Využití storytellingu při budování osobní značky zpěvačky

Abstract

This bachelor’s thesis examines the use of storytelling in building the personal brand of the singer Taylor Swift. The aim is to analyze how the stories embedded in her work are perceived by listeners, how they influence their relationship with the artist, and to what extent they contribute to the formation of her personal brand. The theoretical part defines the key concepts of storytelling and personal branding and discusses their role in marketing communication and the online environment, particularly on social media. It also provides a characterization of Taylor Swift’s personal brand and the ways in which narrative elements are utilized in her work. The practical part is based on quantitative research conducted through a questionnaire survey, aiming to explore listeners’ perceptions of storytelling. The collected data were subsequently analyzed and interpreted. The results indicate that storytelling has a significant impact on memorability, emotional engagement, and the overall perception of a personal brand. Based on these findings, recommendations are proposed for the effective use of storytelling in personal brand building.