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 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

brand regeneration

brand transformation

political

processual

multiple

relational space

performativity

assemblage

företagsekonomi

Business Administration

Publikations- och innehållstyp

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