The impact of integrated narrative marketing on brand strength: An evaluation of a luxury goods company in Kano.
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Background of the study
Integrated narrative marketing combines storytelling with a cohesive multi-channel marketing strategy to build a strong brand identity. For luxury goods companies in Kano, this approach is critical to conveying the brand’s heritage, quality, and exclusivity. By seamlessly integrating narratives across digital media, print advertising, experiential events, and social channels, luxury brands create a unified and compelling brand story that resonates with discerning consumers (Okoro, 2023). This integrated approach not only enhances brand recall but also reinforces consumer perceptions of quality and prestige. The consistent messaging helps establish a strong market presence and competitive advantage in a saturated market. Digital analytics enable marketers to assess the effectiveness of their integrated narrative strategies, providing insights into customer engagement and overall brand strength. This study evaluates the impact of integrated narrative marketing on brand strength, examining how a luxury goods company in Kano leverages cohesive storytelling to enhance its market positioning and consumer loyalty.
Statement of the problem
Despite the potential benefits of integrated narrative marketing, luxury goods companies in Kano often struggle to measure its direct impact on brand strength. Inconsistencies in narrative execution across various channels and the challenge of maintaining a unified story may dilute the effectiveness of marketing efforts (Okoro, 2023). Limited empirical evidence exists on how integrated storytelling translates into enhanced consumer perceptions and competitive advantage. This study aims to address these challenges by investigating the relationship between integrated narrative marketing and brand strength, identifying critical narrative elements and the obstacles that may hinder successful implementation.
Objectives of the study:
To evaluate the impact of integrated narrative marketing on brand strength.
To identify key narrative elements that enhance brand equity.
To propose strategies for optimizing integrated storytelling.
Research questions:
How does integrated narrative marketing influence brand strength?
What narrative elements are most effective in building brand equity?
What challenges hinder the successful integration of narrative marketing?
Significance of the study
This study is significant as it provides empirical insights into the role of integrated narrative marketing in strengthening brand equity for luxury goods companies. The findings will guide marketers in Kano to develop cohesive storytelling strategies that enhance consumer perceptions and market positioning, ultimately driving competitive advantage (Okoro, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Integrated Narrative Marketing: The cohesive use of storytelling across multiple marketing channels.
Brand Strength: The overall market perception and equity of a brand.
Luxury Goods Company: A firm that markets high-end, exclusive products.
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