TY - JOUR TI - Between Myth and Brand. Aspects of Myth in Marketing Communication AU - Czeremski, Maciej TI - Between Myth and Brand. Aspects of Myth in Marketing Communication AB - The article is aimed at presenting that the features of a myth (known from literature in the field of anthropology, semiotics, and cognitive science) are also present in marketing communication related to shaping the image of brands. However, they are used in a scattershot manner, as specific marketing messages usually use only certain selected features of a myth. The article shows techniques of brand mythologization by combining three features of myths (permanent structure of events, bricolage, counter-intuitiveness) with three possible ways of their application for marketing communication (modeling, export, import). VL - 2020 IS - Volume 53, Issue 3 PY - 2020 SN - 0137-2432 C1 - 2084-4077 SP - 239 EP - 253 DO - 10.4467/20844077SR.20.017.12757 UR - https://ejournals.eu/en/journal/studia-religiologica/article/between-myth-and-brand-aspects-of-myth-in-marketing-communication KW - myth KW - brand KW - marketing KW - storytelling KW - monomyth KW - bricolage KW - counter-intuitiveness