Story as Publicity: A Study of Brand Narrative Positions and Corporate Image Construction

Abstract

Against the backdrop intensified traffic competition within today’s digital communication landscape, traditional corporate publicity that centers on product-oriented information push and paid advertising is prone to homogenized marketing traps. The creation of the Brand Storytellers role signals a pivotal transformation in corporate communication: Enterprises are moving away from one-way informational announcements toward the systematic development of cohesive brand stories. Grounded in organizational communication and brand narrative theories and drawing on case studies of enterprises with dedicated brand-narrative personnel, this paper dissects the functional positioning of Brand Storytellers and the complete production workflow of brand narratives. It further identifies practical bottlenecks in real-world brand-narrative implementation and proposes feasible countermeasures for improvement, with full consideration of the complex interaction between corporate operations and public reception. This research concludes that credible and logically consistent brand narratives constitute the cornerstone of high-quality corporate publicity. Rather than merely generating superficial promotional content, the core value of Brand Storytellers resides in reconciling internal and external narrative threads for an organization and closing the perceptual divide between corporate realities and audience interpretations, so as to maintain stable long-term brand trust among stakeholders.