Nothing Found
Apologies, but no results were found. Perhaps searching will help find a related post..
In recent years, a paradigm shift has become noticeable in the scientific discussion surrounding the topic of branding: Management no longer has total control over the brand, but a number of internal and external stakeholders co-create the desired meaning of the brand. Brand meaning evolves through a social process of interaction between many actors and is constantly changed. The “public” life of a brand on the Internet reinforces this process.
Creating a successful brand in a volatile environment means, among other things, understanding how the various stakeholder groups help shape the meaning of a brand in a positive sense (co-creation) and in a negative sense (co-deconstruction).
We are currently working on the following questions:
How can a company, a start-up or a city position itself successfully in a volatile environment?
How does migration change our society and what effects does it have on strategic brand management, e.g. a city or a company?
How does the co-creational process of conscientious corporate brands facilitate a societal change towards sustainability?