In this paper we question the dominating rule of fit within brand management literature by examining a merging phenomenon within branding where brands choose and succeed with collaborations despite contradicting brand images. With existing brand management in mind such collaborations are unadvisable and brand management theory cannot provide an explanation for this phenomenon; neither can is recent theories within related scientific disciplines able to explain the phenomenon. However they do provide insights, which we have extracted in the construction of a brand perspective called Complex Brand Narratives. With this perspective we advocate that it can be beneficial for brands to collaborate with contradicting brands. This can expand the brand narratives that reside within the consumers, evolving the brand with new nuances and roles, keeping it relevant for consumers.
|Educations||MSc in Brand and Communications Management, (Graduate Programme) Final Thesis|
|Number of pages||139|