Many businesses use stories to build relationships with customers. Through the events that the story includes, excludes, and emphasizes, the company illustrates its version of the action and provides an interpretation on its action. Therefore, this study uses the narrative approach to look at press releases of Tiffany and Bulgari before, during, and after the recession and found there are similarities and differences in terms of what kinds of stories they tell. The study then moved on to discuss reasons that explain the similarities and differences and how those brands use stories as one of the branding components of success. Other companies may incorporate those findings into their management strategies to lessen the gap between consumer and company, to create a bridge of longevity, loyalty, mutual understanding, connection, trust establishment and to build a strong brand.
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