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A conceptual framework of authentic narrative in resonant branded entertainment: Practitioner perspectives
Journal of Brand Strategy,
11
(3),
273-289
(2023)
Abstract
There is a dearth of practical guidelines for the development of branded entertainment that strategically builds brands. This exploratory qualitative research paper proposes a conceptual framework for authentic narrative in branded entertainment practice to achieve brand resonance. In-depth interviews with branded entertainment experts across six continents informed content analysis and the development of a proposed framework. All participants were also invited to review the conceptual framework. Findings suggest that branded entertainment narrative is deemed authentic, and hence enhances potential for resonance, if it is aligned with the brand’s identity; comprises a sincere intent to entertain; imbues emotional meaning; is original; is believable (or plausible); and shows a consideration to craft. The first three dimensions emerged as fundamental to developing authentic narrative. Brand resonance dimensions to be achieved are an emotional connection, audience engagement and a sense of community. Theoretical and practical implications include a conceptual framework of immediate value to practitioners creating branded entertainment by means of important dimensions. The conceptual framework could serve as reference for establishing measurement instruments and developing a planning model for authentic narrative to achieve resonant branded entertainment.
Keywords: branded entertainment; authentic narrative; branded entertainment narrative; branded entertainment planning; conceptual framework branded entertainment; brand resonance
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Author's Biography
Marthinus J.C. Van Loggerenberg is Director of the Advertising Program and Assistant Professor of Advertising at the University of San Francisco. He holds a PhD in Business Management and Administration (Brand Strategy). Marthinus consults as a Brand Strategy Practitioner and served in various senior advertising agency roles and marketing management positions in industry. His research is in the area of narratives in branded entertainment, word-of-mouth marketing and creative brand communication strategy.
Carla Enslin is Head of Postgraduate Studies & Research at The Independent Institute of Education, Vega School, South Africa. She holds a PhD in Marketing and Communication Management. Carla lectures widely in Africa and abroad and conducts corporate training, consulting and coaching. She is a Research Associate at the University of Stellenbosch Business School and trains on MBA programmes at the University of Cape Town’s Graduate School of Business. Carla’s research and consulting focus on the design and implementation of brand identity systems and the alignment of contact strategies.
Marlize Terblanche-Smit is Professor of Marketing at the University of Stellenbosch Business School (USB). She holds a PhD in Marketing Management and Communication. Marlize consults as a Strategic Marketing Practitioner and served in various senior marketing management positions in industry. Her research focuses on marketing communication, branding, consumer behaviour and strategy.
