Developing a brand awareness strategy for Kitty’s Milkshake Bar through storytelling

Abstract

This thesis concentrates on using storytelling as a tool to create brand awareness for Kitty’s Milkshake Bar the writer’s own company and brand. The company is explained as to why the thesis topic is relevant and how the writer aims to meet his objectives in the first part. The theoretical framework will allow the reader to see how the writer used theories to conclude for this research questions. The theory looks at defining what is a brand and then explains the way that stories are used in business and the positive and the possible negative outcomes of this tool. The reader can then learn about STP methods and customer profiling to target the correct message to the audience.

The thesis concludes with a conclusion based on the data gathered from participants in the focus group and then learning outcomes and discussion from the writer.