Where is the Brand?

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Where is the Brand?

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Title: Where is the Brand?
Multiple Level Brand Meanings in Retail Brands
Author: Gyrd-Jones, Richard; Jonas, Louise Rygaard
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
URI: http://hdl.handle.net/10398/9129
Date: 2015-05-06
Notes: Paper presented at the 9th Annual Global Brand Conference Hertfordshire Business School Hatfield, Hertfordshire, UK April 9-11, 2014

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