Employing Storytelling To Build the Brand Identity of Startups in Shark Tank Egypt Program- An Analytical Study

Document Type : Original Article

Author

قسم العلاقات العامة والإعلان ، كلية الإعلام بنات، جامعة الأزهر بالقاهرة

10.21608/jsb.2025.418604.1970

Abstract

The study aimed to monitor the extent to which entrepreneurs in startup companies in the Shark Tank Egypt program utilize storytelling to build their brand identities. This was achieved by identifying the most important elements of the storytelling structure and its objectives and highlighting the dimensions of brand identity construction and the dimensions of founder identity employed within the storytelling. The study used a survey approach, through an intentional content analysis of a 20-episode sample of Shark Tank Egypt episodes, representing all episodes of the third season, which aired on CBC Egypt and the Watch It website from October 16, 2024, to February 26, 2025. The study relied on the narrative paradigm, Kapferer's identity perspective model, and Melewar's corporate identity model. The study reached a set of results: the most important of which is that there was a clear and noticeable presence of the dimensions of brand identity building within the storytelling of entrepreneurs on the Shark Tank Egypt program, the study sample. This enhances the building of an emotional bond between the brand and its audience, whether the general public or investors. It also helps consolidate its image and facilitate its memorability. The visual dimension ranked first among the dimensions of brand identity building, accounting for 37.42%, followed by the functional or strategic dimension in second place with 27.91%, the cultural dimension in third place with 27.69%, and the communication dimension in fourth place with 6.97%.

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Journal of Mass Communication Research
Volume 76, Issue 2
October 2025
Pages 1167-1284

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