The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

Whilst there has been enormous focus in the literature on developing strong brand positioning, identity and personality, there has been much less on utilising brands as strategic assets and achieving brand orientation across the organisation. Decision-making across function silos is widely explored in the management literature but is conspicuous in its absence in the brand management literature. With increased focus on auditing brand touchpoints to managing the total customer brand experience lack any attempt to understand the barriers to achieving orientation across the organisation represent a major opportunity for research. Through inductive analysis of a case study of a company implementing a major new brand revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new strategy. The paper suggests that managers should focus on the three areas of: silos mindsets, incentive systems and brand touchpoint processes to governing customer brand experience.
Original languageEnglish
Publication date2013
Publication statusPublished - 2013
EventThe 8th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2013 - Catholic University of Portugal, Oporto, Portugal
Duration: 3 Apr 20135 Apr 2013
Conference number: 8
http://www.porto.ucp.pt/globalbrandconference/

Conference

ConferenceThe 8th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2013
Number8
LocationCatholic University of Portugal
CountryPortugal
CityOporto
Period03/04/201305/04/2013
Internet address

Bibliographical note

CBS Library does not have access to the material

Cite this

Gyrd-Jones, R. I., & Helm, C. (2013). The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy. Paper presented at The 8th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2013, Oporto, Portugal.
Gyrd-Jones, Richard I. ; Helm, Clive. / The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy. Paper presented at The 8th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2013, Oporto, Portugal.
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Gyrd-Jones, RI & Helm, C 2013, 'The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy' Paper presented at, Oporto, Portugal, 03/04/2013 - 05/04/2013, .

The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy. / Gyrd-Jones, Richard I.; Helm, Clive.

2013. Paper presented at The 8th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2013, Oporto, Portugal.

Research output: Contribution to conferencePaperResearchpeer-review

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T1 - The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy

AU - Gyrd-Jones, Richard I.

AU - Helm, Clive

N1 - CBS Library does not have access to the material

PY - 2013

Y1 - 2013

N2 - Whilst there has been enormous focus in the literature on developing strong brand positioning, identity and personality, there has been much less on utilising brands as strategic assets and achieving brand orientation across the organisation. Decision-making across function silos is widely explored in the management literature but is conspicuous in its absence in the brand management literature. With increased focus on auditing brand touchpoints to managing the total customer brand experience lack any attempt to understand the barriers to achieving orientation across the organisation represent a major opportunity for research. Through inductive analysis of a case study of a company implementing a major new brand revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new strategy. The paper suggests that managers should focus on the three areas of: silos mindsets, incentive systems and brand touchpoint processes to governing customer brand experience.

AB - Whilst there has been enormous focus in the literature on developing strong brand positioning, identity and personality, there has been much less on utilising brands as strategic assets and achieving brand orientation across the organisation. Decision-making across function silos is widely explored in the management literature but is conspicuous in its absence in the brand management literature. With increased focus on auditing brand touchpoints to managing the total customer brand experience lack any attempt to understand the barriers to achieving orientation across the organisation represent a major opportunity for research. Through inductive analysis of a case study of a company implementing a major new brand revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new strategy. The paper suggests that managers should focus on the three areas of: silos mindsets, incentive systems and brand touchpoint processes to governing customer brand experience.

M3 - Paper

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Gyrd-Jones RI, Helm C. The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy. 2013. Paper presented at The 8th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2013, Oporto, Portugal.