A brand storytelling approach to Covid-19's terrorealization: Cartographing the narrative space of a global pandemic

This paper offers a brand storytelling or narratological account of the Covid-19 pandemic's emergence phase. By adopting a fictional ontological standpoint, the virus' deploying media-storyworld is identified with a process of narrative spacing. Subsequently, the brand's personality is analyzed as a narrative place brand. The advanced narrative model aims to outline the main episodes that make up the virus' brand personality as process and...