Brand, Identity and Reputation: Exploring, Creating New Realities ...

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Determinants of brand governance A brand orientation is espoused by M'zungu et al. (2010) as a precursor of brand governance to protect brand equity. This resonates with Fournier, Sele, & Schögel (2005) who note those organisations with a strong brand orientation having an interest in gaining influence over brand communities. In addition research by Hankinson (2002) demonstrates how managerial style and approach are determined by the degree of brand orientation. A second determinant of the governance approach adopted by the organisation may be the presence of shared values between the brand owner and the community. Voss & Voss (1997) present the existence of mutual shared values as a determinant of relationship commitment. Such a commitment may subsequently impact how governance is enacted by the brand owner. Brand governance approaches In developing a typology of inter-firm relationship governance strategies Heide (1994) elucidates how governance theory has developed along two divergent paths. These are the unilateral and bilateral governance forms, each representing a different approach to managing the relationship. The unilateral approach is characterised by a hierarchical and formal exercise of authoritarian control. In contrast the bilateral approach represents a socialised form of control predicated on relational norms. Relational norms refer to a consensus of what constitutes acceptable behaviour in the relationship and evoke rule-like status (Gilliland, Bello, & Gundlach, 2010). These governance forms are however second-order constructs which are manifest through governance processes which maintain the relationship (Heide, 1994). Governance processes Gilliland et al. (2010) note that governance processes impact upon exchange partner behaviours and the outcomes of the relationship. Fournier et al. (2005) add that within a community context, the relationship between the brand and the community will be continually shaped by the actions of the brand. Relationship partners have been found to be subject to dual control processes (Gilliland et al., 2010). That is, when attempting to manage the brand through exerting unilateral authority over their exchange partner, the corollary is that the firm will be subject to bilateral controls emanating from the social bond of the relationship. In the community context, the brand owner will therefore be subject to bilateral controls from the community. As Aggarwal (2009) has shown, relationships between brands and consumers are based on norms of behaviour. Subsequently both relationship parties are then expected to adhere to the norms of the relationship. This governance process resonates with bilateral governance where self-control is implicit. Influencers In discussing the practice of governance, Heide (1994) articulates how relationship dyads are situated within a network of other relationships. These relationships may themselves introduce additional implications for governance. Adopting a stakeholder theory approach, this relational network may consist of those relationships with other external stakeholders which impact how governance is enacted. In addition the brand‘s governance processes may also be influenced by the nature of the community and its inclination towards the brand. Outcomes It is acknowledged that the value of a brand is determined by customers (Keller, 1993; Keller, 2009). This is manifest as Customer-Based Brand Equity (CBBE). Keller (1993) conceptualises CBBE as consisting of brand knowledge, a construct composed of brand awareness and brand image. Consequently CBBE accumulates when customers hold favourable opinions of the brand. However within the social networking site context it is observed that the managerial approach taken may create opportunities or threats for the brand (Jones et al., 2009). Brand awareness can be impacted as the sites expose brands to a wide audience. Brand image may be similarly impacted through the sites framing the brand in positive or negative terms in response to brand events, actions and experiences. Summary Through engagement with the broader literature this paper conceptually advances the idea of brand governance. The contributions of the paper reside in several areas. A conceptual framework of brand governance within social networking site communities is offered (Figure 1). This model offers an integration of unilateral and bilateral governance within brand management strategies in the social networking context. Factors capable of determining and influencing brand governance within the community context of social networking sites are identified. Finally the potential impact on brand equity of brand governance in social networking site communities is highlighted. Overall this paper responds to direct calls for brand management to play an active role in the protection of brand equity by attempting to conceptualise the various approaches to brand governance in social networking site communities. 200
Determinants Brand Orientation Values Figure 1 Brand governance in social networking site communities Unilateral Governance Approach Bilateral Governance Approach Governance Processes Influencers Stakeholder Relationships Nature of community Brand Awareness Brand Image References 1. Aggarwal, P. (2009). Using relationship norms to understand consumer-brand interactions. In D. J. MacInnis, C. W. Park & J. R. Priester (Eds.), The handbook of brand relationships (pp. 24-42). Armonk, NY: M.E. Sharpe. 2. Anderson, E., & Coughlan, A. T. (2002). Channel management: Structure, governance, and relationship management. In B. Weitz, & R. Wensley (Eds.), Handbook of marketing (pp. 223-247). London: Sage. 3. Arvidsson, A. (2005). Brands: A critical perspective. Journal of Consumer Culture, 5(2), 235-258. doi: 10.1177/1469540505053093 4. Bello, D. C., Katsikeas, C. S., & Robson, M. J. (2010). Does accommodating a self-serving partner in an international marketing alliance pay off? Journal of Marketing, 74(6), 77-93. doi:10.1509/jmkg.74.6.77 5. Boyle, E. (2007). A process model of brand cocreation: Brand management and research implications. The Journal of Product and Brand Management, 16(2), 122-131. doi: 10.1108/10610420710739991 6. Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory, 9(1), 141-144. doi:10.1177/1470593108100071 7. Cova, B., Kozinets, R. V., & Shankar, A. (Eds.). (2007). Consumer tribes. London: Butterworth-Heinemann. 8. Cova, B., & Pace, S. (2006). Brand community of convenience products: New forms of customer empowerment - the case "my nutella the community". European Journal of Marketing, 40(9/10), 1087-1105. doi:10.1108/03090560610681023. 9. Fournier, S. M., Sele, K., & Schögel, M. (2005). The paradox of brand community "management". Thexis, 3(March), 16-20. 10. http://www.ifm.unisg.ch/org/ifm/webarchiv.nsf/wwwPubInhalteEng/Thexis+Marketing+Journal 11. Gilliland, D. I., Bello, D. C., & Gundlach, G. T. (2010). Control-based channel governance and relative dependence. Journal of the Academy of Marketing Science, 38(4), 441-455. doi:10.1007/s11747-009-0183-8 12. Hankinson, P. (2002). The impact of brand orientation on managerial practice: A qualitative study of the UK's top 500 fundraising managers. International Journal of Non-profit & Voluntary Sector Marketing, 7(1), 30-44. doi:10.1002/nvsm.165 13. Hatch, M., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590-604. doi: 10.1057/bm.2010.14 14. Heide, J. B. (1994). Interorganizational governance in marketing channels. Journal of Marketing, 58(1), 71-85. 15. http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/JournalofMarketing. aspx 16. Helm, C., & Jones, R. (2010). Brand governance: The new agenda in brand management. Journal of Brand Management, 17(8), 545-547. doi:10.1057/bm.2010.20 17. Jones, B., Temperley, J., & Lima, A. (2009). Corporate reputation in the era of web 2.0: The case of Primark. Journal of Marketing Management, 25(9/10), 927-939. doi: 10.1362/026725709X479309 18. Keller, K. L. (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. 19. http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/JournalofMarketing. aspx 20. Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2), 139-155. doi:10.1080/13527260902757530 21. Kucuk, S. (2008). Negative double jeopardy: The role of anti-brand sites on the internet. Journal of Brand Management, 15(3), 209-222. doi:10.1057/palgrave.bm.2550100 22. Kucuk, S. (2010). Negative double jeopardy revisited: A longitudinal analysis. Journal of Brand Management, 18(2), 150-158. doi:10.1057/bm.2010.27 23. M'zungu, S., Merrilees, B., & Miller, D. (2010). Brand management to protect brand equity: A conceptual model. Journal of Brand Management, 17(8), 605-617. doi:10.1057/bm.2010.15 24. Palmer, A. (1998). Evaluating the governance style of marketing groups. Annals of Tourism Research, 25(1), 185-201. doi:10.1016/S0160- 7383(97)00085-6 25. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. 26. http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/JournalofMarketing. aspx 27. Voss, G. B., & Voss, Z. G. (1997). Implementing a relationship marketing program: A case study and managerial implications. The Journal of Services Marketing, 11(4), 278-298. doi: 10.1108/08876049710171731 201
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
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Page 159 and 160: Plenary Session 2 Brand Performance
Page 161 and 162: Uncles, M.D. & Kwok, S. (2008). Gen
Page 163 and 164: Brand Management Framework Empirica
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Page 169 and 170: Concentrating on the actual practic
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Page 177 and 178: Table 1: Evaluative Responses for t
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Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
Page 189 and 190: Conclusion Public sector organisati
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Page 213 and 214: Analysis and results We assessed th
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Page 219 and 220: When investigating unique significa
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Page 223 and 224: accomplishing reality rather than d
Page 225 and 226: Reddy, 1998, p.40). As a result, br
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Page 231 and 232: Segmenting McDonalds: Measuring Bra
Page 233 and 234: A simple eyeballing of the segment
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Page 237 and 238: Session 8.3 Brand Attitudes and the
Page 239 and 240: when preceded with the related conc
Page 241 and 242: What keeps smokers from quitting? U
Page 243 and 244: Table 1: Description of the cigaret
Page 245 and 246: Exploring differences in product at
Page 247 and 248: Based on the results some general c
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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