Recently presented research study looks at the application of new marketing tools in the context of business narratives
Telling your story with your brand is a corporate marketing strategy and a tool for sharing your history, often in a genuine way. This has become increasingly important in an age where brands play an increasingly central role in cultural and media narratives, and are no longer confined to promoting products through traditional advertising. Understanding how a brand is used in this context can therefore be important for understanding a company’s production culture, which is what Carmine Palumbo attempts to achieve in his research project, ‘La narrazione del brand nel contesto audiovisivo. Il caso E. Marinella’ (Brand Narration in the Audiovisual Context: The Case of E. Marinella), which was later developed into a thesis for the Master’s Degree Course in Economics and Management, Digital Marketing and Sustainability at Vanvitelli University.
Palumbo argues that modern marketing techniques, particularly product placement and brand storytelling, are strategic tools that can build meaning, convey values, and establish long-lasting symbolic connections with the public. This research aims to analyse these tools in their theoretical and practical dimensions, focusing specifically on the role of Mediterranean heritage and identity in the communication campaigns of a particular company (E. Marinella), as depicted in audiovisual narratives. First, the research defines the vocabulary and concepts, then delves into the tools of brand storytelling and product placement, before presenting a business case study.
Although limited to a single case study, Carmine Palumbo’s work contributes to a deeper understanding of an important and widespread topic in today’s business management.
La narrazione del brand nel contesto audiovisivo. Il caso E. Marinella
Carmine Palumbo
Thesis, University of Campania, Department of Economics, Master’s Degree Course in Economics and Management Digital Marketing and Sustainability, 2025
