Where is the Brand?

Multiple Level Brand Meanings in Retail Brands

Richard Ian Jones, Louise Rygaard Jonas

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

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
Original languageEnglish
Publication date2014
Number of pages8
Publication statusPublished - 2014
EventThe 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, United Kingdom
Duration: 9 Apr 201411 Apr 2014
Conference number: 9
http://www.herts.ac.uk/about-us/events/2014/april/9th-global-brand-conference

Conference

ConferenceThe 9th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2014
Number9
LocationHertfordshire Business School, de Havilland campus, Hatfield
CountryUnited Kingdom
CityHatfield
Period09/04/201411/04/2014
Internet address

Cite this

Jones, R. I., & Rygaard Jonas, L. (2014). Where is the Brand? Multiple Level Brand Meanings in Retail Brands. Paper presented at The 9th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2014, Hatfield, United Kingdom.
Jones, Richard Ian ; Rygaard Jonas, Louise. / Where is the Brand? Multiple Level Brand Meanings in Retail Brands. Paper presented at The 9th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2014, Hatfield, United Kingdom.8 p.
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Jones, RI & Rygaard Jonas, L 2014, 'Where is the Brand? Multiple Level Brand Meanings in Retail Brands' Paper presented at, Hatfield, United Kingdom, 09/04/2014 - 11/04/2014, .

Where is the Brand? Multiple Level Brand Meanings in Retail Brands. / Jones, Richard Ian; Rygaard Jonas, Louise.

2014. Paper presented at The 9th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2014, Hatfield, United Kingdom.

Research output: Contribution to conferencePaperResearchpeer-review

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AU - Rygaard Jonas, Louise

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Y1 - 2014

N2 - 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

AB - 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

M3 - Paper

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Jones RI, Rygaard Jonas L. Where is the Brand? Multiple Level Brand Meanings in Retail Brands. 2014. Paper presented at The 9th Global Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group 2014, Hatfield, United Kingdom.