The brand signature as minimal narrative : an analysis of identity-based storytelling in Kinshasa’s world of beer

Abstract

Abstract

This study aims to analyze the brand signatures of beers produced in Kinshasa as forms of advertising discourse and minimal storytelling. It seeks to examine how these minimal narratives construct a distinct identity for each beer brand. The study explores how brand signatures function as miniature stories simultaneously conveying meaning, expressing brand identity, and acting as condensed communication devices. In this sense, it considers beer brand signatures as identity-driven storytelling, insofar as they implicitly draw upon cultural knowledge and values that foster a shared emotional response among consumers.