The Construction of the Brand Narrative Through the Creation of Corporate Museums

This chapter sought to understand why and how brand narratives are created from corporate museums and then create a model of structure for these same narratives. In this sense, a literature review was carried out that indicated the main strategic aspects of storytelling, brand equity and corporate museums. Then, an empirical approach to this information allowed to demonstrate how these three concepts can be interconnected in a single strategy. In a second phase, from a qualitative approach, a study of eight cases was carried out with the subsequent analysis of the data and then the crossing of the theoretical basis with the results of the analysis. The study concludes that storytelling is one of the most effective ways to transmit, receive and retain complex information. It is also concluded that corporate museums, by nature, are a favorable environment for the implementation of storytelling strategies in order to increase brand equity. Finally, the research points out three reasons for the construction of a narrative in corporate museums and, according to its initial proposal, it develops a model that indicates five steps for the construction of these narratives. Since the study was carried out during the Covid-19 pandemic, which made it impossible to conduct any face-to-face study in museums, recommendations are left for future studies that intend to address this topic.