Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Application of Brand Narrative in Advertising Communication: The Case of Pantene’s Human Hair Embroidery

Jinyi ChenSuzhou Science and Technology Town Foreign Language High School*

* Corresponding author: [email protected]

Abstract

Based on the fundamental concept of brand narrative, information presented in the form of a story tends to be more memorable to individuals. Through captivating storytelling and continuous innovation, brands can secure long-term success and foster deep emotional connections with consumers. The story behind a brand plays a key role in how consumers understand and assess its products, and delivering information through storytelling is more likely to resonate with them on an emotional level. As a result, storytelling has emerged as a pivotal strategy for brand development, maintaining long-term customer relationships, and engaging potential consumers. This paper aims to explore the application of brand narrative in advertising communication via a case study of Pantene’s human hair embroidery, which is recognized as an intangible cultural heritage in China. Through the analysis of relevant literature and a specific case, the use of brand narrative in advertising communication is examined, with large data sets leveraged to boost resource and time efficiency. The results show that Pantene’s incorporation of hair embroidery into its advertisements significantly enhances its brand narrative and boosts consumer brand loyalty.

Keywords: Brand narrative; Advertising communication; Intangible cultural heritage (ICH); Hair embroidery.
Published: July 11, 2025
DOI: 10.54254/2753-7064/2025.BO24932
Volume: CHR Vol.71
pp. 103-108
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