The effect of product storytelling events on brand awareness: A study of a lifestyle brand in Kaduna.
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- NGN 5000
Background of the study
Product storytelling events have emerged as dynamic platforms for lifestyle brands to build brand awareness and foster emotional connections with consumers. In Kaduna, lifestyle brands are leveraging live storytelling events—ranging from product launch ceremonies to interactive narrative sessions—to share the history, inspiration, and vision behind their products. These events allow consumers to engage with the brand’s story in an immersive environment, enhancing their understanding of the brand’s values and unique selling propositions (Oluwaseun, 2023). Storytelling events utilize multimedia presentations, live demonstrations, and interactive sessions to bring the brand narrative to life. This experiential approach not only captures consumer interest but also differentiates the brand in a competitive market. The authenticity and emotional resonance of storytelling events can lead to increased brand recall and heightened awareness. Furthermore, integrating digital elements such as live streaming and social media interactions extends the reach of these events beyond physical boundaries (Ibrahim, 2024). This study examines the effect of product storytelling events on brand awareness for a lifestyle brand in Kaduna, focusing on how these events influence consumer perceptions and strengthen the overall brand image.
Statement of the problem
Although product storytelling events are popular for enhancing brand awareness, there is limited quantitative research on their effectiveness within the lifestyle sector in Kaduna. Brands invest in elaborate storytelling initiatives without a clear framework to measure their impact on brand recognition and consumer engagement (Afolabi, 2023). Inconsistencies in event execution, coupled with challenges in capturing real-time consumer feedback, contribute to uncertainty regarding their overall effectiveness. This study addresses these issues by examining the relationship between storytelling events and brand awareness, aiming to identify the narrative elements that most effectively enhance brand recognition and exploring obstacles that may hinder optimal consumer engagement (Chinwe, 2024).
Objectives of the study:
To evaluate the impact of storytelling events on brand awareness.
To identify key narrative elements that drive consumer engagement.
To recommend strategies for improving the effectiveness of storytelling events.
Research questions:
How do product storytelling events influence brand awareness?
What narrative elements are most effective in enhancing consumer perceptions?
What challenges affect the success of storytelling events?
Significance of the study
This study is significant as it provides insights into how product storytelling events enhance brand awareness for lifestyle brands. The findings will enable brand managers in Kaduna to refine their event strategies, resulting in stronger consumer connections and improved brand recognition. By identifying the key narrative elements and addressing implementation challenges, the research contributes to academic literature and offers practical recommendations for maximizing the impact of storytelling events (Oluwaseun, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Product Storytelling Events: Live events that communicate a brand’s narrative and values.
Brand Awareness: The extent to which consumers recognize and recall a brand.
Lifestyle Brand: A brand that represents a particular way of living and set of values.
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