A multi-stakeholder IMC framework for networked brand identity

Orazi, Davide C., Spry, Amanda ORCID: https://orcid.org/0000-0003-0922-4257, Theilacker, Max N. and Vredenburg, Jessica 2017. A multi-stakeholder IMC framework for networked brand identity. European Journal of Marketing 51 (3) , pp. 551-571. 10.1108/EJM-08-2015-0612

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Abstract

Purpose Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand-equity are offered. Findings The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined. Originality/value This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Uncontrolled Keywords:	Brand-equity, Brand image, Stakeholder theory, Integrated marketing communications, Brand identity, Contact points
Publisher:	Emerald
ISSN:	0309-0566
Date of First Compliant Deposit:	30 March 2016
Date of Acceptance:	9 February 2016
Last Modified:	06 Nov 2023 19:43
URI:	https://orca.cardiff.ac.uk/id/eprint/88012

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