Wilson, Jonathan A. J. (2012) The brand stakeholder approach – broad and narrow-based views to managing consumer-centric brands. In: Kapoor, Avinash and Kulshrestha, Chinmaya, (eds.) Branding and Sustainable Competitive Advantage: Building Virtual Presence. IGI Global, Hershey, PA, USA, pp. 136-160. ISBN 9781613501719 (doi:https://doi.org/10.4018/978-1-61350-171-9.ch009)

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Abstract

With the emergence of schools of thought which examine brands and branding according to relationships, brand communities and popular culture; consumers are becoming more significant in shaping the brand agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand users, social networks and anti-branding movements towards engagement and the possession of greater social capital. When gifting stakeholders with a larger share of voice, consumption definitions become judged less by tangible transactions; and more by figurative, intangible and co-dependent communication drivers. In addition, with the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties; a normalisation and levelling of information also occurs. Therefore, this chapter presents stakeholders as occupying grouped, interconnected and dynamic states - which are subject to time-specific communication, influence and self defined legitimacy. Following this, the creation of brands becomes a collaborative process - with brands seeking to engage consumers in new and innovative ways; in order to gain authenticity.

Item Type:	Book Section
Uncontrolled Keywords:	branding, brand culture, stakeholder analysis, Web 2.0
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4628

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