EconPapers    
Economics at your fingertips  
 

Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices

Line Schmeltz () and Anna Karina Kjeldsen
Additional contact information
Line Schmeltz: Aalborg University
Anna Karina Kjeldsen: Business Academy Aarhus

Journal of Brand Management, 2019, vol. 26, issue 3, 304-316

Abstract: Abstract Recent developments within branding theory suggest a move towards co-created branding. In theory, this approach holds great promise in terms of engaging stakeholders in dynamic processes of creating the corporate brands, but a brand co-creation process also exposes the organization to, for example, loss of control, dilution of identity and potential disharmony between the multiple voices co-creating the brand. Paradoxically, while brand co-creation has received increased theoretical attention, the role of the internal stakeholders (especially the employees) in this process remains vastly uncharted. Therefore, through an empirical case study of the Danish National Gallery, this paper shows how a public organization, which has engaged in brand co-creation, struggles to orchestrate the many internal voices in the co-creational dialogue. The importance of considering internal stakeholders in the co-creation process is illustrated through the discovery of six diverse brand expressions that surface in the so-called touchpoints of co-creation, i.e. the museum’s communication with external stakeholders. Here, different professional groups of employees communicate their version of the brand, leaving the impression of a brand speaking with several, at times clashing, voices.

Keywords: Brand co-creation; Communication; Internal stakeholders; Employees; Branding in public organizations; Corporate branding (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-0124-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:26:y:2019:i:3:d:10.1057_s41262-018-0124-2

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-018-0124-2

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Urša Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-03-07
Handle: RePEc:pal:jobman:v:26:y:2019:i:3:d:10.1057_s41262-018-0124-2