title: Ð Ð¾Ð»Ñ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³Ð° Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«Ð¡Ð¸Ð³Ð¼Ð°Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: The role of storytelling in modern brand communications ( the case of Sigma LLC)
Creators: name: ÐÐµÐ²ÑÐ¾Ð²Ð°, ÐÑÐ¸ÑÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¾Ð²
ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³
B2B
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð°
ÐÐ¢-ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ
Ð±ÑÐµÐ½Ð´ ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ
ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ ÐÐÐ Â«Ð¡Ð¸Ð³Ð¼Ð°Â»
brand communication
storytelling
branding
brand promotion
IT-company
employer brand
Sigma LLC

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°ÐºÐ¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° ÐºÐ°Ðº ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð¾Ð³ÑÐ¾Ð¼Ð½Ð¾Ð³Ð¾ ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²Ð° Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð² Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÑÐ¼Ð° Ð¸ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÐ°Ð±Ð¾ÑÑ ÐÐ¢-ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÑÐµÑÐµ B2B. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³Ð° Ñ ÑÐµÐ»ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð±Ð¾ÑÑ Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð¾Ð¼ Ð² ÑÐµÐºÑÐ¾ÑÐµ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð°ÑÐ¿ÐµÐºÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÐÐ¢-ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Â«ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³Â» Ð² ÑÐ°Ð¼ÐºÐ°Ñ Ð±ÑÐµÐ½Ð´-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹; ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ ÐÐÐ Â«Ð¡Ð¸Ð³Ð¼Ð°Â»; Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð°, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð²Ð½ÑÑÑÐµÐ½Ð½ÑÑ Ð¸ Ð²Ð½ÐµÑÐ½ÑÑ ÑÑÐµÐ´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð´Ð°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐµÑÐµÐ½Ð¸Ñ Ð´Ð°Ð½Ð½ÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÐµÐºÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÑÐ°Ð±Ð¾ÑÐ¾Ð´Ð°ÑÐµÐ»Ñ ÐÐÐ Â«Ð¡Ð¸Ð³Ð¼Ð°Â» Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Â«ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³Â».
description: This graduation thesis explores the problem of using such tool as storytelling in the conditions of huge amount of information noise sources and specifics of work of IT company in B2B sphere. The work investigates the application of storytelling in order to promote the brand of the company, peculiarities of branding in the IT sector. Tasks solved during the research: theoretical aspects of IT-company brand definition and promotion were analysed, also the use of "storytelling" tool within brand communication was considered; communication activity of Sigma LLC was considered; brand competitors were studied, internal and external company environment was reviewed; communication problems of the company were revealed, recommendations to solve these problems were given, also was developed the employer brand promotion project of Sigma LLC using the tool "storytelling".