Brand management: Unveiling the delusion of control |
| |
Authors: | Serena Wider Sylvia von Wallpach Hans Mühlbacher |
| |
Affiliation: | 1. Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000, Frederiksberg, Denmark;2. Department of Marketing, International University of Monaco, 2, Avenue Albert II, 98000, Monaco |
| |
Abstract: | Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Nevertheless, literature suffers from a significant lack of theoretical underpinnings for understanding brands as complex processes; in this respect, building on European philosophy is a fruitful avenue. This paper introduces the metaphor of the rhizome and draws on European process philosophy to further develop an integrative processual understanding of brands. Brand management claiming control over brands as processes turns out to be a delusion. |
| |
Keywords: | Brand Process European philosophy Rhizome Management Control delusion |
本文献已被 ScienceDirect 等数据库收录! |
|