Brand transformation: a performative approach to brand regeneration

Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologicall...

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Bibliographic Details
Published in:Journal of marketing management 2015, Vol.31 (1-2), p.84-106
Main Authors: Lucarelli, Andrea, Hallin, Anette
Format: Article
Language:English
Subjects:
assemblage
brand regeneration
brand transformation
Brands
Business Administration
Case studies
Epistemology
Field work
företagsekonomi
Market strategy
Marketing
multiple
Ontology
performativity
political
processual
relational space
Studies
Western Europe
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Summary:Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologically adopting a performative approach where brands are seen as loose performative assemblages, the present article suggests instead that the brand regeneration process is truly processual, multiple and political. A specific brand regeneration process should be seen as relationally spatial and as only one of several possible 'realities'. The argument is based on an analysis of a 5-year-long case study of the branding of Stockholm, inspired by a Latourian hybrid fieldwork approach. Based on the analysis, the novel concept 'brand transformation' is suggested to frame the characteristics and complexities of the brand regeneration process.
ISSN:0267-257X
1472-1376
1472-1376
DOI:10.1080/0267257X.2014.982688