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

Richard Gyrd-Jones, Minna Törmälä

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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 languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
EditorsKlemens Knöferle, Luk Warlop, Bendik Samuelsen
Number of pages2
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2016
ISBN (Print)9788282472852
Publication statusPublished - 2016
EventThe 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway
Duration: 24 May 201627 May 2016
Conference number: 45


ConferenceThe 45th EMAC Annual Conference 2016
LocationBI Norwegian Business School
Internet address
SeriesProceedings of the European Marketing Academy

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