Toy stories : the strategic use of narratives in the branding of traditional toys
Plagens, Brett, Rugimbana, Robert, & Silver, Jonathan D. (2008) Toy stories : the strategic use of narratives in the branding of traditional toys. In Australian and New Zealand Marketing Academy Conference, 1-3 December 2008, Olympic Park, Sydney.
It is well known in the toy entertainment industry that children have a strong relationship with the characters and stories of various well known entertainment property toy brands (e.g. Mattel, 2005; Pecora, 1998; Miller, 1998; Cross, 1997). This paper presents branding insights and findings from a content analysis of ten highly successful toy story brand narratives that featured in children’s television programs and movies. This study argues that a toy story’s character personality is related to their on-screen action performance. By implication in branding terms, this implies that narrative brands with relatively inferior product-based performance abilities or attributes can still take audience share by focusing heavily on developing a highly distinctive and likable brand personality that clearly narrates strongly supporting brand values within the plot of a television program or motion picture.
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|Item Type:||Conference Paper|
|Keywords:||Brand, Strategy, Narratives, Entertainment, Toy Industry|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2008 [please consult the authors]|
|Deposited On:||18 Feb 2009 11:28|
|Last Modified:||11 Aug 2011 03:11|
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