Brand Narrative Identity Construct

Using brand narratives as texts, the present paper aims to explore the issue of identity construction within the theoretical framework of Narrative Theory and Brand Narrative. It is hypothesized that one's identity is not a set of fixed features and static, but constantly constructed through various means. The symbolic value carried with the brand is one important channel through which individual identity is performed and constructed.Analysis has revealed that: identity is fluid and performative, which means one constantly constructs new identities with the change of his or her age, profession, income, educational background, etc. and will let them show; the constant construction of identity is a inner need in human modernization process and"possession of brands"has become a major"silent language"to perform and construct one's personal identity; the role brands play in personal identity construction is restricted by individuls'understanding and acceptance of the identities constructed through brand narratives.