Kingdom
(2) Business School, University of Gloucestershire, Cheltenham, United Kingdom

Abstract

Storytelling, in one form or another, is probably as old as the human race, but in recent years, the importance of stories has become increasingly important within the business community, not least in public relations, leadership, marketing and branding. Within the retail sector of the economy the emergence of the retailer as a brand has been recognised as a major trend, but the role of stories in contributing to retailer brands has received less attention in the academic literature. This exploratory paper illustrates if, and how, storytelling has being employed by the leading UK retailers on their corporate websites and offers some reflections on storytelling in contributing to retailer brands. The findings reveal that the majority of the leading UK retailers employ a variety of stories on their corporate websites but the authors suggest that despite this variety, these stories, were all choreographed by the retailers to contribute to their corporate brands. At the same time, the authors suggest that many of the stories fail to clearly differentiate clearly one retailer from another and they also outline some of the problems involved in employing storytelling in contributing to retailer brands.

Keywords

Brands; Differentiation; Marketing; retailer brands; stories

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DOI: https://doi.org/10.33455/ijcmr.v1i2.107

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