The impact of storytelling marketing in brand identity

: a case study on LIDL Portugal

Abstract

This thesis explores the case of Lidl's communication in the Portuguese market, examining a real-time experiment with tangible and observable outcomes. This experiment delves into the world of storytelling and brand narratives as effective tools in branding. Stories are an integral part of our lives, bringing people together and whisking us away to new worlds. By sharing their roots and history, brand stories add an emotional touch to previously unknown names, allowing companies to build stronger bonds with their audience. Considering this, is it possible to speculate the vital role of storytelling strategies in shaping a positive and robust brand image among consumers. After a recent collaboration, Lidl Portugal joined forces with O Escritório, advertising agency, and transformed their communications according to this marketing approach. These campaigns directly resonated with consumers by the embrace of a shared truth. The stories depicted in their advertisements mirrored the conversations people had about the products and the supermarket itself, forging a stronger bond between the brand and its audience. To validate this premise, a comprehensive research was undertaken to analyse how consumers perceive Lidl in Portugal and assess the effectiveness of storytelling as a communication and marketing strategy. The study employed both quantitative and qualitative methods, utilizing an online survey and conducting in-depth interviews with representatives from Lidl Portugal and O Escritório. The results gathered pragmately demonstrated the impact of storytelling as a branding strategy, forging a positive and lasting connection with the brand, resulting in heightened levels of customer satisfaction. Given the emphasis on affordability and quality in the communication, Lidl is currently perceived as reliable and smart choice when it comes to satisfying budget-conscious costumers. This adjustment in communication enabled the brand to reach younger demographics and established itself as genuine and consumer centric.

Date of Award	20 Dec 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)