Meaningful brands and brand story

Using generational cohort theory in the context of an iconic British brand, the aim of this research is to understand how brand heritage stories matter to consumers across generations. The findings will contribute novel insights with respect to understanding the consumer relevance of heritage brands from both an academic and commercial perspective.
Storytelling is one of, if not, the most powerful form of human communication and a fundamental means by which we structure and make sense of our lives and the world around us (Schiffrin, 1996). According to Aaker {2020, p.1), stories are 'more memorable than facts or figures alone'. This is because, as Escalas (2004, p.176) explains, storytelling makes 'sense of what goes on in the world ... Narratives are a mental organizing structure that provides meaning by combining elements temporally toward a goal or conclusion. The meaning of a brand is often the result of it being part of a story. Through the narrative meaning-making process, some brands become more important and valuable than others to consumers, becoming connected to consumers' sense of self.' These four pillars of brand, narrative, meaning and identity will inform this research.