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Abstract
Branding has become one of the most powerful tools in marketing. The role of storytelling in country branding is an important issue because of the rising competition among countries thatforces to create a brand, promoting the country's visibility and attractiveness in the international market. This paper examines concepts of stories and storytelling from the narrative perspective and promotes a theoretical discussion on the applicability of storytelling techniques in branding in general. Further it offers theoretical insights on the country branding using storytelling. The case study reveals that the significant signs identified in the digital story can create not just attractive meanings and raise just positive connotations. The semiotic approach allows suggesting that creation of a country branding story requires good knowledge on storytelling techniques and well developed country branding strategy.
Keywords: Stories, Storytelling, Archetypes, Country branding, Lithuania branding.
I.Introduction
In the globalized and competitive world where the sense of sight is stimulated incredibly we are forced to live in the conditions of extreme visualization. Contemporary culture is often described as a "visual culture" and is associated with digital media that uses storytelling in a high degree. The importance of storytelling has become remarkably important especially to sensory marketing as well as numerous other areas in the discipline of management. While the interest for storytelling approach is still growing this interdisciplinary discourse attracts attention of many scholars.
Stories have been used as a communication tool for centuries in different settings for the transfer of knowledge, experience, understanding etc. According to Berry (2001), "stories are a fundamental way through which we understand the world..." (p. 59). In nowadays communication stories play a significant role becoming an attractive tool for creating meanings, sharing experiences, awakening emotions. Obviously, stories narrated consciously or unconsciously dominate in personal communication, unifying attitudes and beliefs as well as in business and mass communication. This narrative approach is increasingly becoming an important element in various discourses in history, media, education, leadership, marketing having a huge impact on society (Lundqvistet al. 2013).
Sharing experiences though stories cultivate norms, build trust, transfer tacit knowledge, generate emotional connections, and help people make sense of their past and understand possible future (Sole, Wilson, 2002).Despite the cultural contexts people are immersed in stories and narratives become...