Preliminary communication
Branding Communication Strategies: The Case of Pipi Beverage
Nikolina Borčić
Abstract
This paper explores the presentation of elements within a communication model designed
for creating a brand personality. Central to this model is the personification of the
brand, realized through the mechanism of meaning transfer and the storytelling. The model
is examined through three levels of analysis: a descriptive case study method showcases
the characteristics of Pippi Longstocking, character by Astrid Lindgren, which inspired
the naming of the Pipi beverage. This is followed by an analysis of Pipi’s communication
content through a targeted sample of posts on the social network Instagram. Lastly, the
analysis of the content of media texts on the topic of the product Pipi. The findings suggest
a partially congruence between the personality of the protagonist of the story Astrid
Lindgren and the protagonist in the personified communication of the drink Pipi. Simultaneously,
the corporate communication strategy is enhanced by different personalities
of Pipi beverage who generate innovative and original content, as recognized through
media narratives.
Keywords
corporate communication, branding strategies, storytelling, analysis of media texts
Hrčak ID:
318017
URI
Publication date:
18.6.2024.
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