This thesis will deal with "branding", an important topic in marketing. The goal is to show how important it is to tell a certain brand through storytelling. Storytelling allows a brand to acquire added value and numerous benefits, compared to the competitors, because it creates a direct relationship with the final consumer, who is interested in everything that the brand tells about himself. A goal of this thesis is therefore to achieve a greater awareness of the importance of storytelling within communication campaigns, showing that the companies that use it get a positive response and greater relevance. The case study that will be treated in this thesis is Stone Island, famous and historic Italian fashion company. Stone Island is not only committed to the realization of the garment itself, but also pays considerable attention to the consumer’s cognitive sphere, telling the process that led to the choice of the particular materials that are used for the creation and manufacture of clothing, telling the values that guide the company and the history that has distinguished the brand.
In questa tesi verrà trattato il "branding", tematica di rilievo nel marketing. L'obiettivo è di mostrare quanto importante sia raccontare un determinato marchio attraverso lo storytelling. Lo storytelling permette ad un marchio di acquisire un valore aggiunto e numerosi benefici, rispetto alla concorrenza, poiché crea una relazione diretta con il consumatore finale, il quale si mostra interessato a tutto quello che il marchio racconta di sé. Un obiettivo di questa tesi è dunque raggiungere una consapevolezza maggiore sull'importanza dello storytelling all'interno delle campagne di comunicazione, mostrando che le aziende che ne usufruiscono ottengono un riscontro positivo e una maggiore rilevanza. Il caso studio che verrà trattato in questa tesi è Stone Island, celebre e storica azienda italiana di moda. Stone Island si impegna non solo nella realizzazione del capo di abbigliamento in sé, ma pone una notevole attenzione alla sfera cognitiva del consumatore, raccontando il processo che ha portato alla scelta dei particolari materiali che vengono utilizzati per la creazione e la fabbricazione degli indumenti, raccontando i valori che guidano l'azienda e la storia che ha contraddistinto il brand.
Branding: l'importanza di raccontarsi. Il caso Stone Island
BRATTI, MARCELLO
2022/2023
Abstract
This thesis will deal with "branding", an important topic in marketing. The goal is to show how important it is to tell a certain brand through storytelling. Storytelling allows a brand to acquire added value and numerous benefits, compared to the competitors, because it creates a direct relationship with the final consumer, who is interested in everything that the brand tells about himself. A goal of this thesis is therefore to achieve a greater awareness of the importance of storytelling within communication campaigns, showing that the companies that use it get a positive response and greater relevance. The case study that will be treated in this thesis is Stone Island, famous and historic Italian fashion company. Stone Island is not only committed to the realization of the garment itself, but also pays considerable attention to the consumer’s cognitive sphere, telling the process that led to the choice of the particular materials that are used for the creation and manufacture of clothing, telling the values that guide the company and the history that has distinguished the brand.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/60050