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

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 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
EventEMAC 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway
Duration: 24 May 201627 May 2016
http://www.emac2016.org/

Conference

ConferenceEMAC 2016
LocationBI Norwegian Business School
CountryNorway
CityOslo
Period24/05/201627/05/2016
Internet address

Bibliographical note

CBS Library does not have access to the material

Cite this

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 Brussels: European Marketing Academy. EMAC.
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.
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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, 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.

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

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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

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

A2 - Knöferle, Klemens

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PB - European Marketing Academy. EMAC

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Gyrd-Jones R, Törmälä M. Corporate Brand Identity Development in SMEs: A New Co-creative Typology. In Knöferle K, Warlop L, Samuelsen B, editors, Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. Brussels: European Marketing Academy. EMAC. 2016