Brand Storytelling in Social Business

More and more companies are focusing on sustainability – on social, environmental, and ecological values. Social businesses have made it their mission to create added value for the society. Due to a variety of newly emerging companies, consumers are becoming more and more critical and are no longer blinded by just ethical and socially advertising campaigns and green slogans.

This Bachelor’s Thesis addresses the question of why a social business should engage in brand storytelling. It describes the characteristics of a social business and the differences to known forms of business. In addition, the term brand storytelling is described in the context of brand management, the technique of storytelling is explained, and market analyses of different zero waste shops are conducted. Taking the theoretical results into consideration, a branding for the zero waste store die waage was designed as a practical work.