Corporate Brand Identity Development in SMEs: A New Co-creative Typology

Richard Gyrd-Jones; Minna Törmälä

Corporate Brand Identity Development in SMEs: A New Co-creative Typology

Richard Gyrd-Jones, Minna Törmälä

Department of Marketing

University of Oulu

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Abstract

We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We propose a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity.

Original language	English
Title of host publication	Proceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
Editors	Klemens Knöferle, Luk Warlop, Bendik Samuelsen
Number of pages	2
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2016
ISBN (Print)	9788282472852
Publication status	Published - 2016
Event	The 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway Duration: 24 May 2016 → 27 May 2016 Conference number: 45 http://www.emac2016.org/

Conference

Conference	The 45th EMAC Annual Conference 2016
Number	45
Location	BI Norwegian Business School
Country/Territory	Norway
City	Oslo
Period	24/05/2016 → 27/05/2016
Internet address	http://www.emac2016.org/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

Handle.net

Persistent link

Cite this

Gyrd-Jones, Richard ; Törmälä, Minna. / Corporate Brand Identity Development in SMEs : A New Co-creative Typology. Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. editor / Klemens Knöferle ; Luk Warlop ; Bendik Samuelsen. Brussels : European Marketing Academy. EMAC, 2016. (Proceedings of the European Marketing Academy).

@inproceedings{201cd751baff4f1390edad432e215e7f,

title = "Corporate Brand Identity Development in SMEs: A New Co-creative Typology",

abstract = "We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We propose a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity.",

author = "Richard Gyrd-Jones and Minna T{\"o}rm{\"a}l{\"a}",

year = "2016",

language = "English",

isbn = "9788282472852",

series = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy. EMAC",

editor = "Klemens Kn{\"o}ferle and Luk Warlop and Bendik Samuelsen",

booktitle = "Proceedings of the European Marketing Academy (EMAC) Conference",

note = "The 45th EMAC Annual Conference 2016 ; Conference date: 24-05-2016 Through 27-05-2016",

url = "http://www.emac2016.org/",

}

Gyrd-Jones, R & Törmälä, M 2016, Corporate Brand Identity Development in SMEs: A New Co-creative Typology. in K Knöferle, L Warlop & B Samuelsen (eds), Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, The 45th EMAC Annual Conference 2016, Oslo, Norway, 24/05/2016.

Corporate Brand Identity Development in SMEs: A New Co-creative Typology. / Gyrd-Jones, Richard; Törmälä, Minna.
Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. ed. / Klemens Knöferle; Luk Warlop; Bendik Samuelsen. Brussels: European Marketing Academy. EMAC, 2016. (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Corporate Brand Identity Development in SMEs

T2 - The 45th EMAC Annual Conference 2016

AU - Gyrd-Jones, Richard

AU - Törmälä, Minna

N1 - Conference code: 45

PY - 2016

Y1 - 2016

N2 - We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We propose a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity.

AB - We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We propose a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity.

M3 - Article in proceedings

SN - 9788282472852

T3 - Proceedings of the European Marketing Academy

BT - Proceedings of the European Marketing Academy (EMAC) Conference

A2 - Knöferle, Klemens

A2 - Warlop, Luk

A2 - Samuelsen, Bendik

PB - European Marketing Academy. EMAC

CY - Brussels

Y2 - 24 May 2016 through 27 May 2016

ER -