Where is the Brand? Multiple Level Brand Meanings in Retail Brands

Richard Ian Jones, Louise Rygaard Jonas

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Abstrakt

The alignment of employees around the corporate brand has emerged as a major area of study in corporate branding literature generally and in the service branding literature in particular. Simultaneously, corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in - depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by und erstanding the complex interplay of identities between occupational groups and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralise
OriginalsprogEngelsk
Publikationsdato2014
Antal sider8
StatusUdgivet - 2014
BegivenhedThe 9th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2014 - Hertfordshire Business School, de Havilland campus, Hatfield, Hatfield, Storbritannien
Varighed: 9 apr. 201411 apr. 2014
Konferencens nummer: 9
http://www.herts.ac.uk/about-us/events/2014/april/9th-global-brand-conference

Konference

KonferenceThe 9th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2014
Nummer9
LokationHertfordshire Business School, de Havilland campus, Hatfield
LandStorbritannien
ByHatfield
Periode09/04/201411/04/2014
Internetadresse

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