Marketing & Reputation Research Seminar - Brand Issues in Brand Identity Co-creation: the Role of Managers and Consumers

Brand Issues in Brand Identity Co-creation: the Role of Managers and Consumers

Brand co-creation reflects the idea of consumers and managers as co-creating value for themselves and for the brand, within an ecosystem of service interactions that involves multiple brand stakeholders. Such context has implications to the practices related to brand development and especially to brand identity (BI) management.

However, the way that the co-creation process unfolds in BI management, and how consumers engage in co-creation, is still unknown. In this study we look at the roles of managers and consumers in the BI co-creation process; how those roles intertwine and evolve over time. The fieldwork entails a single, longitudinal, qualitative case study investigating the BI development of a leading brand in the post-graduate higher education sector over a period of 4 years.

Findings reveal that BI co-creation is triggered by a sequence of intertwined brand issues interpreted by both managers and consumers as events that threaten the way they believe the brand, and by extension themselves, are perceived by external stakeholders. Managerial implications and avenues for future studies are discussed.

Associate Professor Cláudia Simões

Associate Professor of Marketing and Services Marketing
University of Minho, Portugal

Cláudia Simões is Associate Professor at the University of Minho in Portugal. She holds a Ph.D. in business and industrial studies from the University of Warwick. She teaches Marketing and Services Marketing modules in Graduate and Post-Graduate Programmes.

Cláudia’s research interests focus on corporate marketing (reputation, identity and branding), strategic marketing and service management and co-creation. Her work has been published in the Journal of the Academy of Marketing Science, Journal of Business Research, European Journal of Marketing, Industrial Marketing Management, Business Ethics Quarterly, Studies in Higher Education (among others). She has also published research-related material in managerial outlets and participated in international managerial meetings and events/workshops.

She cooperated in the past with the Open University/UK as a Senior Lecturer and held visiting positions in the Scheller College of Management, Georgia Institute of Technology (USA), Warwick University (UK) and Open University (UK).

For more information and to register, please contact Angie Clark.