El poder de la narración en la recreación cultural

Un análisis de la estrategia de marketing de la marca Bioco Tradition

Abstract

This chapter explores the use of storytelling as a strategic marketing tool, focusing on Portuguese culture and the recreation of Bioco, a traditional Algarve costume, reinterpreted from a new design and modern perspective. The aim is to demonstrate how storytelling and local culture can be combined to promote regional identity. The methodology adopted includes a literature review on the concepts of storytelling and culture, and an analysis of the marketing strategy of the Bioco revitalization project. Through this approach, the advantages of applying cultural narratives in marketing strategies are investigated. The results indicate that the integration of cultural elements and the use of marketing narratives can strengthen brands' emotional connection with the public, as well as providing significant differentiation. The Bioco Tradition project illustrates how the revitalization of traditional elements can be an effective tool in building a unique identity and strengthening cultural ties.